The Trade Desk is overhauling its largely debated—and most recognizable—signature periodic table interface on Kokai, shifting advertisers toward a more customizable version of the tool as part of a broader update to its programmatic platform, according to multiple sources and screenshots viewed by ADWEEK.
For advertisers, the change marks a notable departure from one of Kokai’s most distinctive features. The color-coded interface—designed to give traders a visual way to configure and troubleshoot campaigns—set The Trade Desk apart from rivals that rely on spreadsheet-like layouts.
Several advertisers said their The Trade Desk representatives have told them the all-in-one table view is actually being sunset. One ad executive, who spoke on the condition of anonymity to preserve industry relations, said they were moved to the new layout earlier this year. That layout more closely resembles a spreadsheet, reviewed by ADWEEK, suggesting the shift is already underway for some users.
The Trade Desk stopped short of confirming a full deprecation. “The periodic table is still a core part of the Kokai experience,” said Jordan Rost, vp of product marketing, adding that the company is “constantly evolving” the interface based on advertiser feedback.
Those updates include new customization feature on Kokai rolling out next month, allowing advertisers to filter which tiles they want to see based on their workflows. The result, Rost said, is “a custom version of the table” tailored to how each ad buyer manages campaigns.
Still, the shift effectively dismantles the standardized big table that has defined Kokai since its 2023 launch. “Each customer is able to personalize their own programmatic table,” said Patrick Wentling, director, communications, The Trade Desk. “So you may consider that sunsetting the big table.”
Last year ADWEEK reported that The Trade Desk removed the periodic table from advertiser and campaign-level views, keeping it only at the ad group level.
The latest updates point to a broader shift toward a more flexible user experience. It also brings Kokai closer to the conventions of the wider ad tech ecosystem although The Trade Desk positions the changes as increased “personalization.” The company also said advertisers can opt into new user experiences meaning different buyers may encounter different versions of Kokai as the changes roll out.
