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Investing.com -- The Trade Desk (NASDAQ:TTD) stock surged 6.9% Monday after the advertising technology company announced plans to launch Audience Unlimited, a major upgrade to its third-party data marketplace.
The new platform aims to transform how advertisers utilize third-party data by removing cost barriers and complexity. Audience Unlimited will leverage AI to score data segments by relevance across thousands of curated segments from hundreds of data providers, allowing advertisers to add relevant data sources to campaigns at a significantly lower cost than traditional pricing models.
"Audience Unlimited is going to transform the way marketers think about the value and cost of third-party data," said Samantha Jacobson, Chief Strategy Officer at The Trade Desk. "By securing bulk pricing for data, The Trade Desk can pass on savings to advertisers, and our advanced AI will help advertisers understand the relevance of all data sources to their campaigns."
The company will also introduce new Koa Adaptive Trading Modes, giving advertisers flexibility to adapt their Kokai platform usage based on campaign strategy. The two options include Performance Mode, where AI acts as a co-pilot to optimize bids and allocation, and Control Mode, where traders manually manage bids with AI recommendations.
For Audience Unlimited access, advertisers will pay tiered rates of 3.3% and 4.4% of impression costs within Control Mode, while in Performance Mode, the service is included at no additional cost.
The new offerings will be available to select agencies in late 2025 and to all users in early 2026, according to the company.
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