The Trade Desk is rolling out a redesign of Kokai, its programmatic buying platform, that will partially sunset one of its most recognizable—and debated—features: the periodic table.

The table visualizes advertisers’ campaigns in color-coded blocks like budget allocation or ad formats, and has been a signature of Kokai’s interface since its launch in 2023. Unlike the spreadsheet-like layouts of rival demand-side platforms, Kokai was designed to give traders a more visual way to configure and troubleshoot campaigns. Now, The Trade Desk is removing it from advertiser and campaign views, keeping it only at the ad group level, the Trade Desk confirmed with ADWEEK.

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