Title Update: Kokai Platform Improvements by TTD Accelerate Campaign Management Speed
The Trade Desk Announces Enhancements to Kokai Programmatic Advertising System
The Trade Desk, a leading independent programmatic advertising platform, has announced significant updates to its Kokai platform on September 18, 2025. These enhancements aim to streamline campaign management, address ongoing user adoption challenges, and support the company's goal of complete client migration from the Solimar platform by the end of 2025.
One of the key features of the updated Kokai is the introduction of omnichannel campaign building functionality with reduced click requirements. This new feature is designed to make it easier for advertisers to manage complex, multi-channel advertising operations at scale.
The updates also include the Programmatic Table functionality, which allows ad groups to be assessed for their impact on campaign scale. Additionally, the platform's AI capabilities have been enhanced to include predictive clearing for optimal bidding, impression scoring based on advertiser relevance, and improved measurement and forecasting functions.
The newest addition to the Kokai platform is the 'Kokai Navigator,' a new platform manager designed to provide enhanced navigation, filtering capabilities, and campaign identification tools. The navigation system also introduces Libraries functionality, consolidating previously scattered workflow elements into a unified management interface.
Campaign and advertiser homepages have received significant prominence, providing advertisers with enhanced filtering capabilities and campaign identification tools. Quality assurance workflows have also received dedicated interface improvements.
The updates also focus on reducing operational friction and improving campaign management efficiency. Enhanced pacing metrics provide improved visibility into campaign performance, while report access receives streamlined implementation through one-click navigation.
The updates apply globally across The Trade Desk's programmatic advertising platform. They coincide with The Trade Desk's decision to partially eliminate the periodic table interface from advertiser and campaign views. This restructuring also included streamlining client-facing teams and reorganizing engineering operations into 100 scrum teams.
The Trade Desk's independent status distinguishes it from competitors integrated within larger technology ecosystems. The company continues developing new products despite the challenges of implementing the Kokai platform. The enhancements build upon Kokai's distributed artificial intelligence framework, which was introduced in September 2023 when the platform first launched.
The updates address market demands for platforms capable of managing complex, multi-channel advertising operations at scale. They are part of The Trade Desk's ongoing commitment to providing advertisers with the tools they need to succeed in today's rapidly evolving digital advertising landscape.
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