The Trade Desk is finally going agentic.
The company today announced Koa Agents, which lets buyers describe campaign goals to AI agents that then execute and optimize those campaigns. It’s an evolution of Koa, TTD’s AI within its platform, which uses real-time data to automate bidding and boost performance.
The company also launched the Open Agentic Kit. It sounds like an open-source product, but it’s actually TTD’s own integration framework for agentic workflows (so, not open source—just another use of “Open” that could confuse some people). The launch is in alpha, with the first phase rolling out through agency partner Stagwell. In other words, this is early. Still, it feels like a positive step for the company.
Why This Matters:
At a high level, this signals where media buying is heading. Programmatic was the last major shift, bringing automation to buying and optimization. Agents build on that foundation and take it further, with more flexibility and autonomy (though transparency and standardization are still being resolved).
For TTD specifically, this is about staying competitive. As more platforms push agentic offerings, TTD needs to show it’s keeping pace. (Remember: DSPs that don’t embrace agentic could face “extinction.”) It also helps address growing pressure from shareholders for a clearer, more forward-looking AI narrative. Until now, TTD has leaned on its bidding algorithms rather than positioning itself as agentic. This marks a clear shift.
Note that Stagwell also says it will work with TTD on its “broader agentic roadmap.” So, clearly, there’s more to come. (This is Stagwell saying this, but it also speaks to TTD and agentic.)
Experts React:
Here’s a good take from Karsten Weide’s W Media Research, where they call this TTD’s “most consequential product announcement in years.”
Our Take:
TTD announcing a partnership with an agency makes sense given the recent agency controversies. Stagwell is an interesting choice, though it does come across as somewhat AI-thirsty, as the kids say. The company has been consistently positioning itself as an AI-focused partner, with deals and announcements involving X, Palantir, and NVIDIA.
This partnership fits that pattern and reinforces Stagwell’s push to be seen as an AI-first agency. From TTD’s perspective, it gets a partner that’s already leaning into that narrative. And for Stagwell, TTD adds another platform relationship to support that positioning.
