The Trade Desk rolls out Zuma, Kokai's next phase, with Koa AI assistant
Zuma marks the next stage of The Trade Desk's Kokai platform, adding a refreshed interface, the Koa AI assistant, and updated measurement tools for traders on the open internet. Several features remain in closed beta, including Koa frequency management, conversion lift enhancements, and bulk editing previews that show the impact of changes before they go live. The company reports a 32% average CPA improvement in a global analysis comparing campaigns run with Koa Optimizations against the prior model, based on 62 campaigns and described as statistically significant.
Campaign teams gain a single AI layer that spans audience building, troubleshooting and performance analysis instead of switching between separate tools inside Kokai. Buyers testing Koa Optimizations should expect pacing and CPA changes to show up in reporting as the feature rolls out of closed beta, and the new report builder and Audience Unlimited give planners more direct access to third-party data and custom reporting dimensions. Agencies managing Trade Desk spend should watch for wider Koa availability, since the closed-beta features are likely to become defaults once tested at scale.