Agencies & Marketing — AI Integration and Identity Solutions Reshape Marketing Tech Landscape as Major Platforms Make Strategic Shifts

Agencies & Marketing · 2026-03-31

The marketing technology landscape is experiencing a significant realignment around AI integration and identity solutions. The Trade Desk's overhaul of its Identity Alliance compensation structure signals a deeper industry focus on proving incremental value in identity resolution. Meanwhile, major platforms are operationalizing AI in distinct ways: Albertsons testing ChatGPT for ad creation, The…