The Trade Desk is pushing out another update to Kokai, its buying platform. But don’t expect the same uproar as its last major overhaul three years ago. Unlike then, this one leans on fixes agencies have been asking for rather than forcing them through a disruptive integration.
When Kokai launched, buyers complained they were being forced onto a platform that wasn’t ready for how they actually worked. In turn, they started spending money they would’ve otherwise spent with The Trade Desk elsewhere. That frustration got blamed for the company’s revenue miss since going public, and its stock fell 33% on the news in Q4 2024.
With this update, the plan is to do the opposite.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.