The Trade Desk Launches Kokai – a New Media Buying Platform that Brings the Full Power of AI to Digital Marketing
June 06 2023 - 2:00PM
Business Wire
Kokai also Features Breakthrough Measurement
Tools; Free Retail Measurement Data from Pioneer Retailers;
Massively Streamlined Partner Integrations; and the Programmatic
Table, a Revolutionary New UX
Global advertising technology leader The Trade Desk (Nasdaq:
TTD) today launched Kokai, a new approach to digital advertising
innovation that incorporates major advances in distributed
artificial intelligence (AI), measurement, partner integrations and
a revolutionary, intuitive user experience. With these innovations
and others, Kokai ensures that marketers at all levels can easily
benefit from the full power and sophistication of programmatic
advertising.
In a major advancement in programmatic AI, Kokai distributes
deep learning algorithms across all aspects of the digital media
buying process. With access to more than 13 million advertising
impressions every second, each of which may contain thousands of
distinct signals, Kokai’s AI innovations serve as a co-pilot to the
programmatic marketer, helping make sense of that complexity in a
few milliseconds – in order to help advertisers buy the right ad
impressions, at the right price, to reach the target audience at
the best time.
Kokai’s distributed AI capabilities build on The Trade Desk’s
pioneering AI work with Koa, launched in 2018. While Koa assisted
the marketer in setting up campaigns based on business objectives
and optimizing based on performance, Kokai distributes the power of
Koa’s AI across various aspects of media buying on The Trade Desk
platform. This includes predictive clearing, which ensures traders
make bids at the optimal level; scoring every ad impression based
on relevance to the advertiser; upgrading measurement and
forecasting; increasing resilience, even in the absence of
identifiers; budget optimization; and KPI scoring.
“The Trade Desk benefits from a rich yet highly complex dataset
with very high integrity. With Kokai, we are able to help our
clients make sense of that data with AI, and help the marketer make
the best decisions at every turn,” said Jeff Green, Founder and
CEO, The Trade Desk. “Building on our ground-breaking work with
Koa, we are distributing AI across our platform, so that it can
serve as an expertly trained co-pilot to today’s modern
marketer.”
Measurement Innovations – Free Retail Measurement from Select
Retail Pioneers
Kokai will also feature major new innovations in digital
advertising measurement. As more advertisers embrace the power of
connected TV (CTV) and retail media marketing opportunities, there
is more demand to develop new ways to measure performance in these
key channels. With Kokai, The Trade Desk will be launching:
- Added-value retail measurement data from pioneer retailers
including Albertsons Media Collective, Walgreens Advertising Group,
and others when audience data is turned on.
- The Retail Sales Index – A new benchmark for measuring online
and offline retail sales against retail ad spend – in one
place.
- The TV Quality Index – Measuring the quality of the ad
experience that the viewer is having across all streaming platforms
and streaming content, to ensure that every campaign targets the
most relevant inventory for any specific audience group.
- The Quality Reach Index – Helping marketers expand their loyal
customer base by accurately targeting the most relevant customer
profiles.
Partner Portal for Simple, Seamless Integrations
Considering the accelerated rate and pace of innovation in
advertising technology, Kokai will also feature the Partner Portal,
where thousands of new partners will be able to integrate directly
with The Trade Desk using simple, standard adapters. As a result,
advertisers will have access to a wide array of trusted partners
and services, creating an essential innovation hub of the open
internet. At launch, the Partner Portal will incorporate standard
adapters for key areas such as OpenPath, Unified ID 2.0, retail
onboarding, measurement and third-party audience data and
contextual targeting. In alpha phase, the Partner Portal has
successfully helped more than 400 partners integrate seamlessly
over the last two quarters.
The Programmatic Table
In terms of user experience, Kokai will incorporate a
revolutionary new design based on the Periodic Table. The
Programmatic Table will offer an intuitive cockpit that harnesses
the full power of programmatic for all users – from power traders
to CMOs. It allows the user to move intuitively through the media
buying process, from human decisioning through AI support, with all
campaign information and relevant data surfaced on the main
campaign view. Already available for select users, The Programmatic
Table will launch for all users later this summer.
“Programmatic advertising has evolved rapidly over the last five
years, and we need to ensure that we surface the full power of
data-driven decisioning for all marketers as intuitively as
possible,” said Green. “Kokai’s innovations in areas such as
advanced measurement, collaborative innovation, and a radical new
UX will ensure The Trade Desk remains at the forefront of
programmatic innovation in service of value for marketers.”
The Trade Desk is unveiling Kokai at a launch event today in New
York City, featuring Jeff Green, Founder and CEO of The Trade Desk;
Kristi Argyilan, SVP, Retail Media, Albertsons Media Collective;
Marcy Greenberger, EVP, Managing Partner, UM/IPG; and Diego
Vaccarezza, VP, Enterprise Media, CVS Health. The event will also
be available via livestream.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of
advertising. Through its self-service, cloud-based platform, ad
buyers can create, manage, and optimize digital advertising
campaigns across ad formats and devices. Integrations with major
data, inventory, and publisher partners ensure maximum reach and
decisioning capabilities, and enterprise APIs enable custom
development on top of the platform. Headquartered in Ventura, CA,
The Trade Desk has offices across North America, Europe, and Asia
Pacific. To learn more, visit thetradedesk.com or follow us on
Facebook, Twitter, LinkedIn and YouTube.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20230606005921/en/
Farshad Hash Communications The Trade Desk
PR@thetradedesk.com
The Trade Desk (NASDAQ:TTD)
Historical Stock Chart
From Jun 2024 to Jul 2024
The Trade Desk (NASDAQ:TTD)
Historical Stock Chart
From Jul 2023 to Jul 2024