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

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 contri