The Trade Desk To Usher In “Next Generation Of Advertising” With The Help Of AI

The Trade Desk To Usher In “Next Generation Of Advertising” With The Help Of AI
SHARE
THIS



Global adtech company The Trade Desk (TTD) has unveiled a range of new products to help advertisers plan, forecast and buy digital media more effectively than ever before.

Collectively referred to as the ‘Next Wave’, the release consists of three transformative products.

Built on TTD’s data set, Koa is a predictive AI engine that enhances decision-making so advertisers can extend audience reach and spend more efficiently.

The AI allows TTD to use data to predict the same user across devices and identify publisher and SSP ‘games’, and thus get the same inventory for lower prices.

The second new feature is Trade Desk Planner – a data-driven media planning tool that delivers audience insights and informs ad strategies across channels and devices.

Finally, Megagon is an intuitive new user interface that proactively surfaces tailored insights and offers recommendations from Koa to help advertisers make real-time optimisation decisions.

Speaking to B&T, TTD’s general manager for Australia and New Zealand, Mitch Waters (pictured above), said it took the company two years and almost 40 per cent of its engineering resource to develop the new products.

“A lot of The Trade Desk’s features have had AI all along. Audience predictor is one example, but what we’ve done is build out a broader portfolio. This is AI with insight,” he said.

“Even the likes of Google and IBM admit it’s hard to sometimes show what the machine learning found, but we’re really good at not only that, but surfacing the insights back to the client.

“We’re merging the best of human and machine to give advertisers access to massive amounts of data and distil it down to one screen where they can plan, buy and optimise.

“On our platform alone, we see nine million impressions every single second. Multiply that by possible bid factors such as budget, time of day, demographic information and device and you’re dealing with quadrillions of permutations every second.”

Waters said AI was powering the future of media buying, and that the Next Wave will usher in “the next generation of advertising”.

“This is the most powerful forecasting tool the advertising industry has ever seen, giving advertisers visibility to help them plan, forecast and buy media more efficiently than ever,” he said.

“Some might wonder why this hasn’t been solved previously, but that’s because it is a really hard problem to solve – and that’s why we’re so excited by what we’ve achieved.”

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]