The Trade Desk & Dstillery: AI Agents for Real-Time Audience Refinement

What happenedThe Trade Desk and Dstillery are integrating AI agents to enable mid-campaign audience adjustments, aiming to speed up audience creation. While buyers see the potential for faster iteration, the core value is still perceived to be in identifying the right audiences initially, rather than the AI's ability to change them on the fly.

Why it matters for marketersThe promise of AI agents for real-time audience optimization is being met with skepticism; marketers are prioritizing foundational audience intelligence over the speed of AI-driven mid-campaign shifts.

Topics: ai agents, audience segmentation, programmatic advertising, the trade desk