Business Wire | June 07, 2023
Global advertising technology leader The Trade Desk (Nasdaq: TTD) today launched Kokai, a new approach to digital advertising innovation that incorporates major advances in distributed artificial intelligence (AI), measurement, partner integrations and a revolutionary, intuitive user experience. With these innovations and others, Kokai ensures that marketers at all levels can easily benefit from the full power and sophistication of programmatic advertising.
In a major advancement in programmatic AI, Kokai distributes deep learning algorithms across all aspects of the digital media buying process. With access to more than 13 million advertising impressions every second, each of which may contain thousands of distinct signals, Kokai’s AI innovations serve as a co-pilot to the programmatic marketer, helping make sense of that complexity in a few milliseconds – in order to help advertisers buy the right ad impressions, at the right price, to reach the target audience at the best time.
Kokai’s distributed AI capabilities build on The Trade Desk’s pioneering AI work with Koa, launched in 2018. While Koa assisted the marketer in setting up campaigns based on business objectives and optimizing based on performance, Kokai distributes the power of Koa’s AI across various aspects of media buying on The Trade Desk platform. This includes predictive clearing, which ensures traders make bids at the optimal level; scoring every ad impression based on relevance to the advertiser; upgrading measurement and forecasting; increasing resilience, even in the absence of identifiers; budget optimization; and KPI scoring.
“The Trade Desk benefits from a rich yet highly complex dataset with very high integrity. With Kokai, we are able to help our clients make sense of that data with AI, and help the marketer make the best decisions at every turn,” said Jeff Green, Founder and CEO, The Trade Desk. “Building on our ground-breaking work with Koa, we are distributing AI across our platform, so that it can serve as an expertly trained co-pilot to today’s modern marketer.”
Measurement Innovations – Free Retail Measurement from Select Retail Pioneers
Kokai will also feature major new innovations in digital advertising measurement. As more advertisers embrace the power of connected TV (CTV) and retail media marketing opportunities, there is more demand to develop new ways to measure performance in these key channels. With Kokai, The Trade Desk will be launching:
Added-value retail measurement data from pioneer retailers including Albertsons Media Collective, Walgreens Advertising Group, and others when audience data is turned on.
The Retail Sales Index – A new benchmark for measuring online and offline retail sales against retail ad spend – in one place.
The TV Quality Index – Measuring the quality of the ad experience that the viewer is having across all streaming platforms and streaming content, to ensure that every campaign targets the most relevant inventory for any specific audience group.
The Quality Reach Index – Helping marketers expand their loyal customer base by accurately targeting the most relevant customer profiles.
Partner Portal for Simple, Seamless Integrations
Considering the accelerated rate and pace of innovation in advertising technology, Kokai will also feature the Partner Portal, where thousands of new partners will be able to integrate directly with The Trade Desk using simple, standard adapters. As a result, advertisers will have access to a wide array of trusted partners and services, creating an essential innovation hub of the open internet. At launch, the Partner Portal will incorporate standard adapters for key areas such as OpenPath, Unified ID 2.0, retail onboarding, measurement and third-party audience data and contextual targeting. In alpha phase, the Partner Portal has successfully helped more than 400 partners integrate seamlessly over the last two quarters.
The Programmatic Table
“Programmatic advertising has evolved rapidly over the last five years, and we need to ensure that we surface the full power of data-driven decisioning for all marketers as intuitively as possible,” said Green. “Kokai’s innovations in areas such as advanced measurement, collaborative innovation, and a radical new UX will ensure The Trade Desk remains at the forefront of programmatic innovation in service of value for marketers.”
The Trade Desk is unveiling Kokai at a launch event today in New York City, featuring Jeff Green, Founder and CEO of The Trade Desk; Kristi Argyilan, SVP, Retail Media, Albertsons Media Collective; Marcy Greenberger, EVP, Managing Partner, UM/IPG; and Diego Vaccarezza, VP, Enterprise Media, CVS Health. The event will also be available via livestream.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube.
AD TECH AND MARTECH
PR Newswire | May 08, 2023
Quadrant Knowledge Solutions announced today that it has named The Trade Desk as a 2023 Leader in the SPARK Matrix analysis of the global AdTech Platform market.
The Quadrant Knowledge Solutions SPARK Matrix™ includes a detailed analysis of global market dynamics, major trends, vendor landscape, and competitive positioning. The study provides competitive analysis and ranking of the leading technology vendors in the form of its SPARK Matrix. It gives strategic information for users to evaluate different vendor capabilities, competitive differentiation, and market position.
According to Prakhar Bansal, Analyst, Quadrant Knowledge Solutions, "The Trade Desk's AdTech platform offers a cloud-based Demand Side Platform (DSP) that enables advertisers to manage digital campaigns across various ad formats, including display, video, audio, native, and connected TV through various devices. The company is also invested in building a strong partner ecosystem through integrations with major data, inventory, and publisher partners, ensuring maximum reach and decisioning capabilities, and enterprise APIs enabling custom development on the platform. AdTech platform continues to deliver value to its customers through its key technology differentiators including integration with connected media channels, marketplaces for premium inventory, identity resolution with Unified ID 2.0 (UID2), and other features to drive improvements in campaign performance". Prakhar added: "With its support for a broad range of use cases, ease of deployment and customer service excellence, The Trade Desk has retained its leadership position in the global AdTech market."
"At The Trade Desk, we are dedicated to providing our clients with innovation that enables them to achieve their advertising goals with greater precision and efficiency," said Gruia Pitigoi-Aron, Senior Vice President of Product, The Trade Desk. "Being recognized as the leader in the SPARK Matrix for AdTech Platforms and achieving top scores in both technology excellence and customer impact are testaments to the tireless efforts of our team. This recognition validates our commitment to delivering value to our clients, as well as providing the industry with solutions that drive measurable business results."
Quadrant Knowledge Solutions defines AdTech Platform as a "set of software tools and technologies for planning, executing, automating, and managing digital advertisements across digital channels, including search, social, display, OTT, mobile, video, and others to optimize ad campaign performance. Ad Tech often includes a variety of analytics tools that enable publishers to increase their advertising revenue and advertisers to optimize ROI through effective campaigns towards reaching the target audience and gathering customer insights. An ad tech platform combines the entire advertising ecosystem that involves buying, selling, tracking, analyzing, and optimizing digital ads and campaign performance. The platform consists of several tools and technologies, including supply-side platforms, demand-side platforms, ad networks, and ad servers."
About The Trade Desk
Backed by over a decade of innovation, The Trade Desk empowers marketers with the tools they need to achieve growth, reach new audiences, and prove their impact. For modern marketers, leveraging data is the key to brand growth. This is why more advertisers are prioritizing the value of the open internet. Unlike walled gardens, the open internet lets you use data to grow your audience across the widest range of websites, apps, podcasts, streaming TV platforms, and more – comparing performance openly and objectively.
About Quadrant Knowledge Solutions
Quadrant Knowledge Solutions is a global advisory and consulting firm focused on helping clients in achieving business transformation goals with Strategic Business and Growth advisory services. At Quadrant Knowledge Solutions, our vision is to become an integral part of our client's business as a strategic knowledge partner. Our research and consulting deliverables are designed to provide comprehensive information and strategic insights for helping clients formulate growth strategies to survive and thrive in ever-changing business environments.
Business Wire | May 02, 2023
DoubleVerify (“DV”) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released findings from its “Post-Cookie Questions: The Evolution of Advertising Strategies and Sentiments.” This second report in DV’s ‘Post-Cookie Questions’ research examines the evolution of cookie deprecation strategies, the shift towards user privacy and its impact on digital advertising. The first report, which was released in early 2022, evaluated the impact of industry changes in their business models and forward-looking strategies.
Conducted in February 2023, across four global markets (U.S., LATAM, APAC & EMEA), the latest report polled over 800 respondents with a wide breadth of industry backgrounds – from media buyers and ad operations to senior decision-makers on both sides of the industry.
Key findings of the report include:
Cookie Depreciation Concerns Remain High, But Lessen Year-Over-Year
Overall publisher concern about the impact of cookie deprecation on their business remains consistent year-over-year, with 60% of publisher respondents indicating they were either “very concerned” or “moderately concerned.” However, those who stated “very concerned” decreased year-over-year by one-quarter (25%). Advertisers indicated that “multiple browsers phasing out third-party cookies” was their primary concern amidst recent privacy changes. Only 24% of the surveyed publishers stated they currently had a post-cookie solution in place. The remaining respondents were either still testing or hadn’t yet begun the process.
Publisher Revenue Expectations and Audience Reach Are Top of Mind
With third-party cookie deprecation and other privacy-related changes, 48% of publisher respondents in 2023 anticipate cookie deprecation having a positive impact on their company’s revenue. This is a decrease from the 64% of respondents who answered the same in 2022.
On the advertising side, 31% of advertisers indicated that their ability to target audiences effectively was among their greatest concerns in a cookieless future. Meanwhile, nearly 50% of publishers believed that making data accessible in open-market environments will be one of the biggest challenges with relying on first-party and contextual data.
When it comes to first-party data offering and strategies, both publishers and brands vie for supremacy. Nearly half of all advertisers surveyed cited their own first-party data activation as the cookie-independent solution that holds the most promise. Meanwhile, nearly half of all publishers stated the same for their own first-party data activation, highlighting the misalignment.
Publishers and Advertisers Agree that Contextual and Attention Measurement Are Top Priorities
As publishers and advertisers try to balance delivery and scale, contextual solutions and capabilities are top priorities. 96% of publishers surveyed say that contextual advertising capabilities will be important for their businesses in 2023, and 76% of them considered the quality of their contextual capabilities as “good” or “very good.”
For the advertisers, 94% of respondents stated they were planning to rely on contextual advertising for at least some of their buys in their 2023 media strategies, and 78% of them went on to state that the contextual advertising capabilities they’ve seen from publishers as “good” or “very good.”
“While interest in both contextual and attention-based advertising is on the rise, publishers must always consider what works best for their clients. Attention and contextual solutions represent new opportunities to measure performance in privacy-friendly ways,” said Steven Woolway, EVP of Business Development at DoubleVerify. “Our survey findings indicate that in a post-cookie future, both of these will play a role. In that pursuit, trusted third-party metrics can allow publishers and brands to speak a common language on these topics in the marketplace.”
Publishers and Brands Look to Align on Attention in 2023
Both brands and publishers pointed to attention’s potential as an advertising currency. Publishers have already started adapting, as 94% of publisher respondents have described attention-based capabilities as important to their business this year. On the buy side, advertisers also plan to rely on attention-based metrics (96%) in either most or some of their ad buys in 2023.
“The imminent deprecation of third-party tracking has publishers and advertisers looking for viable solutions and it seems that both sides are in agreement with contextual, attention and first-party data strategies,” added Woolway. “Opportunities are abundant for publishers and advertisers to align in new and impactful ways, and now is the time to cultivate direct partnerships and develop or refine capabilities.”
To learn more about DV’s efforts to equip both sides of the industry with tools and services to build trust and alignment between buyers and sellers, visit https://doubleverify.com/publishers/.
DoubleVerify is a leading software platform for digital media measurement and analytics. Our mission is to make the digital advertising ecosystem stronger, safer and more secure, thereby preserving the fair value exchange between buyers and sellers of digital media. Hundreds of Fortune 500 advertisers employ our unbiased data and analytics to drive campaign quality and effectiveness, and to maximize return on their digital advertising investments – globally.