The Trade Desk Revamps Digital Advertising Data Marketplace with Audience Unlimited
The Trade Desk has launched Audience Unlimited, a bold upgrade to its third-party data marketplace aimed at helping advertisers leverage AI-powered data targeting across thousands of curated audience segments from privacy-conscious providers. This overhaul intends to reduce complexity and cost while improving campaign effectiveness.
Samantha Jacobson, The Trade Desk’s Chief Strategy Officer, explained that Audience Unlimited transforms how marketers access third-party data: by aggregating demand, applying AI to measure relevance, and unlocking bulk pricing to deliver precision at scale.
More Intelligent & Flexible Targeting
Alongside Audience Unlimited, The Trade Desk introduced Koa Adaptive Trading Modes, giving advertisers two parallel AI approaches:
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Performance Mode: Here, Koa acts as a co-pilot dynamically optimizing bids and allocations while transparently applying Trade Desk innovations like Predictive Clearing, Identity Alliance, Prism, and Audience Unlimited.
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Control Mode: Advertisers retain manual control over bids and allocations, while agentic AI provides recommendations. They can also pick and choose which performance tools are applied.
In Control Mode, rates for Audience Unlimited are tiered (3.3% and 4.4% of impression costs). In Performance Mode, the feature is included at no extra cost. Advertisers who prefer traditional access can still opt for a la carte pricing.
Industry Views & Implications
Michael Beebe, CEO of Dstillery, noted that integrating AI-driven audience selection directly into campaign strategy helps elevate data from a complementary input to a core performance engine.
Anne Acker, SVP at LiveRamp, added that third-party data remains vital; Audience Unlimited simplifies segment selection and aligns marketers with more efficient responses.
Audience Unlimited and Koa Adaptive Trading Modes will roll out first to select agencies on the Kokai platform in late 2025, with a broader release slated for early 2026.
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