Stagwell, owner of agencies including Goodstuff, Anomaly and Assembly, has announced that it has expanded its partnership with The Trade Desk to include the DSP’s agentic AI in its media planning and buying.
Known as 'Koa Agents,' the addition of The Trade Desk’s agentic AI will be a global, multi-stage rollout across the Stagwell network. In the first phase, they will be added to automate audience planning and activation, and to help identify and prioritise premium inventory across the open internet.
Following the alpha rollout, Stagwell then plans to integrate The Trade Desk’s agentic capabilities across the entire campaign lifecycle including automated campaign set-up, real-time troubleshooting and optimisation, and proactive insights and performance recommendations.
Slavi Samardzija, global chair of media and commerce at Stagwell, called the addition of Koa Agents “a meaningful step forward” for clients.
He added: "By combining The Trade Desk's AI capabilities with our data, identity infrastructure and Stagwell Media Platform, we can make advanced advertising more accessible, strategic and effective."
According to partners, Stagwell will be the first global marketing network to adopt the technology.
Aravind Chandrasekharan, SVP of engineering at The Trade Desk, said: "Advertising is becoming more complex but how we interact with it should become simpler.
"Koa Agents allow marketers to focus on outcomes while the system handles execution with precision and visibility. Our partnership with Stagwell reflects a shared commitment to open, interoperable technology that gives advertisers more control."
Stagwell’s support of The Trade Desk follows a period in which the DSP has faced pullback from other holding companies.
Dentsu and WPP abandoned The Trade Desk’s direct-to-publisher buying product Openpath in February this year. Then, following an audit of the DSP, it was confirmed that Publicis Groupe had begun telling clients it will no longer recommend The Trade Desk for digital media buying.
Omnicom has since commissioned its own third-party audit of The Trade Desk. The Trade Desk stated that the Omnicom audit "[had] not identified any issues".Stagwell, owner of agencies including Goodstuff, Anomaly and Assembly, has announced that it has expanded its partnership with The Trade Desk to include the DSP’s agentic AI in its media planning and buying.
Source: Campaign UK
