The Trade Desk is overhauling how it pays identity partners within its Identity Alliance, moving from a volume-based model to one centered on “incrementality,” according to multiple industry sources.
The changes, communicated to partners in recent weeks and expected to come into force in the early part of 2026, introduce new commercial terms that alter how data providers are compensated for contributing identity signals used in cross-device targeting and measurement.
Historically, Identity Alliance — The Trade Desk’s “graph of graphs” that unifies identity providers such as Experian, ID5, and LiveRamp — has compensated partners based largely on the volume of data applied to campaigns.
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