Main revenue sources: 1) Programmatic ad-buying fees on The Trade Desk DSP across channels—CTV/video (largest, fastest-growing), mobile, display, and audio. AI contributes directly via Kokai/Koa for bidding, forecasting, pacing, and optimization; Deal Desk adds AI forecasting to deals. 2) Retail media activations (e.g., Walmart DSP, Instacart/Ocado data) driving outcome-based buying—AI directly optimizes targeting and measurement. 3) Measurement/identity enablement (UID2) supports conversion and spend—AI directly embedded. Overall, AI is foundational to campaign performance and spend growth (75%+ of spend on Kokai), making AI a direct, material revenue driver.