September 29, 2025 — Leads & Copy — The Trade Desk (NASDAQ: TTD) unveiled Audience Unlimited, a major upgrade to its third-party data marketplace, designed to help advertisers optimize campaigns and improve target audience reach. The new offering leverages AI to score data segments by relevance, providing advertisers with access to thousands of curated segments from various data providers at a lower, inclusive cost.
According to The Trade Desk, Audience Unlimited removes obstacles related to the cost and effectiveness of third-party data by using AI to score data segments and offering bulk pricing. Advertisers can add relevant data sources to campaigns with consistent pricing and seamless integration.
Samantha Jacobson, Chief Strategy Officer at The Trade Desk, said that Audience Unlimited will transform marketers’ views on the value and cost of third-party data, passing savings on to advertisers. The platform’s AI will help advertisers understand the relevance of data sources to their campaigns.
The Trade Desk is also introducing new Koa Adaptive Trading Modes to allow advertisers to adapt to campaign strategy and requirements. Performance Mode uses Koa as a co-pilot to optimize bids and allocation, while Control Mode allows traders to manage bids manually with AI surfacing recommendations.
Michael Beebe, CEO of Dstillery, noted that the solution transforms data from an afterthought into a core driver of performance by embedding AI-powered audience selection directly into campaign strategy. Anne Acker, SVP of Commercial Partnerships at LiveRamp, added that Audience Unlimited helps pave the way for the future of media buying and takes the guesswork out of finding and building high-quality segments from trusted data sources.
Audience Unlimited and Koa Adaptive Trading Modes will be available for select agencies on the Kokai platform in late 2025 and to all users early 2026.
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Source: The Trade Desk
