The Trade Desk Releases New AI Tools Meant to Open Up Black Box Programmatic

The Trade Desk is using artificial intelligence to give marketers a clearer picture of where their programmatic dollars actually go. The ad platform announced three new tools on Tuesday meant to simplify the programmatic buying process and better predict who exactly advertisers can expect to reach ahead of each campaign. The rollout comes as brands have grown frustrated with the often-opaque nature of placing and measuring large-scale automated advertising results. "We feel that we've revamped the user experience--we've adopted a new and transparent form of AI, and we think that this is going to make many of the complexities of programmatic much, much simpler for everyone," said Kathleen Comer, The Trade Desk's vp of client services. "We think that's going to impact the future of programmatic because buying will be much more simple, more intuitive. And when buying becomes more simple and intuitive, it becomes more scalable, which is infinitely important."