Comparative Analysis of The Trade Desk’s Kokai and Google Display & Video 360 (DV360): A Deep Dive into DSP Capabilities and Future Trends

In the rapidly evolving landscape of programmatic advertising, Demand-Side Platforms (DSPs) are pivotal tools for advertisers seeking to optimize ad spend, target precise audiences, and maximize return on investment (ROI). Two leading DSPs, The Trade Desk’s Kokai and Google’s Display & Video 360 (DV360), dominate the market with their robust features, extensive integrations, and advanced technologies. This article provides a detailed comparative analysis of Kokai and DV360, examining their core functionalities, strengths, weaknesses, recent developments, and future trajectories.

Overview of the DSPs

The Trade Desk’s Kokai

Launched in June 2023, Kokai is The Trade Desk’s AI-powered DSP upgrade, succeeding its Solimar platform. Named after the Japanese term for “open waters” or “open for business,” Kokai emphasizes transparency, collaboration, and advanced AI integration to challenge the dominance of walled gardens (e.g., Google, Amazon). Kokai processes over 13 million ad impressions per second, leveraging distributed deep learning algorithms to optimize media buying across channels like Connected TV (CTV), display, video, and retail media.

Google Display & Video 360 (DV360)

DV360, part of the Google Marketing Platform, is a comprehensive DSP designed for enterprise-grade media management. It integrates seamlessly with Google’s ecosystem, including Google Ads, Google Analytics 360, and Campaign Manager 360, offering access to premium Google inventory and third-party exchanges. DV360 supports cross-channel campaigns across display, video, mobile, CTV, and more, with advanced targeting and reporting capabilities.

Core Segments and Comparative Analysis

1. User Interface and Experience

Kokai

Kokai introduces a revolutionary user interface called the Programmatic Table, inspired by the periodic table, which organizes campaign elements (e.g., budget, audience, bidding) into an intuitive, visual grid. This design simplifies navigation for both novice and experienced users, providing instant visibility into campaign settings and performance metrics. Recent updates include enhanced visual cues (e.g., color-coded tiles) and real-time forecasting tools, reducing setup time and improving decision-making.

• Strengths: Streamlined, visually intuitive UI; beginner-friendly yet powerful for advanced users; real-time insights integrated into the workflow.
• Weaknesses: Some users report a learning curve for the Programmatic Table, and custom reporting requires external tools for deeper analysis.

DV360

DV360 offers a robust but more traditional interface within the Google Marketing Platform. Its dashboard is highly customizable, allowing users to manage campaigns, budgets, and creatives in one place. Integration with Google’s suite ensures a seamless experience for users familiar with Google Ads or Campaign Manager 360. However, the interface can feel complex for new users due to its extensive feature set.

• Strengths: Familiar for Google ecosystem users; highly customizable dashboards; integrated creative management.
• Weaknesses: Steeper learning curve for non-Google users; interface can feel cluttered for smaller campaigns.

Comparison: Kokai’s Programmatic Table is more innovative and visually engaging, catering to a broader range of users, while DV360’s interface prioritizes functionality for enterprise clients but may overwhelm smaller advertisers.

2. AI and Optimization Capabilities

Kokai

Kokai’s AI, built on The Trade Desk’s Koa framework, is distributed across all aspects of media buying, including predictive clearing, relevance scoring, and budget optimization. Key features include:

• Quality Reach Index: Targets upper-funnel audiences likely to convert, enhancing full-funnel performance.
• Omnichannel Optimization: AI analyzes media mix to balance reach and impact across channels.
• Cookie-less Solutions: Leverages Unified ID 2.0 (UID2) and first-party data to optimize without third-party cookies.

Kokai’s AI processes 13 million impressions per second, enabling real-time decision-making. Brands like McDonald’s and Sky have reported 40% and 84% reductions in cost per acquisition (CPA), respectively, with Kokai.

• Strengths: Advanced AI for cookieless environments; transparent optimization metrics; significant CPA and ROAS improvements.
• Weaknesses: Slower rollout has delayed full adoption; some features are still in beta.

DV360

DV360 leverages Google’s machine learning for automated bidding, audience targeting, and campaign optimization. Key features include:

• Smart Bidding: Optimizes for KPIs like cost per click (CPC) or CPA using Google’s vast data.
• Audience Targeting: Integrates Google’s first-party data (e.g., Google Search, YouTube) for precise segmentation.
• Brand Safety Controls: Advanced contextual exclusions and blocklists ensure safe ad placements.

DV360’s AI excels in Google’s ecosystem but relies heavily on third-party cookies, though Google has introduced solutions like Privacy Sandbox to address cookie deprecation.

• Strengths: Powerful AI within Google’s ecosystem; extensive audience data; robust brand safety.
• Weaknesses: Less effective outside Google’s inventory; higher costs for premium features.

Comparison: Kokai’s AI is more transparent and adaptable to cookieless environments, while DV360’s AI is deeply integrated with Google’s data but less flexible outside its ecosystem. Kokai’s focus on open internet collaboration gives it an edge in future-proofing.

3. Inventory and Channel Access

Kokai

Kokai emphasizes the open internet, offering access to premium inventory through integrations like OpenPath, which connects directly to publishers. It excels in:

• CTV and Streaming: Partnerships with 80% of major U.S. retailers and platforms like Albertsons and Walgreens provide rich retail media data.
• Retail Media: The Retail Sales Index benchmarks ad spend against online/offline sales.
• Cross-Channel: Supports display, video, digital out-of-home (DOOH), and audio.

Kokai’s UID2 and EUID ensure privacy-compliant targeting, particularly in GDPR-regulated markets.

• Strengths: Diverse, high-quality inventory; strong CTV and retail media focus; privacy-first solutions.
• Weaknesses: Limited access to Google’s premium inventory (e.g., YouTube).

DV360

DV360 provides unparalleled access to Google’s inventory, including YouTube, Google Display Network, and CTV platforms. It also connects to third-party exchanges, covering:

• CTV/OTT: Expanded CTV inventory since 2022, with Google audiences extended to CTV devices.
• Mobile and Display: Reaches 90% of the web through 80+ ad exchanges.
• Video: Native YouTube integration for video campaigns.
• Strengths: Vast Google inventory; strong video and CTV reach; seamless cross-channel integration.
• Weaknesses: Limited non-Google inventory; higher costs for premium placements.

Comparison: DV360 dominates in Google-centric campaigns, particularly for YouTube and video, while Kokai offers broader open internet access and excels in CTV and retail media. Kokai’s OpenPath and UID2 provide a competitive edge in diversifying inventory.

4. Measurement and Reporting

Kokai

Kokai introduces advanced measurement tools:

• Retail Sales Index: Measures ad spend impact on retail sales.
• TV Quality Index: Evaluates ad experience quality across streaming platforms.
• Seeds: Targets high-value audience segments based on first-party data.

Its reporting suite is intuitive, with customizable dashboards highlighting key trends. However, deeper analytics may require third-party tools.

• Strengths: Transparent, retail-focused metrics; real-time insights; privacy-compliant measurement.
• Weaknesses: Limited custom reporting; reliance on external tools for complex analysis.

DV360

DV360’s measurement is powered by Google’s Floodlight tagging and Campaign Manager 360, offering:

• Attribution: Advanced multi-touch attribution via Google Analytics 360.
• Rolled-up Reporting: Consolidates performance across channels, including YouTube.
• Ads Data Hub: Enables cloud-based analytics for impression-level insights.
• Strengths: Comprehensive attribution; deep integration with Google Analytics; enterprise-grade reporting.
• Weaknesses: Less transparent outside Google’s ecosystem; complex setup for smaller teams.

Comparison: DV360 offers superior attribution and reporting within Google’s ecosystem, while Kokai’s metrics are more transparent and retail-focused, appealing to open internet advertisers.

5. Cost and Accessibility

Kokai

Kokai is generally more cost-effective, with transparent pricing and no minimum spend requirements. Its focus on the open internet reduces reliance on premium inventory costs. However, full access to advanced features may require a dedicated Trade Desk seat through agencies like Ventura Growth.

• Strengths: Cost-effective; transparent pricing; accessible for mid-sized advertisers.
• Weaknesses: Requires agency partnerships for full access; slower rollout impacts availability.

DV360

DV360 is pricier, particularly for smaller advertisers, due to costs associated with Google’s premium inventory and advanced features. It’s better suited for large-scale campaigns with significant budgets.

• Strengths: Premium inventory justifies cost for large campaigns; enterprise-grade features.
• Weaknesses: High costs; less accessible for small businesses.

Comparison: Kokai is more accessible and cost-effective, while DV360 caters to enterprises with larger budgets and Google-centric strategies.

Recent Developments

Kokai

• 2023 Launch: Introduced AI-driven features, Partner Portal, and UID2/EUID for privacy compliance.
• 2024-2025 Updates: Enhanced Programmatic Table, omnichannel optimization, and forecasting improvements analyzing 1,000x more data. Brands reported 43% lower cost per unique reach (CPUR) and 27% lower CPA.
• Challenges: Slower rollout led to a revenue miss in Q4 2024, with some clients still on Solimar. The Trade Desk aims for 100% Kokai adoption by the end of 2025.

DV360

• 2022 CTV Expansion: Increased CTV inventory and extended Google audiences to CTV devices.
• 2023-2024 Privacy Updates: Introduced Privacy Sandbox to address cookie deprecation, though adoption remains limited.
• Challenges: Losing ground to The Trade Desk and Amazon DSP in usage rates, with DV360 dropping to third place among DSPs by 2019.

Future Trends and Predictions

1. Cookieless Future

• Kokai: The Trade Desk’s UID2 and EUID position Kokai as a leader in cookieless advertising. Its open-source approach and partnerships with retailers and publishers ensure scalable, privacy-compliant targeting. By Q4 2025, over 50% of CTV impressions are expected to use UID2.
• DV360: Google’s Privacy Sandbox aims to replace cookies, but its closed ecosystem and slower adoption may hinder progress. DV360’s reliance on Google’s first-party data will remain a strength but limit flexibility.

Prediction: Kokai’s open internet focus and UID2 adoption will give it an edge in cookieless environments, while DV360 may struggle to compete outside Google’s ecosystem.

2. CTV and Retail Media Growth

• Kokai: With partnerships covering 80% of U.S. retailers and metrics like the Retail Sales Index, Kokai is well-positioned for the booming CTV and retail media markets. OpenPath’s expansion to 100 publishers by 2024 will further strengthen its inventory.
• DV360: DV360’s CTV capabilities are robust within Google’s ecosystem (e.g., YouTube), but its retail media offerings are less developed. Google’s focus on premium inventory may limit scalability in retail media.

Prediction: Kokai will lead in retail media and open internet CTV, while DV360 will dominate YouTube-centric CTV campaigns.

3. AI and Automation

• Kokai: Continuous AI upgrades, such as omnichannel optimization and enhanced forecasting, will drive efficiency. The Trade Desk’s commitment to frequent updates ensures Kokai remains cutting-edge.
• DV360: Google’s AI will continue to excel in data-rich environments, but its walled garden approach may limit innovation compared to Kokai’s collaborative model.

Prediction: Kokai’s distributed AI and open collaboration will outpace DV360’s walled garden AI in adaptability and innovation.

4. Market Share and Adoption

• Kokai: The Trade Desk’s focus on transparency and cost-effectiveness is attracting advertisers, with Kokai gaining traction among mid-sized and enterprise clients. Its 1.74% DMP market share significantly outpaces Google’s Audience Center 360 (0.01%).
• DV360: Despite its enterprise dominance, DV360 is losing usage share to The Trade Desk and Amazon DSP, reflecting a shift toward open internet platforms.

Prediction: Kokai will continue to erode DV360’s market share, particularly among advertisers prioritizing transparency and open internet access.

Conclusion: Which DSP is Right for You?

Choose Kokai If:

• You prioritize transparency and open internet access.
• Your campaigns focus on CTV, retail media, or cookieless targeting.
• You need cost-effective solutions with robust AI for mid-sized or enterprise campaigns.
• You value frequent platform updates and collaborative integrations.

Choose DV360 If:

• You’re heavily invested in Google’s ecosystem (e.g., YouTube, Google Analytics).
• Your campaigns require premium Google inventory and enterprise-grade reporting.
• You have a large budget for high-scale, cross-channel campaigns.
• You need advanced attribution and brand safety controls.

Future Outlook

By 2030, the DSP market is projected to reach $110 billion, driven by programmatic advertising and privacy-compliant solutions. Kokai’s open internet strategy, UID2 adoption, and AI advancements position it to lead in CTV, retail media, and cookieless advertising. DV360 will remain a powerhouse for Google-centric campaigns but may struggle to match Kokai’s flexibility and transparency. As advertisers prioritize first-party data and open collaboration, Kokai is likely to gain further market share, reshaping the programmatic landscape.