Trade Desk's Kokai Zuma: AI Cuts Campaign Costs 32%

The Trade Desk has rolled out Kokai Zuma, a major platform upgrade that uses agentic artificial intelligence. This upgrade aims to cut campaign costs for advertisers. The company says early results show an average 32% improvement in cost per acquisition. Kokai Zuma layers AI across campaign creation, audience targeting, frequency optimization, and measurement. It rebuilds the underlying forecasting engine and AI infrastructure to predict ad inventory and model campaign outcomes. The upgraded Koa AI system now operates in real time, helping automate routine tasks and troubleshoot campaigns. A key feature is Koa Assistant, which allows advertisers to manage campaigns and analyze performance using natural language. The system can identify relevant audiences, and a feature called Audience Unlimited extends this capability across over 70% of global data providers. The company is also pushing automation in frequency optimization, with Koa now adjusting settings based on campaign objectives and live data. Measurement and reporting are also enhanced, with features like Conversion Lift and a reorganized reporting homepage. The bottom line: The Trade Desk is betting that more advanced AI will make advertising campaigns more efficient and cost-effective for businesses.