Category: In the News

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Media Buying Briefing: Two years later, media buyers still aren’t fully sold on The Trade Desk’s Kokai platform

Two years after its launch, The Trade Desk’s Kokai tool has acquired a mixed reputation among the agency media buyers it was designed for.

Kokai was supposed to be the DSP titan’s next shield against the tech giants. The hope was that by making ad inventory on the web easier to invest in, brands and buyers would buy more ad inventory outside the walled gardens.

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TikTok pushes deeper into AI-powered ads amid uncertainty over U.S. ban

While TikTok’s U.S. lifespan remains uncertain, the entertainment app is firmly focused on its future.

“When I met with TikTok last week, they were talking me through their product roadmap for the rest of the year,” said one Cannes Lions attendee, who asked for anonymity to speak candidly about what they discussed during their meeting with TikTok at the festival. 

A big part of that roadmap includes evolving their eight-month-old AI-campaign tool, Smart+, so marketers have more control over how it buys their ads.

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