The Trade Desk, best known for its demand platform, announced a significant update to its programmatic platform.
After a multi-year investment in AI and eliminating DSP Google Open Bidding in 2022, the new Kokai AI platform was announced on June 8.
What’s new with Kokai
Jeff Green, founder and CEO of The Trade Desk noted that the AI platform would include the following:
Advanced measure. When audience data is enabled, added retail measurement data is available from Albertsons Media Collective, Walgreens Advertising Group and more.
Collaborative innovation. This includes benchmarks such as the Retail Sales Index and TV Quality Index to measure cross-platform efficiency and experience.
A new user interface. The Programmatic Table, a design based on the Periodic Table, will appear in the coming months.
Image credit: Kokai.splashthat.com, YouTube.com, June 2023
In addition, Kokai has a new partner portal. The portal makes it easy for partners such as retailers, TV networks, publishers, data providers and more to integrate their skills with advertising clients.
The advantage of Trade Desk DSP
So why pay attention to The Trade Desk now?
Part of Kokai’s uniqueness is how advanced the learning algorithm is. It currently accesses over 13 million ad impressions per second. It also ingests customer or brand data to make the most informed media buying decisions possible.
Partnerships with nearly 80% of the largest retailers in the United States give The Trade Desk a competitive advantage over other DSPs.
The new Quality Reach Index metric helps marketers using upper-funnel campaigns reach the most relevant customers, which has historically been difficult for advertisers.
By providing a quality reach benchmark, advertisers can better quantify top-of-funnel (TOF) success, which could further expand marketing investments.
Finally, the Kokai update includes top-notch AI optimization capabilities that other DSPs don’t offer.
With improved performance forecasting, marketers can understand how to prioritize ad spend by channel, all without relying on cookies or device identifiers.
Summary
Kokai and its corresponding AI solutions are currently part of the existing platform, either in alpha or beta testing.
The platform update gives more advertisers in the programmatic ecosphere the tools to continue to evolve and innovate.
The Trade Desk plans to further expand its offerings over the next 12 months to break down the walls of Big Tech dominators.
Watch the entire product launch announcement here.
Featured image: Tada Images/Shutterstock
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