Demystify relevance with Quality Reach Index 

For traders, optimization often comes down to timing. Waiting for conversions to accumulate can slow decision-making, while gut instinct rarely provides the confidence needed to shift budget mid-flight. The Quality Reach Index (QRI) offers a more immediate signal that helps traders understand whether their targeting strategies are actually reaching the right audiences. 

For Geoffrey Courbon, trader at Havas Media Group in Paris, France, QRI has become a practical way to guide optimization decisions. Rather than relying on assumptions, his team uses QRI to assess how closely different targeting strategies align with a defined campaign seed or their ideal customer profile. 

QRI makes relevance measurable by comparing the audiences reached against the campaign’s seed. In one campaign, Courbon refined audience strategies based on QRI insights and achieved a score of 86, more than double the platform average of 40. That signal gave the team the confidence to reallocate budget toward the highest-performing segments, reducing cost per acquisition (CPA) from over €100 to just €21, well below the original €50 CPA target. 

With QRI, relevance lets you act while it still matters. 

How to put QRI into action 

QRI can help traders move faster and optimize smarter. Here’s how you can apply it in practice: 

• Start with a strong campaign seed: Build it by using your best customer data or relevant retail and contextual signals to define your ideal audience. 

• Run and observe: Launch your campaign as usual in the Kokai platform, and all campaigns will automatically attach seeds to inform AI-powered optimization. 

• Measure relevance early: Use QRI reporting to compare how different targeting tactics index against your seed, often as soon as the day after launch. 

• Optimize with more confidence: Shift spend toward the strategies with the highest relevance scores to help improve efficiency and performance outcomes. 

Imagine launching a campaign and quickly identifying which geographies, devices, or targeting approaches most closely match your ideal audience before performance KPIs plateau. That’s the advantage QRI can bring to everyday trading decisions. 

Ready to replace guesswork with higher-quality reach? Talk to your representative at The Trade Desk today to start using QRI to its full potential. 

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