Identity & Measurement

AI

Mar 30 — Mar 31, 2026

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Category Spotlight

The Trade Desk's shift to incrementality-focused payouts reflects growing pressure to prove media value beyond attribution, reshaping how identity partners are compensated.

Mentioned:The Trade DeskIdentity Alliance

Sources:

The Trade Desk shakes up Identity Alliance payouts, with a new focus on incrementality

This spotlight is part of the Identity & Measurement Shifts Dominate AdTech Agenda weekly report.