The news: The Trade Desk (TTD) announced Audience Unlimited on Monday, a tool meant to simplify and lower the cost of using third-party data. The product bundles information from hundreds of providers at a consistent price and uses AI to rank what’s most relevant for campaigns. Advertisers can then tap as much data as they need without unpredictable fees, per TTD.

The rollout (which will debut with select agencies in late 2025 before wider release in early 2026) also comes with upgrades to the company’s Koa AI system. A new Performance Mode lets AI automatically optimize bids and placements—offering Audience Unlimited access for free—while a Control Mode allows manual adjustments with data access costing 3.3% to 4.4% of impressions.

Why it matters: Marketers have long struggled with fragmented, expensive data. Third-party sets can account for up to 20% of ad spend, and deciding which sources deliver value is rarely straightforward.