The Trade Desk introduces AI-powered data marketplace

The Trade Desk has announced Audience Unlimited, a major upgrade to the third-party data marketplace within digital advertising. The offering aims to address advertiser concerns about the high cost and complexity of using data, while unlocking greater precision in targeting.

Third-party data is often underutilised because advertisers struggle to identify effective sources and manage unpredictable pricing. Audience Unlimited uses AI to evaluate data segments across thousands of curated options from trusted, privacy-conscious providers, allowing advertisers to add relevant sources at a consistent, lower cost compared with traditional a la carte pricing.

Samantha Jacobson, Chief Strategy Officer, The Trade Desk: "Audience Unlimited is going to transform the way marketers think about the value and cost of third-party data. Brands that leverage third-party data to optimize their campaigns consistently see significantly improved performance. However, the complexity of the data marketplace to date has made the deployment of data somewhat anemic. By securing bulk pricing for data, The Trade Desk can pass on savings to advertisers, and our advanced AI will help advertisers understand the relevance of all data sources to their campaigns and layer in as much as they need to optimize performance."

Audience Unlimited will be integrated into the Kokai platform and offered through tiered pricing in Control Mode at 3.3 and 4.4 percent of impression costs, while included at no additional cost in Performance Mode. Advertisers can still purchase data individually if preferred.

Alongside Audience Unlimited, The Trade Desk will introduce Koa Adaptive Trading Modes, giving advertisers the choice between two AI-driven approaches:

Performance Mode: Koa operates as a co-pilot, automatically optimising bids and allocations to maximise efficiency while maintaining transparency and control.

Control Mode: Advertisers manage campaigns manually, with AI surfacing recommendations. Performance features can be added individually in this mode.

Michael Beebe, CEO of Dstillery: "The Trade Desk's Audience Unlimited represents a fundamental shift in how advertisers approach targeting. By embedding AI-powered audience selection directly into campaign strategy, it transforms data from an afterthought into a core driver of performance."

Anne Acker, SVP of Commercial Partnerships, LiveRamp: "Third-party data is an essential driver of growth, helping advertisers reach more audiences, uncover new insights, and make smarter marketing decisions. Solutions like Audience Unlimited help pave the way for the future of media buying, taking the guesswork out of finding and building high-quality segments from trusted data sources."

Audience Unlimited and Koa Adaptive Trading Modes will roll out to select agencies in late 2025, with broader availability planned for early 2026.

www.thetradedesk.com

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