FYI

Adtech firm The Trade Desk starts operations in China

Adtech firm The Trade Desk has launched its programmatic ad buying platform in China, after a beta launch late last year.

So far, it has worked with brands in sectors like hospitality, luxury, retail, food and beverage.

The announcement:

In response to global marketers’ focus on China as a key growth market, advertising technology leader The Trade Desk has officially launched its programmatic ad buying platform in China.

Since the beta launch late last year, The Trade Desk has delivered multi-channel campaigns reaching audiences in China for brands in multiple sectors, including hospitality, luxury retail, education, food and beverage, biotech, and more.

The Trade Desk’s programmatic offering allows marketers to reach millions of connected consumers in China by providing: the ability to use their first-party data within The Trade Desk’s trusted platform; partnerships with China’s premium media companies, including Baidu Exchange Services, iQIYI, Tencent Marketing Solution, and Youku; integrations with leading data, brand safety and anti-fraud partners to ensure their campaigns’ reach, scale, and performance.

With 20 percent of the world’s internet users residing in China, and over 400 million people among it’s growing middle class, China presents a huge opportunity for global brands looking to grow their customer base. According to a commissioned study conducted by Forrester Consulting on behalf of The Trade Desk, 92 percent of global marketers believe China is a significant growth opportunity for their business.

Finding a trusted, global programmatic partner is also crucial for brands. Three quarters of marketers surveyed believe that it is critical or very important to work with an independent ad-buying partner in China. The Trade Desk’s independence, buy-side-only focus, global reach and ongoing commitment to trust and transparency make it a clear choice for global advertisers.

“The Trade Desk’s independence, objectivity, and global reach were important reasons we partnered with them,” said Benson Ho, Chief Data Strategy Officer, Tencent Marketing Solution. “Our audience, scale, and insights, combined with the transparency, reach, and control offered by TheTrade Desk’s platform ensures that innovative marketers can understand and engage with consumers in China throughout their entire journey. We value our partnership with The Trade Desk and the benefits it will provide both of our companies as well as brands around the world for years to come.”

“We believe so much in the opportunity in China and are excited to work with our clients and partners to bring it to life,” said Jeff Green, CEO and Founder, The Trade Desk. “We have made a significant investment in the country over the past few years and are confident in our ability to be the trusted programmatic partner to help multinational brands grow in China and around the world.”

The Trade Desk enabled us to consolidate our client’s global marketing initiatives onto one platform, giving us control over a complex and fragmented media landscape across markets, devices, and channels,” said Ivelise Grazziana, Managing Director, Neo U.S.  “The platform’s data-driven insights help inform strategy and allow our team in New York to plan, buy, and execute for our global brand clients around the world – including reaching audiences in China.”

“Working on behalf of global brands, we are able to leverage The Trade Desk’s platform to cost-effectively engage with business audiences in multiple markets, including China,” noted Krish Sailam, SVP, Global Programmatic Services at DWA, a Merkle company. “Utilizing a single platform allows us to successfully execute a global, multi-channel campaign and to consolidate campaign management and insights reporting.”

Source: The Trade Desk press release

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