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How Audience Unlimited scales data use for all stakeholders

Audience Unlimited offers advertisers more predictable pricing that allows them to easily identify and activate third-party audience segments within The Trade Desk’s data marketplace. The solution gives data providers more opportunities for their segments to be discovered, tested, and reused across campaigns.

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Audience data can be the key to unlocking more precise and outcome-driven campaigns, but fragmented buying tools and variable pricing can limit adoption. Audience Unlimited presents a more predictable pricing model, allowing advertisers to activate segments during campaign planning, further enabling steadier demand, better relationships, and the potential for more consistent revenue. 
 

Opening the door to explore relevance and test more data 

Imagine an auto brand aiming to reach buyers in-market for a new pickup truck. The auto brand may intuitively look at segments like “recent truck researchers,” “auto parts buyers,” and “outdoor towing enthusiasts.” But there may be an overlap between truck owners and other behaviors. By using a brand’s first-party conversion data as a campaign seed, the platform encourages advertisers to explore new and expanded data segments based on relevance, while allowing data providers to surface additional opportunities for their datasets. 

This helps reduce the friction that often prevents advertisers from testing and reusing data segments. With more predictable, low pricing, advertisers can test multiple audience approaches and refine targeting based on performance. As a result of better and more precise targeting, campaigns can reach customers during their research and decision phases — for more efficient media investment overall. 

As a data provider, new opportunities come from: 

  • Actionable reporting from The Trade Desk that highlights how advertisers are using data segments — including relevance, performance, and adoption trends. 

  • Increased transaction volume, as more predictable pricing and easier activation can encourage advertisers to test and reuse segments more often.  

  • Broader visibility across a wider range of advertiser use cases and campaign types. 
     

How to get the most out of Audience Unlimited 

Audience Unlimited helps advertisers prioritize relevant data, either manually or by allowing the platform to auto-select audience segments. In both cases, data segments are assigned a Relevance Score based on similarity to a brand’s campaign seed. Data providers can aim to improve relevance and data segment adoption by: 

  1. Using clear, descriptive data segment names. Data segment names that reflect meaningful distinctions are easier for advertisers and AI to identify and compare. 

  2. Enabling conversion data for seeds where possible. When data segments are used as seeds within the Kokai platform experience, they support higher relevance for the data partner that provides the segments. 

  3. Balancing relevance and pricing. The value of a data segment reflects how well it aligns with the desired audience and how competitively it is priced. Finding the right balance can support stronger payouts over time. 
     

How Audience Unlimited supports a healthier data marketplace 

Audience Unlimited helps all participants: 

  • Advertisers can select data using a more predictable pricing model. 

  • Data providers see broader exposure of their data segments. 

Collectively, these benefits can help prioritize high-quality data that is easier to deploy, evaluate, and scale over time. 

Interested in being a part of Audience Unlimited? Speak with your partnership manager at The Trade Desk. 

This information is provided solely for background and is not a representation or guarantee of any future performance.