The Trade Desk has announced the commencement of its operations in India. It aims to help India’s digital marketers enter a marketplace of premium advertising inventory across a wide range of apps, websites, podcasts and streaming OTT platforms with this launch.
The Trade Desk appointed Tejinder Gill to head their business as General manager. He will be responsible for the company’s growth and business strategy, by helping Indian brands and publishers. Gill said that digital advertising is the fastest-growing advertising segment in India and because of that, marketers in India are seeking more transparency and trust as they shift more campaign budgets there. While Indian customers are spending seventy percent of their time on the open internet, approximately 80 percent of India’s digital ad revenue still goes to the hands of big tech platforms, which sit outside the open internet.
The Trade Desk aims to bring the much needed data-driven decision making and transparency to India’s digital advertising ecosystem, offering marketers a reliable choice where they can click into the immense opportunities of the open internet. Divya Karani who is the CEO of Media – South Asia, Dentsu, said that digital duopoly has prevailed for quite a while in India but are now seeing brands increase their focus on different platforms on the open internet. Witnessing how programmatic advertising has grown rapidly in the past few years, she believes that The Trade Desk has arrived in India at the right time when opportunities on the open internet are expected to rise much faster than traditional digital channels.
The CEO of Publicis media services, Publicis Groupe India, Tanmay Mohanty, said that they believe winning in programmatic media is critical in the platform world. Digital marketers are being exhibited to the power of data, and they want to adopt it more fully across advertising channels. She added that they invest ahead in training their talent and because of that, their talents who are certified by The Trade Desk can help marketers drive real-time programs with qualified reach and efficiency while transparency is an effort in a similar direction. The Trade Desk designed the unified ID 2.0 in order to upgrade privacy and control for their users. This solution helps the industry prepare for the reduction of third-party cookies.