A step-by-step guide to utilizing the Quality Reach Index

Want to improve the performance of your next campaign? Whether you’re expanding your reach or trying to uncover insights to help you improve performance KPIs, there’s a platform solution for you. Our Quality Reach Index (QRI) insights can be leveraged midflight or post-campaign to help you understand how relevant your targeting is to a campaign seed you define. 

When used effectively, platform data shows that for every 10-point increase in QRI, campaigns see a 16% improvement in conversion rate on average.¹ 

How it works

A seed represents your best customer data. Adding QRI to your reports can help you understand the relevance of different targeting strategies to your selected campaign seed. The Trade Desk platform determines relevance scores by measuring how closely your targeting strategy matches your campaign seed in comparison to the broader population. 

For example, if you spend against a publisher and find a relevance score of 90x in the QRI report, this means that your audience, when compared to the average internet user, is 90x more likely to be engaging with that publisher. This is a powerful way to measure your seed audience’s online footprint. 

Getting started

Step 1: Choose your campaign’s seed 

Build a seed with data you already have on your best customers or leverage retail data signals that help you define your ideal customers. Think of this step as planting the seeds for a successful campaign. 

Step 2: Run your campaign 

Next, run your advertising campaign as you normally would in Kokai. All Kokai campaigns have a seed attached, which helps inform the AI-powered optimizations to get you better results. 

Step 3: Analyze the relevance 

Get insights with QRI by pulling a report showing you the relevance of your different tactics and targeting variables. 

Step 4: Test something new 

Once you have a baseline for performance, you can share results and encourage new tests. Unlike many performance insights that take time to aggregate, QRI can provide insights into relevance the day after you launch. 

Say goodbye to guesswork and hello to higher-quality reach. Ready to take your advertising to the next level? Contact us today.

Source: 

1. The Trade Desk platform-wide analysis, May 2025. Based on impression-level data and attribution modeling across 187 campaigns, this analysis explores the relationship between Quality Relevance Index (QRI) and conversion rates. 

2. The Trade Desk campaign data, Global, 2025. Tests compared average QRI for Solimar and Kokai over the same reporting period and excluded PG campaigns. This information is provided solely for background and is not a representation or guarantee of any future performance.