AI at The Trade Desk: Risk or Opportunity?

"In June 2023, The Trade Desk launched Kokai, its most ambitious AI initiative to date. Building on its earlier Koa system, Kokai distributes deep learning across every layer of programmatic buying -- from bid optimization to impression scoring and budget allocation. The system processes more than 13 million ad impressions per second, applying thousands of signals in real time. The philosophy behind Kokai is not to replace marketers, but to serve as a " copilot.""

"Advertisers set campaign goals and strategies, while the AI handles optimization and execution with greater precision than humans alone could achieve. Features like Koa Audiences dynamically adjust audience segments based on performance. At the same time, measurement tools such as the TV Quality Index and Retail Sales Index provide transparency across previously opaque channels like CTV and retail media. By early 2025, roughly two-thirds of clients had already migrated to Kokai, with full adoption expected by year"

The Trade Desk functions as an independent demand-side platform competing with Meta and Google, benefiting from growth in connected TV and retail media. The company invested in AI, launching Kokai in June 2023 and extending earlier Koa capabilities. Kokai applies deep learning across programmatic buying—covering bid optimization, impression scoring, and budget allocation—and processes over 13 million ad impressions per second using thousands of signals in real time. Kokai operates as a copilot for advertisers, enabling dynamic audience adjustments and providing measurement tools like the TV Quality Index and Retail Sales Index. By early 2025, roughly two-thirds of clients had migrated to Kokai, with full adoption expected by year

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