Inside The Trade Desk’s Claude-powered campaign agent

The Trade Desk has a long history of AI ambition and a more complicated history of AI delivery. Its latest effort is notably smaller in scope and notably harder to argue with. 

The ad tech company is currently talking to agency execs about its new agentic capabilities, which it calls Koa Agents, that automate significant chunks of the programmatic workflow. The system is built to connect with whatever AI model a partner is using — including Anthropic’s Claude — through an interoperability layer called Open Agentic Kit. 

According to one agency exec familiar with those conversations, a workflow built on Claude that connects to the platform can ingest a media plan, reformat it into a template that’s compatible with the ad tech vendor’s system and then build the campaign. From there, it can troubleshoot creative issues and generate recommendations on what to do next including the reasoning behind such suggestions. 

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Media Buying Briefing: What buyers expect out of this year’s upfront marketplace

This briefing is made available to all Digiday readers through a partnership with sponsor DirecTV Advertising.

Outcome. Defined as “the final result, consequence, or end product of a process, action, situation, or series of events.” It’s a perfect word to describe the hopes of sellers and marketers in this upfront marketplace, who through their agencies want to get to that holy land — embodied as the latest buzzword in media planning and buying. 

With upfront season officially kicked off and in gear, outcomes are a major goal of the deals that will get struck over the coming weeks and possibly months. (According to five investment executives and consultants reached for this story, no actual upfront deals have been struck yet, at press time.) Outcomes-based deals move the broader video landscape from buying audiences generally to finding ways to prove that the advertising purchased had an affect on the consumers reached. 

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