• by Ray Schultz , June 11, 2023

The Trade Desk has launched an AI platform that can act as a co-pilot for programmatic advertisers, the company claims.

The new tool, Kokai, distributes deep learning algorithms throughout the digital media buying process, based on access to more than 13 million advertising impressions per second.

The goal is to “surface the full power of data-driven decisioning for all marketers as intuitively as possible,” says Jeff Green, founder and CEO, the Trade Desk. 

Green adds that Kokai provides advanced measurement, collaborative innovation, and a new UX.

In 2018, the Trade Desk launched Koa, a tool designed to help marketers set up campaigns based on business objectives and performance. Kokai distributes Koa’s capabilities across various aspects of media on the Trade Desk platform. 

Included are predictive clearing, ensuring  traders make bids at the optimal level; ad impression scoring based on relevance to the advertiser; and upgraded measurement, forecasting and KPI scoring. 

Kokai will also feature these measurement tools:

• Added retail measurement data from retailers including Albertsons Media Collective, Walgreens Advertising Group, and others when audience data is turned on. 
• The Retail Sales Index – a benchmark for measuring online and offline retail sales against retail ad spend.
• The TV Quality Index – measuring the quality of the ad experience across all streaming platforms and streaming content.
• The Quality Reach Index – helping marketers expand their loyal customer base by accurately targeting the most relevant customer profiles. 

Also being added: the Partner Portal, where new partners can integrate directly with The Trade Desk with standard adapters, and the Programmatic Table, a new cockpit design based on the Periodic Table.