The Trade Desk launched Kokai Zuma globally on Aug. 27 for Kokai clients, adding agentic artificial intelligence, rebuilt forecasting and modeling systems, and expanded measurement and campaign-management tools to its digital advertising platform. The company said early results from the new systems delivered an average 32% improvement in cost per acquisition, although it did not disclose the sample size or campaign mix behind the figure. Zuma expands Koa’s role in campaign creation, audience targeting, frequency optimization, troubleshooting and performance analysis, while Koa Assistant lets advertisers use natural language to manage campaigns. Audience Unlimited extends audience discovery across more than 70% of global data providers in The Trade Desk Data Marketplace. The platform also adds enhancements to Conversion Lift, reporting, targeting visibility and bulk editing. The launch came as New Street Research downgraded The Trade Desk and cut its price target to $10 from $17, citing competitive risks from Amazon Web Services and Google’s Buyer Direct initiative. The stock traded at $13.39 on announcement day, up 2.76%. Some Zuma features are generally available, while others remain in open or closed beta, with additional capabilities expected in the coming months.