The Trade Desk has launched Kokai Zuma, the latest release of its Kokai platform, adding agentic artificial intelligence capabilities, simplified measurement tools and a redesigned user experience.
The release is designed to help advertisers prioritise campaign outcomes, automate campaign changes and reduce time spent on routine workflows. Kokai, launched in 2023, is The Trade Desk’s platform for planning, buying and measuring advertising across the open internet.
The update expands the role of Koa, The Trade Desk’s AI system, which analyses more than 20 million ad impressions every second. Koa now supports campaign creation, audience building, troubleshooting, performance analysis and frequency optimisation through its conversational assistant and specialised agents.
Zuma also adds enhancements to Conversion Lift, reporting and the Report Builder. Its refreshed interface highlights campaign metrics and trends, while the Applied Settings View consolidates targeting parameters. Upgraded bulk editing lets users preview the potential impact of changes before applying them.
The Trade Desk said investments in its forecasting engine and AI infrastructure have produced an average 32% improvement in CPA performance in initial results.
“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.”
“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 globally to Kokai clients from August 27, with additional capabilities and enhancements expected over time.
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First Published on August 27, 2026, 18:31:02 IST