Strategic Partnership Aims to Revitalize The Trade Desk’s Growth Trajectory

The Trade Desk, a prominent player in the advertising technology sector, is navigating a challenging period marked by the sluggish adoption of its new Kokai platform. User feedback citing interface complexities, including a contentious “periodic table” design element, has contributed to slower-than-expected growth. In a strategic move announced Wednesday, the company is partnering with data giant Acxiom to launch a new measurement solution dubbed “True Intelligence,” aiming to restore investor confidence.

This new system integrates Acxiom’s “Real ID” identity technology with The Trade Desk’s Kokai platform, also leveraging the Unified ID 2.0 standard. The collaboration promises a significant advancement for advertisers: the ability to track the direct impact of their digital and Connected-TV advertising campaigns on both online and offline sales. For the first time, this measurement... Read more...