The Trade Desk’s Kokai launch in 2023 was the DSP’s most dramatic overhaul of its buying interface to date. Now, Kokai is getting its biggest update in three years, TTD announced on Thursday.
The update centers on agentic AI workflow improvements and automated audience building, which are quickly becoming table stakes for programmatic platforms. Top TTD competitors Google DV360, Amazon DSP and Yahoo DSP have introduced similar tools, and SSPs are also getting in on the action. Meanwhile, some ad agencies are building their own in-house solutions.
TTD is also adding new features that simplify Kokai’s reporting interface so advertisers have to click into fewer measurement widgets to keep track of campaign goals and model how changes will impact performance. And TTD is making it easier to launch conversion lift studies in real time, without having to contact third-party measurement partners to set them up.
The update, called Kokai Zuma, is now available to all advertisers using TTD’s DSP. While some of the new agentic capabilities will remain in closed beta for the time being, most of the new features are live for all users.
The AI features are all opt-in, TTD told reporters during a briefing on the new feature set last Thursday, but the user interface improvements will be applied for everyone.
