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

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

Kieran Moore: ‘No Client Has Ever Asked For More Junior People On Their Account’
  • Advertising

Kieran Moore: ‘No Client Has Ever Asked For More Junior People On Their Account’

Kieran Moore is one of Australia’s most experienced public relations leaders, having most recently served as the CEO of public relations, government relations, experiential and design for WPP AUNZ, following a six-year stint as the CEO of Ogilvy PR. Now as the director and principal at comms and reputation management consultancy Brangwin and Moore, which […]

Zitcha appoints Josh Forsyth as sales lead to drive retail media growth across APAC
  • Advertising

Zitcha appoints Josh Forsyth as sales lead to drive retail media growth across APAC

Following global expansion and continued strong local demand Zitcha appointed Josh Forsyth as APAC sales lead. Lead image: Josh Forsyth, sales lead, Zitcha. Australian-headquartered Zitcha, which operates across four continents in countries including the US, UK, Canada, New Zealand and South Africa, is looking to Asia as the next major emerging retail media market. In […]

Moët Hennessy NZ Adds Special PR To Agency Roster
  • Advertising

Moët Hennessy NZ Adds Special PR To Agency Roster

Special PR has been added to Moët Hennessy’s roster of communications agencies in New Zealand following a competitive pitch. Special PR will be responsible for integrated communications for Moët Hennessy across its luxury brands, including Cloudy Bay, Whispering Angel, Veuve Clicquot and Glenmorangie. The scope of work includes media relations, influencer marketing, content creation, events […]