“This is a smart and long hoped for move by The Trade Desk. The periodic table UI became a friction point for a lot of buyers, and it’s clear they took that feedback seriously,” said David Nyurenberg, svp of digital at performance agency InterMedia. “At a time when media teams are stretched thin, managing multiple accounts and a constant stream of manual work, simplicity matters. The more time buyers spend navigating a platform, the less time they have for actual strategy, analysis, and optimization.”