The Trade Desk shakes up Identity Alliance payouts

March 31, 2026 The Trade Desk is changing how it pays its “identity partners” in a shakeup potentially worth “tens of millions of dollars” a year. TOP STORY The Programmatic Publisher The Trade Desk shakes up Identity Alliance payouts, with a new focus on incrementality The Trade Desk is changing how it pays its ‘identity partners’ in a shakeup potentially worth ‘tens of millions of dollars’ a year. Advertisement OTHER THINGS TO KNOW Hear from top retail leaders from ThredUp, Nespresso, Ruggable and many others at the Modern Retail Marketing Summit, taking place April 20-22 in Huntington Beach. Learn more and secure your spot now. As AI increases the bar for speed and responsiveness, the best people spend more time coordinating than doing the work only humans can do. Tools meant to simplify can end up costing agencies time, confidence and eventually, accounts. Partner insights from Pathlabs. Join us at the Digiday Programmatic Marketing Summit, May 6–8 in Palm Springs, to connect with programmatic leaders from Havas, Publicis, OMD and many others. Learn more and secure your pass. MARKETING Marketing on Platforms In graphic detail: The long road to accountability for social media platforms Last week’s social media addiction rulings signal a fundamental shift: the platforms can now judged, not just on their content, but on how they are built and designed. The Creator Economy CreatorIQ and Sprinklr bet they can solve creator measurement's fragmentation problem CreatorIQ and Sprinklr are joining forces to bring creator intelligence, social media management, and paid amplification onto a single platform to try and solve a creator marketing problem. PARTNER INSIGHTS FROM AMAZON ADS Why the Model Context Protocol is the new standard for agent connectivity While each step in a campaign usually requires separate API calls, MCP helps orchestrate these steps — adding a contextual layer so these capabilities are easily usable by AI agents. MEDIA & PLATFORMS Generative AI Why The Guardian's first reader-facing AI product isn't a chatbot The Guardian has begun to roll out its first reader-facing AI product. But it doesn't really look like an AI product. PARTNER INSIGHTS FROM CINT Why cross-platform measurement is key to optimizing in real time When a campaign has clear goals, impressions are measured accurately and scale is sufficient to generate learnings, effective cross-platform measurement can help marketers turn negative lifts into positives. Advertisement AI Revenue Generation Time pitches GEO insights into a new brand offering Time is turning its AI insights into a new product, selling branded content to shape how brands are talked about inside AI-generated answers. PARTNER INSIGHTS FROM HELIUM 10 Virtual event: Why multichannel expansion is a risk management strategy Retailers have to build intentional channel architectures where Amazon, TikTok Shop, Walmart and DTC each play a defined role in driving profitable growth. Learn how in a virtual event on April 14. DIGIDAY+ Member exclusive Ad Tech Briefing: Criteo makes self-serve push with GO, targeting SMB growth Criteo is bringing itself into more direct competition with Amazon and Google.  Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy