Global ad tech firm The Trade Desk is launching a new artificial intelligence (AI) offering to help advertisers utilise data-driven insights in addition to forecasting and buying digital media more efficiently.

The technology, known as the Next Wave, features three components, most noticeably, Koa – an AI-technology that aids in decision making and optimising campaign performance.

The AI is built on The Trade Desk’s data set – including nearly nine million queries every second – to help buyers extend audience reach and spend more efficiently.

Other components include The Trade Desk Planner which delivers audience insights and informs ad strategies across channels and devices and Megagon, a user interface that proactively surfaces tailored insights and offers Koa recommendations to help advertisers make decisions in real-time.

According to The Trade Desk, this will save buyer’s time and allow better management of ad budgets without sacrificing transparency and control.

Smarter optimisation

The new offering will allow advertisers to activate cross-channel campaigns that identify high-value opportunities in addition to immediate visibility into the impact on the scope and spend for optimisation or setting selected in the platform.

Lastly, with the use of Koa, advertisers can make smarter more effective data-driven decisions to optimise campaign performance.

“We are proud to launch the Next Wave to deliver on the promise of programmatic – a more data-driven approach to advertising that benefits advertisers, publishers and consumers,” said Jeff Green, CEO and founder of The Trade Desk; “By enhancing the innovations on our platform that have always set us apart, we are giving agencies and brands more control and power and a great user experience. This is truly the next wave of digital advertising.”