Advertising tech company, The Trade Desk, has introduced Kokai Zuma, the new release of its Kokai platform in a move to improve user experience combining agentic AI and simplified measurement on the platform.
In an announcement on Friday, The Trade Desk described the Zuma release as being “easier to navigate, learn and use”.
“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, The Trade Desk.
“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, helping advertisers make smarter decisions and improve campaign performance through real-time analysis of more than 20 million ad impressions every second. Introduced in 2018, Koa has continuously evolved as The Trade Desk has expanded the use of AI across its platform.
Today, Koa powers a growing suite of agentic capabilities within Kokai, including a conversational AI assistant and specialised Koa Agents designed to automate tasks, uncover new audience opportunities, optimise frequency and analyse campaign performance.
Alongside this, Zuma simplifies measurement and reporting with enhanced Conversion Lift tools, improved reporting and a more flexible Report Builder, while refreshed campaign views, consolidated targeting settings and upgraded bulk editing make it easier for advertisers to understand performance and make changes at scale.
“This is impressive,” said Karsten Weide, principal and chief analyst, W Media Research.
“It’s great to see The Trade Desk go full-bore on agentic, and the performance gains are real numbers. That’s encouraging – this is real change.”
Zuma is rolling out to Kokai clients globally beginning today, with additional capabilities and enhancements expected over time.
