The Trade Desk’s redefinition of supply paths ripples across ad tech

In ad tech, labels aren't just cosmetic. They define how the market sees itself.

August 27, 2025

The Trade Desk's redefinition of supply paths ripples across ad tech In ad tech, labels aren't just cosmetic. They define how the market sees itself. Additional coverage: This week's Future of TV Briefing updates the list of the key terms that can cause confusion when talking about the TV, streaming and digital video industry. (This story is a Digiday+ member benefit. For full access, consider subscribing). Since last year, TikTok Live creator Gabriella Gomez has made hundreds of thousands of dollars through her livestreams on the platform — without signing a single major sponsorship deal. The secret? Live gifting. Ace Hardware is the latest to join the retail media race with the launch of RedVest Media. VP Molly Hjelm explains why being late may be an advantage. Editor's Note: The Digiday Daily is undergoing a visual redesign that is slated to be live in your inbox in the coming days. There is no need to resubscribe, but we appreciate your feedback. Other things to know about Join this virtual event on Sept. 24 at 1 p.m. ET as Rachelle Schuimer, digital capabilities lead at Unilever US, shares how the CPG giant is rethinking creative supply in the age of AI. Sponsored by Celtra. Curation, with its real-time data connection and enrichment capabilities, solves signal loss challenges by directly connecting to the supply path and using a broader spectrum of identity solutions to boost addressability. Sponsored by Experian Marketing Services. Many departments across organizations operate without access to the identity infrastructure marketing teams use daily. Composability is the way to remedy that. Portability is the outcome that follows, and enterprise alignment is the goal. Sponsored by Adstra. Top Stories Ivy Liu The Programmatic Marketer The Trade Desk's redefinition of supply paths ripples across ad tech In ad tech, labels aren't just cosmetic. They define how the market sees itself. howdy! Business of TV Future of TV Briefing: The 2025 glossary This week's Future of TV Briefing updates the list of the key terms that can cause confusion when talking about the TV, streaming and digital video industry. Advertisement Sponsored by Simpli.fi How brands and agencies ensure campaigns stay resilient and scalable In a landscape defined by disruption, marketers are future-proofing campaigns by using unified, omnichannel programmatic platforms that can pivot quickly. howdy! The Creator Economy How Gabriella Gomez built a six-figure career on TikTok Live without signing sponsorship deals Top U.S. TikTok Live star Gabriella Gomez has made livestreaming on TikTok into a lucrative career — without relying on brand partnerships. Sponsored by Media.net How contextual targeting delivers performance at scale Research shows that consumers are open to trying new brands after seeing relevant ads alongside content they were consuming. howdy! Retail Media Rewritten Why Ace Hardware believes its RMN can be a late-stage competitor — without 'homegrowing anything' Ace Hardware is the latest to chase retail media dollars with the launch of RedVest Media, betting that its hyper-local footprint can carve out a slice of the ad pie—even as a latecomer. Advertisement Sponsored by PadSquad The case for interactive video ads The brands that use interactive features are the ones that will truly engage consumers and stand out in a crowded space. See how some advertisers are using interactive video. howdy! The Programmatic Marketer A check on The Trade Desk's risks and rewards Digiday listened in on the company's earnings call and spoke with clients, partners and industry insiders to get a read on what's next — for better or worse. howdy! Warner Bros. Discovery, Critical Mass and Instacart are finalists for this year's Digiday Awards This year, brands, retailers and publishers have further embraced innovation and emerging technology to foster unique, adaptive and highly relevant consumer interactions. This is clear among the finalists for the 2025 Digiday Awards, who also tapped into cultural trends and the zeitgeist to remain top-of-mind with audiences, with creative being tied directly to measurable results […] All Latest Stories

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