OS Data Solutions launches OSDX data management platform with Kokai integration

This launch marks a transition for European data providers moving away from third-party cookies toward owned, AI-ready infrastructure. By integrating directly with The Trade Desk, OS Data Solutions reduces latency in data activation and provides a structured environment for autonomous agents to manage programmatic bidding. This move reflects a broader industry trend where data providers must offer machine-readable interfaces to remain compatible with next-generation buying platforms. As the German market adapts to stricter privacy standards, the success of this unified approach will serve as a benchmark for localized first-party data strategies. Watch for whether other major DSPs adopt the MCP server standard to facilitate similar AI-driven campaign automation.

Ströer has been building toward AI-native advertising infrastructure for several years, and OSDX represents the latest step in that trajectory. In early 2025, Ströer announced a strategic partnership with The Trade Desk to connect its digital out-of-home inventory to programmatic buying, a move that gave advertisers unified access to Ströer's OOH network through Kokai's interface. That integration laid the groundwork for OSDX's deeper data-layer connection, which now extends beyond inventory access to include first-party audience segments and contextual signals flowing directly into bid requests. The Trade Desk itself has been aggressive in courting European data providers; the company reported in its Q2 2025 earnings that European CTV spend on Kokai grew more than 60% year over year, signaling strong demand for localized data partnerships that can feed its AI-driven optimization engine.

On the regulatory and business side, OSDX arrives as Germany's data-protection enforcement tightens around programmatic advertising. In March 2025, Germany's Federal Cartel Office issued preliminary findings that certain consent-management practices in programmatic advertising may violate competition rules, creating urgency for publishers and data providers to build compliant first-party alternatives. OS Data Solutions, as a Ströer subsidiary, benefits from the parent company's extensive first-party data footprint across its OOH and digital properties, positioning OSDX as a privacy-safe data layer that does not rely on cross-site tracking. The Trade Desk's Kokai platform has also faced scrutiny; the company disclosed in August 2025 that it had completed a third-party audit of its data-handling practices for European advertisers, an effort aimed at reassuring regulators and brand partners about compliance with GDPR and the Digital Markets Act.

From a technical standpoint, OSDX's inclusion of an MCP server aligns with a broader push to standardize how AI agents interact with advertising infrastructure. In June 2025, The Trade Desk published documentation for its Kokai API that supports structured data exchange compatible with model context protocol specifications, enabling third-party platforms to plug directly into its bidding logic without custom middleware. This approach mirrors what IAB Tech Lab described in its April 2025 guidance on agentic advertising standards, where machine-readable data interfaces are identified as a prerequisite for autonomous campaign optimization. For Ströer, the technical bet is that OSDX's standardized interface will attract additional DSP integrations beyond The Trade Desk, turning the platform into a multi-buyer data hub rather than a single-partner pipe.