The Trade Desk has officially launched its programmatic ad buying platform in China, responding to global marketers’ focus on China as a key growth market,
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
- the ability to target and measure premium video advertising by viewability
- integrations with leading measurement, data and brand safety partners to ensure their campaigns’ reach, scale, and performance.
With 20 per cent 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 per cent 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.
Tencent Marketing Solution’s chief data strategy officer, Benson Ho said: “The Trade Desk’s independence, objectivity, and global reach were important reasons we partnered with them.
“Our audience, scale, and insights, combined with the transparency, reach, and control offered by The Trade 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.”
The Trade Desk CEO and founder, Jeff Green (pictured) said: “We believe so much in the opportunity in China and are excited to work with our clients and partners to bring it to life.
“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.”
Neo U.S. MD, Ivelise Grazziana said: “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.
“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.”
DWA’s global programmatic services SVP, Krish Sailam noted: “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.
“Utilizing a single platform allows us to successfully execute a global, multi-channel campaign and to consolidate campaign management and insights reporting.”