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3 underutilized features platform users recommend exploring

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The Trade Desk platform offers a growing set of tools designed to help traders plan, activate, optimize, and measure campaigns with confidence. But even the most experienced traders may not have the time to explore every feature available to help make their campaign workflows faster or more effective. 

At the Los Angeles Traders of Tomorrow workshop, we asked internal traders a simple question: What’s the most underutilized feature in the Kokai platform?    

Here are three features they recommend exploring: 

1. Path-to-conversion reporting

Path-to-conversion reporting gives you a clearer view of the customer journey by showing the sequence of touchpoints that led to a conversion. Instead of only focusing on the final interaction, it helps you understand how media channels work together to influence outcomes, uncover optimization opportunities, and inform future campaign strategy.

Ellie Fultz, Trading Specialist, The Trade Desk

“There is a ton of insight that you can get from [path-to-conversion reporting] about your campaigns that are currently live, and they’ll also be able to help you plan for the future.” 




 — Ellie Fultz, Trading Specialist, The Trade Desk

By understanding the channels, tactics, and interactions that influence conversions, you can make more informed decisions about where to invest and how to improve performance. 

2. Bid factoring

Our AI can optimize against the signals it can see. But often traders have valuable knowledge about their business, audiences, or objectives that isn’t visible to the platform. Bid factoring allows you to apply that expertise by increasing or decreasing bids in areas where you believe there is additional value, combining human insight with AI-driven optimization. 

Khaled Zayed, Lead Principal Product Manager, The Trade Desk

“Our AI is already analyzing lots of signals available to try and get you the best performance. But traders also possess a wealth of information that the AI can’t see, so that’s why we encourage our traders to bid factor alongside our AI so that they can get the best performance available.”



 — Khaled Zayed, Lead Principal Product Manager, The Trade Desk

The result is a more collaborative approach to optimization, bringing together AI and human expertise to help achieve stronger results.

3. Omnichannel dashboard

As campaigns expand across channels, it becomes increasingly important to understand how those channels work together. The omnichannel campaign group dashboard provides a unified view of campaign performance across channels, helping you connect insights and identify opportunities for optimization.

Neil Harris, Senior Manager, Product Marketing, The Trade Desk

“Our advertisers can see all their different channels in one place, understand the performance impact, path-to-conversion reports, and then enable omnichannel optimizations. Great new update, makes it easy for clients to finally bring all their channels together.”



 — Neil Harris, Senior Manager, Product Marketing, The Trade Desk

With a more consolidated view of performance, you can move beyond channel-by-channel analysis and make more informed omnichannel decisions.

From understanding the paths that lead to conversion to bringing human expertise into AI-powered optimization, these features can help you get more from the Kokai platform. 

Stay up to date on the latest innovations and discover how Kokai Zuma can help you work smarter, move faster, and make more informed decisions across your campaigns.
 

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