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Lead DevelopmentFACT · 4/5•27 Aug '26•Via Digiday

The Trade Desk updates Kokai with Zuma release

Announced Aug 27, 2026, The Trade Desk’s Zuma is a dialogue-driven, incremental upgrade to its Kokai DSP that emphasizes UX refinements, workflow controls and faster measurement rather than a full relaunch. Zuma introduces Ask Koa, a conversational UI (open beta) that exposes multiple agentic back-end AI agents for help/search, campaign creation, insights, troubleshooting, frequency optimization and audience creation; some agentic features remain opt-in/closed beta. UX and workflow updates replace the periodic-table default, surface pacing and performance on campaign pages, add bulk editing, dedicated troubleshooting and modeling views, and integrate retail/e‑commerce data for audience building. Measurement enhancements include one‑click Lucid lift studies, a GeoLift study and an automated Nielsen IQ integration. Kokai adoption is now reported at 100% of clients.

•Announced Aug 27, 2026: Zuma rollout for Kokai; Kokai adoption reported at 100% of clients.
•Ask Koa conversational AI (open beta) exposes multiple agentic back-end agents for campaign build, analysis and troubleshooting; some capabilities are closed-beta/opt-in.
•UX/workflow changes: removes periodic-table default, surfaces pacing/performance on campaign landing pages, adds bulk edits, modeling and troubleshooting views, and integrates retail/e‑commerce data for audience building.

Entities:The Trade Desk Goodway Group Nielsen ADZINE dfv Mediengruppe HORIZONT Yahoo NIQ Amazon luc.id Stagwell Adobe Google

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