Digiday Daily

December 03, 2025

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Not long ago, a programmatic lead laid out the strain in their DSP mix to The Trade Desk: ascending Amazon, aggressive Google and uneasy clients. The tech vendor’s response surprised her. After years of immovable fees, the company signaled it was willing to do a deal.

A company that built its business on firm pricing doesn’t start floating incentives because it feels generous. It moves because something else is moving.

TOP STORY

The Programmatic Marketer

The Trade Desk loosens its grip on pricing amid buyer pressure

Amid fierce DSP competition, media agencies are finding The Trade Desk’s reps in a negotiating mood.

OTHER THINGS TO KNOW

Rethinking border segments — adjacent audiences with overlapping motivations — helps brands reach new buyers and capture incremental demand. Partner insights from Urban Science.
A single-provider model dominates identity infrastructure, leaving gaps in customization. A more effective approach defines a strategic identity core and surrounds it with composable extensions. Companies retain provider control as they evolve their identity stacks. Partner insights from Adstra.
Now that campaigns can accommodate mid-flight changes — adjusting visual sequences, calls to action or tone based on audience engagement — advertisers can treat creative as a dynamic asset, not a fixed deliverable. Partner insights from PadSquad.

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MEDIA & PLATFORMS

Evolving Agencies

Omnicom’s reshuffled leadership emerges as the ad industry’s new power players

Omnicom’s Black Monday saw thousands of jobs cut, and a chosen few put in charge of what is now the world’s largest marketing services group. They face a number of challenges, however.

Modern Retail

TikTok Shop sheds bargain-bin reputation as average prices climb across categories

An analysis by e-commerce intelligence firm Charm shows average prices climbing across more than a dozen key categories.

PARTNER INSIGHTS FROM PUBMATIC

Why this moment is different for unification in ad tech

Media buyers today operate several disconnected point solutions, and publishers mirror this complexity. Ad tech unification will take the convergence of two powerful forces: agentic AI’s rise and the discipline of supply path optimization.

PARTNER INSIGHTS FROM EX.CO

Why innovation is essential for publishers’ futures

As zero-click search rises, publisher traffic and revenue are falling. To stay relevant, publishers need to build experiences that make people want to stay and come back tomorrow.