Kokai in 12 Minutes

Summary

The speaker emphasizes the importance of partnership for the success of the open internet, introducing 'Kokai' as a platform for collaboration. They discuss enhancing advertiser control, the shift towards buy-side decisioning, and the significance of first-party data utilization through products like Galileo. The script also highlights innovations in audience-based targeting, identity strategies with UID2, and the Retail Sales Index for seamless measurement and targeting. The speaker unveils new features and tools, including an upgraded user experience resembling a 'programmatic periodic table', aiming to streamline campaign creation and optimization.

Takeaways

• 🌊 Kokai, meaning 'open waters' in Japanese, symbolizes the concept of being 'open for business' and collaboration.
• 🤝 The success of the open internet depends on partnerships, particularly between advertisers and platforms.
• 🔧 Decisioning is moving to the buy side, and enhancing these tools is critical for content sustainability and increased efficacy.
• 📊 First-party data is crucial for advertisers to succeed on the open internet, and trust in using this data is essential.
• 🌱 'Seeds' refer to concentrated data insights about existing customers, which can be leveraged for growth.
• 🔍 Over 450 integrations have been made in the last two quarters, enhancing the platform’s capabilities and partnerships.
• 💡 AI is now deeply integrated into The Trade Desk’s platform, driving a reevaluation of internet assets and enhancing decision-making.
• 🌐 A strong identity strategy is vital for advertisers, with UID2 playing a central role in the future of connected TV (CTV) impressions.
• 🛒 A new user experience is coming, including a 'shopping cart' functionality that shows the impact of decisions on various metrics.
• 🔬 A 'programmatic periodic table' will be the centerpiece of the new user experience, guiding users on where to start and what to change for optimal impact.

Q & A

What does 'Kokai' mean in Japanese, and how does it relate to the open internet?

Kokai means 'open waters' in Japanese and is also a slang term for 'open for business.' It symbolizes the opportunity for collaboration and the open internet's potential for success through partnerships.

What is the significance of 'decisioning' in the context of the script?

Decisioning refers to the process of moving more decision-making to the buy side in the advertising ecosystem, where advertisers are willing to pay for better tools to increase efficacy and justify their ad spend.

How does the speaker suggest advertisers can take advantage of the power of decisioning?

Advertisers should invest in better tools for decisioning and utilize their first-party data effectively to enhance the performance of their advertising campaigns.

What is the role of first-party data in building trust and winning in the open internet?

First-party data is crucial for building trust with advertisers. By using their own data effectively, advertisers can personalize and improve the relevance of their marketing efforts, which is key to winning in the open internet.

What updates were made to Galileo to improve the use of first-party data?

Galileo has been upgraded with 14 new data partners, seven new CDP clean room partners, and numerous UX improvements to make it easier for advertisers to leverage their first-party data.

Can you explain the concept of 'seeds' as mentioned in the script?

Seeds represent concentrated data or insights about people who have already bought a product. They are the foundation for growing more extensive marketing strategies by leveraging existing customer data.

What does the speaker mean by an 'audience-based' platform?

An audience-based platform focuses on creating and targeting specific audience segments using first-party data, rather than just selecting inventory, to improve the effectiveness of advertising campaigns.

How many integrations has The Trade Desk done in the last two quarters, and what types?

The Trade Desk has done over 450 integrations in the last two quarters, including 52 in user data, 44 in media inventory, and over 350 platform API integrations.

What is the purpose of launching the partner portal by The Trade Desk?

The partner portal is launched to create an open collaboration hub for developing various types of products, emphasizing an effective, clean, and transparent supply chain in the advertising ecosystem.

What is the significance of UID2 and how does it impact the open internet?

UID2 is a universal identity solution that allows advertisers to connect their data to marketing efforts without leaving their environment. It is a game-changer for the open internet as it enables more effective targeting and measurement across different channels, including CTV.

What is the Retail Sales Index and how does it benefit advertisers?

The Retail Sales Index is a new product that connects measurement to targeting, providing free retail measurement for advertisers who sign up for targeting from participating retailers. It offers objective, effective measurement from the bottom to the top of the funnel.

What is the TV Quality Index and how does it help in shifting budgets?

The TV Quality Index is a product that pinpoints the value of professionally produced content, helping to shift advertising budgets from user-generated content to premium content, showcasing the value of premium in the digital space.

What changes can users expect in the new user experience by the end of summer?

Users can expect a new user experience oriented around the concepts discussed in the script, including a 'shopping cart' functionality that shows the impact of decisions on relevant scores, expressiveness, budgeting, and forecasting.

What is the significance of the programmatic periodic table introduced in the script?

The programmatic periodic table is a new paradigm for the user experience that organizes the building blocks of advertising campaigns, making it easier for advertisers to understand where to start and how to optimize their campaigns for maximum impact.