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Q3 2026 release highlights

Zuma, the next evolution of Kokai, is here

Zuma represents the next phase of Kokai, The Trade Desk’s platform for the open internet. The Zuma release introduces an updated user interface (UI), new AI-powered assistance, and enhanced measurement tools to help traders work more efficiently, better understand campaign impact, and drive stronger campaign outcomes.

What’s new

Several new product highlights are currently in closed beta. Initial capabilities may vary, and The Trade Desk plans to introduce additional functionality over time.

Work faster with a more intuitive experience

Refreshed page designs (pictured) bring greater clarity to your platform experience, making it easier to spot trends and quickly find where to focus your attention. 

The Applied Settings view makes it easier to understand your targeting parameters, spotlighting opportunities to improve pacing and performance. 

With updates to bulk editing (coming soon),  you can preview the potential impact of changes before applying them, so you can adjust campaign strategy at scale with greater confidence.

User interface of a website dashboard showcasing diverse items, including metrics, navigation options, and graphical elements.

Put AI-powered assistance and advanced optimization to work

The Koa™ AI assistant (closed beta) is your AI-powered companion within the platform that helps you find information, uncover insights, and get on-demand support whenever you need it. Behind the scenes, Koa coordinates a growing set of specialized AI agents, each designed to support different parts of the media buying workflow, including campaign creation, audience building, troubleshooting, performance analysis, and more.  

Koa frequency features (closed beta) use AI to dynamically adjust frequency settings for your campaign objectives, reducing manual guesswork and helping improve delivery.

Koa Optimizations is now more effective with combined real-time performance signals and historical insights. A global platform analysis showed a 32% CPA improvement on average with Koa Optimizations enabled.¹ 

Audience Unlimited simplifies access to high-relevance third-party data, pairing a more streamlined buying experience with AI-powered expansion to help you scale performance more effectively. 

A digital dashboard displaying various metrics alongside an active chat window for communication.

Measure impact with greater confidence

Conversion lift enhancements (closed beta) help simplify the process of launching lift studies while introducing new reporting dimensions that provide deeper insights for future campaign planning. 

The improved reporting homepage directs you to frequently used reports, saved templates, and generated reports, streamlining day-to-day analysis. 

The new report builder offers greater flexibility and transparency, making it easier to customize reports and explore the full depth of your included dimensions. 

An analytical dashboard showcasing diverse graphs and charts, providing a visual overview of key performance indicators.

Less time navigating workflows, more time driving results

The Zuma release brings traders a more intuitive, capable Kokai experience. The platform is now easier to learn and navigate, helping you put its full capabilities to work every day. With AI doing more of the heavy lifting and providing a sharper view of what’s driving performance, these updates remove friction from the work so you can find what you need faster, make decisions more confidently, and help prove the value of every media dollar.

Ready to get started?

Explore the latest innovations and discover how Zuma can help you work smarter, move faster, and deliver standout results.

This information is provided solely for background and is not a representation or guarantee of any future availability. Any timelines and information included are not guaranteed and are subject to change.

Source: 
1. The Trade Desk platform data, campaigns comparing the upgraded model with the previous model (n=62); results are statistically significant (p < 0.05).