The Trade Desk Introduces Kokai Zuma

The Trade Desk, an advertising technology company, has introduced Kokai Zuma, the new release of its Kokai platform for planning, buying, and measuring advertising across the open internet.

The Zuma release makes Kokai easier to navigate, learn, and use, bringing together new agentic artificial intelligence capabilities and a simpler measurement framework.It helps traders find what they need faster, make changes with greater confidence, and spend less time managing workflows. Additionally, the update builds on the AI forecasting engine that has been at the heart of Kokai.

The Trade Desk also upgraded the platform's forecasting engine and the AI infrastructure underneath the platform, predicting available inventory, modeling campaign outcomes, and powering Koa's agentic capabilities in real time.

"Kokai changed the way digital media is bought and sold programmatically, and Zuma builds on that foundation, making our platform faster, simpler, and smarter," said Jeff Green, founder and CEO of The Trade Desk, in a statement. "AI is helping our customers move faster than ever, while making measurement more intuitive and actionable. We've listened closely to our users about what they need to navigate an increasingly fragmented digital media ecosystem, and Zuma brings those learnings into Kokai. We're continuing to build the platform that advertisers deserve: one that removes friction from the work, puts agentic AI to practical use, and gives them a clearer view of the outcomes their media dollars are driving."

Koa is the artificial intelligence that powers The Trade Desk. Today, Koa powers a growing set of agentic capabilities within Kokai, including a new conversational experience and specialized Koa Agents that help users automate tasks, uncover opportunities, and take action faster. They include the following:

• Koa Assistant: A conversational AI assistant powered by a growing set of specialized Koa Agents that support campaign creation, audience building, troubleshooting, performance analysis, and more.
• Audience Creation: Koa identifies previously untapped and highly relevant audiences to expand campaign reach at scale.
• Frequency Optimization: Koa uses AI to optimize frequency settings based on campaign objectives and performance.

Zuma makes it easier for advertisers to measure campaign impact and access the insights they need to optimize performance. It includes the following:

• Conversion Lift: Conversion Lift enhancements simplify the process of launching lift studies and introduce new reporting dimensions for deeper campaign planning insights.
• Improved Reporting: The improved reporting homepage directs users to frequently used reports, saved templates, and generated reports.
• Report Builder: The Report Builder offers greater flexibility and transparency, making it easier to customize reports and explore the full depth of included dimensions.

Zuma incorporates feedback from The Trade Desk's users to make common workflows easier to understand and manage, while surfacing the information traders need to make decisions quickly. These changes include the following:

• Refreshed Page Design: Zuma provides greater clarity to advertiser, campaign, and ad group views, surfacing key metrics and trends so users can spot what matters and quickly find where to focus.
• Applied Settings View: The Applied Settings View gives a single, consolidated view of targeting parameters, making it easier to understand what's driving or restricting spend.
• Bulk Edits: Upgraded bulk editing lets users preview the potential impact of changes before they're applied, for greater confidence when adjusting campaign strategy at scale.