The Trade Desk is enhancing its digital advertising data marketplace with the launch of Audience Unlimited, designed to make third-party data more accessible and cost-effective for advertisers. Third-party data enables precise audience targeting, yet high costs and data inefficiencies hinder widespread adoption. Audience Unlimited employs AI to score thousands of curated segments, allowing advertisers to integrate relevant data into campaigns at predictable rates. The new Koa Adaptive Trading Modes feature offers two operating modes: Performance Mode optimizes bids with AI assistance, while Control Mode gives advertisers manual oversight, with AI-derived recommendations. Audience Unlimited pricing is tiered at 3.3% and 4.4% in Control Mode, while it’s free in Performance Mode. This innovative platform is set to be available in late 2025 for selected agencies, with full access anticipated by early 2026. Samantha Jacobson, chief strategy officer, emphasizes the transformational potential of Audience Unlimited for optimizing campaign performance.
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