Trade Desk jumps after announcing Audience Unlimited launch

Shares of Trade Desk (TTD) were rising after the company announced plans to launch Audience Unlimited – a major upgrade to the marketplace for third-party data within digital advertising. “Third-party data helps advertisers optimize their campaigns and reach their target audience with greater precision, but advertisers have often been reluctant to deploy it because of both cost and the challenge of determining which data sources are likely to be most effective,” the company said. “As a result, many advertisers do not regularly use third-party data, and those that do typically invest nearly 20% of their media costs on it. Audience Unlimited removes these two obstacles for advertisers. Audience Unlimited will leverage AI to score data segments by relevance to an advertiser’s campaign, across thousands of curated segments from hundreds of trusted, privacy-conscious third-party data providers. Advertisers will then be able to add all the relevant data sources to their campaigns for a much lower, inclusive cost than traditional a la carte data pricing. With consistent pricing and seamless integration, advertisers can now activate precision targeting at scale with third-party data without the complexity of unpredictable costs or reconciliation challenges.” Audience Unlimited and Koa Adaptive Trading Modes will be available for select agencies on the Kokai platform in late 2025, and to all users early 2026. Shares of Trade Desk are up 6.8% in afternoon trading.