Koa AI
Launched The Trade Desk’s first-ever agentic AI capabilities.
Overview
The Trade Desk introduced its agentic AI vision through a coordinated launch spanning product innovation, agency partnerships, original research, executive thought leadership, and live industry programming.
The program combined new capabilities with Stagwell as the initial agency partner, a preview at Marketecture Live, and a broader editorial platform exploring how AI would reshape marketing, consumer behavior, and the role of human judgment.
Together, the work positioned agentic AI not simply as another layer of automation, but as a shift toward more coordinated, intelligent decision-making across the advertising ecosystem.
Elements
-
![]()
Product Strategy & Design
Led product naming, positioning, roadmap development with product leadership, translating complex agentic capabilities into a simpler, more intuitive proposition for marketers.
-
![]()
Partner Marketing
Launched Stagwell as the initial agency partner, using joint product development and marketing to demonstrate how agentic capabilities add value to real client workflows.
-
![]()
Industry Evangelism
Briefed press, analysts, and industry influencers alongside product leaders, directly engaging external audiences to explain the technology, differentiate the approach, and establish the broader agentic vision.
-
![]()
Research & Editorial
Built an industry narrative around the launch through original research, executive op-eds, and programming that explored how AI would reshape advertising, consumer behavior, and marketers’ roles.
-
![]()
Training & Enablement
Developed training, messaging, and sales enablement to give teams a common language for explaining agentic AI, connecting technical capabilities to practical marketer use cases and business value.
Approach
I led product marketing strategy for The Trade Desk’s agentic capabilities, working closely with product and engineering leadership from early development through market introduction and directly engaging press, analysts, partners, and industry influencers.
Key responsibilities included:
Product strategy, positioning, and launch planning
Press, analyst, and influencer engagement
Stagwell partnership strategy and joint marketing
Research, editorial, and executive thought leadership
Training, sales enablement, and internal readiness
Cross-functional leadership across product, engineering, sales, research, and partnerships
The objective was to establish a credible market position for The Trade Desk’s approach to agentic advertising, supported by product proof, partner validation, and a broader industry narrative.
Coverage
-
"Inside The Trade Desk’s Claude-powered campaign agent"
-
"The Trade Desk launches first AI agents with Stagwell as client"
-
"Agents Play Nice, Ad Tech Does Not; The Cool Kids Click"
-
"Architecture over autonomy: Agentic programmatic challenges AI's orthodoxy"