The Trade Desk Launches Kokai, Strengthening the Potential of the Open Internet with Distributed AI Functionality

The Trade Desk Launches Kokai, Strengthening the Potential of the Open Internet with Distributed AI Functionality

This IDC Market Note discusses The Trade Desk's recent launch of Kokai, a platform that incorporates distributed artificial intelligence (AI) and advanced measurement techniques to enhance programmatic advertising across the open internet. Kokai offers features such as predictive clearing, relevance scoring, improved measurement and forecasting, budget optimization, and KPI scoring to help marketers improve their results. It also introduces new advances in digital advertising measurement, including the Retail Sales Index for measuring online and offline retail sales on their platform, the TV Quality Index for measuring ad experience quality on streaming platforms, and the Quality Reach Index for precise targeting of customer profiles. In addition, Kokai brings an improved user experience through the launch of a Programmatic Table, an intuitive interface that guides users through the media buying process and presents comprehensive campaign information. Beyond advertiser features, the company also launched a new Partner Portal designed to facilitate easier integration with its platform. The company aims to attract thousands of new partners and provide advertisers with access to a more diverse range of trusted partners and services. With the Kokai announcements, as well as The Trade Desk's ongoing commitment to the Unified ID 2.0 program, The Trade Desk continues to demonstrate its steadfast commitment to the open internet. The company seems well positioned to establish itself as the de facto standard in open internet advertising, similar to how Google has become the standard in search. The success of its approach, however, will depend on its ability to move beyond the "top 20%" and engage the long tail of brands and media partners — not an area the company has been known for historically.

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