The Trade Desk has introduced an “evolution” to its ad planning, buying and measurement platform Kokai, dubbed Kokai Zuma.
The platform, launched globally, includes a redesigned interface, an upgraded forecasting engine, and agentic AI features aimed at “remov[ing] friction”.
Such features include a conversational AI assistant dubbed Koa Assistant, which uses AI agents to support campaign creation, audience building and performance analysis.
The Trade Desk is also pitching Zuma as providing simpler campaign measurement and reporting.
Jeff Green, founder and CEO of The Trade Desk, commented that Zuma builds on Kokai’s foundation by making it “faster, simpler and smarter”.
He continued: “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.”
Kokai’s success has been a significant business focus for The Trade Desk over the past 18 months. After missing revenue targets for the first time in Q4 2024, leadership at the adtech company set a goal of getting all its advertiser clients using the platform. At that point, Green blamed the downturn in business on Kokai’s slow rollout.
Kokai first launched in the summer of 2023, billed as a “new approach to digital advertising innovation” that incorporates AI features and a “more intuitive” UX compared to the company’s older Solimar interface.
