Inside The Trade Desk's Claude-powered campaign agent

"The ad tech company is currently talking to agency execs about its new agentic capabilities, which it calls Koa Agents, that automate significant chunks of the programmatic workflow. The system is built to connect with whatever AI model a partner is using - including Anthropic's Claude - through an interoperability layer called Open Agentic Kit."

"According to one agency exec familiar with those conversations, a workflow built on Claude that connects to the platform can ingest a media plan, reformat it into a template that's compatible with the ad tech vendor's system and then build the campaign. From there, it can troubleshoot creative issues and generate recommendations on what to do next including the reasoning behind such suggestions."

""We introduced Koa Agents as our effort to introduce agentic capabilities across our entire platform, everything from identifying and building audience strategies all the way to campaign setup, deployment and troubleshooting," said Jordan Rost, vp of product marketing at The Trade Desk."

"That's where it stops for now. The agent is not buying ads - at least not yet. Koa Agents are built on top of the existing Koa AI, the same system that has been embedded throughout its automated Kokai campaign management platform since it launched three years ago."

Koa Agents are new agentic capabilities for programmatic advertising workflows. The system connects to any AI model a partner uses, including Anthropic’s Claude, through an interoperability layer called Open Agentic Kit. A workflow can ingest a media plan, reformat it into a template compatible with The Trade Desk’s system, and build a campaign. It can troubleshoot creative issues and generate recommendations for next steps, including the reasoning behind those suggestions. Koa Agents are built on top of the existing Koa AI embedded in the Kokai campaign management platform. The near-term focus is campaign setup, deployment, and troubleshooting, not autonomous bidding or ad purchasing, though a longer-term vision includes broader campaign buying and management.

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