Author: Anna Hensel

This story was first published by Digiday sibling Modern Retail.

At retail conferences, it’s become practically impossible to get through a full two or three days without having a conversation about the biggest buzzword in the industry: artificial intelligence. 

There are the tech vendors, scanning attendee name badges to find a willing participant from a brand or retailer to pitch their latest AI-powered upgrade. There are the executives on-stage who are eager to talk up the results from their new AI chatbot. And at the offsite happy hours, managers trade notes on vibe coding and the latest discoveries they’ve made in Claude or Gemini. 

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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. 

Performance Mode, which The Trade Desk recommends, uses its Koa Optimization machine-learning algorithm to automatically prioritize the best ad inventory for an advertiser and optimize bidding, pacing and other campaign factors accordingly. All these features are turned on by default in this mode, which also bundles media, data and other fee-based features into one CPM. 

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