Two years after its launch, The Trade Desk's Kokai tool has seen a mixed reception from agency media buyers. Initially intended to simplify ad inventory investment outside major tech companies, its slower than expected rollout and lukewarm buyer response have hindered its success. Recently, Trade Desk executives expressed optimism about Kokai's completion and anticipate all customers using it by year's end, though this hinges on buyers' confidence in addressing concerns regarding its design compared to their preferred Solimar tool.
Kokai was supposed to be the DSP titan's next shield against the tech giants, offering easier ad inventory investment to encourage spending outside walled gardens.
Despite a slower rollout and mixed reception, Trade Desk execs expect full adoption of Kokai by year's end, contingent on addressing user concerns.
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