Today, The Trade Desk announced Audience Unlimited, a major upgrade to its third‑party data marketplace. The new platform will use AI to score data segments by relevance to advertisers’ campaigns across thousands of curated segments from hundreds of trusted, privacy‑conscious providers.
Advertisers can add all relevant data sources to campaigns at a lower, inclusive cost than traditional a‑la‑carte pricing. The platform introduces two Koa Adaptive Trading Modes—Control Mode with tiered rates of 3.3% and 4.4% of impression costs, and Performance Mode where Audience Unlimited is included at no additional cost.
Audience Unlimited and the new trading modes will be available to select agencies on Kokai in late 2025, and to all users early 2026. The upgrade is integrated with Kokai, allowing advertisers to adapt their strategy based on campaign requirements, and aims to transform how marketers use third‑party data.
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