The Trade Desk has unveiled a significant upgrade to its third-party data marketplace with the launch of Audience Unlimited, a solution designed to optimize data pricing for advertisers. This AI-driven product automatically scores and ranks data segments based on relevance, minimizing the reliance on expensive, à la carte data fees. Currently, advertisers allocate nearly 20% of media budgets to third-party data. Audience Unlimited enables targeted advertising across thousands of curated segments from various providers at a more affordable rate.
Additionally, the introduction of Koa Adaptive Trading Modes offers advertisers flexibility between full AI-driven optimization (Performance Mode) and manual oversight (Control Mode) at competitive pricing of 3.3% or 4.4% of impression costs. Both features will be available to select agencies in late 2025 and expanded in early 2026. Industry leaders view this as a transformative shift in targeting strategies, paving the way for the future of media buying by blending AI with trusted data sources.
