Author: Krystal Scanlon

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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This is an excerpt from Digiday’s sister brand’s 2026 Modern Retail Index, which takes a deep look at the top retailers — from big-box stores to pharmacies to specialty retailers — and collects data from those retailers, categorizes and scores the data into dimensions, and creates a total Index average score as a benchmarking tool.

The past year has been another in which the retail landscape has seen dramatic changes. Loyalty programs have been the subject of some of those changes: The number of retailers who offer loyalty programs has not only increased, but those loyalty programs have become more complex.

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