The Trade Desk, the world’s largest independent ad-buying platform, on Thursday launched a refabbed version of Kokai, its tool for media planning, buying, and measurement.
The new version introduces a suite of AI tools and eliminates the widely pilloried periodic table-inspired interface as the default view, confirming ADWEEK reporting from earlier this year. The new de facto interface will be centered on users’ applied settings.
Company leadership suggested the deprioritization of the programmatic table view was a response to media buyers’ gripes.
“We’ve heard from clients that when they’re in an ad group, what they’re really trying to answer is questions like, ‘Where do I need to focus my attention? Of all of my settings, what’s limiting scale, and why? Why isn’t this delivering, and what can I do to improve it?’ This new applied settings view is designed to make ad group management and troubleshooting so much easier for our customers,” said Samantha Ross, the company’s senior director of product marketing.
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