The Trade Desk is changing how advertisers buy — and what they can see

April 06, 2026 The Trade Desk has been testing new automated buying modes with select clients that streamline campaign management but roll media, data and tech fees into a single price. The new “Trading Modes” – currently in closed beta for select clients, as confirmed to Digiday by four ad execs – offers advertisers two ways to run campaigns. Advertisement TOP STORY Marketing on Platforms The Trade Desk is changing how advertisers buy -- and what they can see The Trade Desk’s new buying modes bundle costs and automate decisions. Here’s what that means for advertisers. OTHER THINGS TO KNOW In a virtual event on April 14, retailers can learn from the multichannel growth playbook. Register to hear a conversation about how brands expand to TikTok Shop and Walmart without breaking operations. Sponsored by Helium10. Rather than add another interface for sellers and agencies to work with, Hector Ai brought Amazon advertising intelligence to where customers were already working for a more natural agent-driven workflow. Partner insights from Amazon Ads. Connect with leaders from Allbirds, Yeti, Bloomingdale’s and many others at the Modern Retail Marketing Summit from April 20-22 in Huntington Beach. Learn more and secure your pass soon. MEDIA & PLATFORMS The Programmatic Publisher CNN builds in-house agent infrastructure as it prepares for AI-driven media trading In Q3, it plans to test one or two properties to see how they’re interpreted by LLMs, before turning in Q4 to buyer behavior and whether budgets are being allocated toward agent-to-agent trading experiments.  Member exclusive Media Buying Briefing: Instrument's CEO on how agencies need to lead clients on AI Part of Stagwell’s Code and Theory Network, Instrument has been able to help clients imagine projects not doable just a handful of years ago. PARTNER INSIGHTS FROM HELIUM 10 The multichannel growth playbook — a virtual event In a virtual event on April 14, Helium 10’s Bradley Sutton, vp of education and strategy, and Shivali Patel, senior brand evangelist, unpack how brands expand into TikTok Shop and Walmart without breaking operations. Advertisement MODERN RETAIL Retail Revolution AI talk at retail events shifts to proving real results, defining a true strategy AI is moving further and further away from the experimentation phase. That was clear at this year’s Shoptalk Spring.  Member exclusive Digiday+ Research: Retailers take a more complex approach to loyalty Loyalty programs have changed over the last year: The number of retailers who offer them has increased, and the programs are now more complex. PARTNER INSIGHTS FROM PATHLABS Human-led service is an AI differentiator for agencies 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 VIAFOURA Why publishers have to rebalance the equation between social and audiences At a moment when social media is failing its users and attention is the scarcest resource of all, audience participation is the opportunity publishers can no longer afford to ignore. ICYMI 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