"Under the new framework, payments will instead be tied to the incremental value a partner's identity data provides, i.e., if a data partner contributes unique signals not already captured elsewhere in the demand-side platform's system."
"The focus is on paying for what's actually additive. If you're bringing something new, you should earn more. If not, you'll likely see less."
"Separate sources characterized the changes as abrupt, with one even suggesting partners were given a short timeframe to agree to the new terms, or leave the program altogether."
The Trade Desk is changing its payment structure for identity partners within its Identity Alliance, moving from a volume-based model to one focused on incrementality. This new approach will reward partners based on the unique value their identity data adds, rather than the amount of data provided. The changes are set to take effect in early 2026, with a temporary revenue guarantee offered during the transition. Some partners have expressed concerns about the abruptness of the changes and the lack of transparency in revenue calculations.
Read at Digiday
Unable to calculate read time
Collection
[
|
...
]