The Trade Desk has signed a raft of high profile partnerships with Chinese platforms so that it can give its international brands access to Chinese inventory.
The adtech firm has partnered with Baidu Exchange Services, Baidu-owned video platform iQIYI, Tencent Social Ads and Alibaba-owned video platform Youku. The new partnerships create access to inventory across display, mobile, video, and native advertising.
The launch is a beta version of what the company says will be a major play into China, with select international brands working with the company on campaigns in the country.
For some of the partners, it’s the first time they are working with a non-Chinese DSP, as Andy Sun, general manager of the programmatic business at iQIYI, explains: “Our partnership with The Trade Desk is our first partnership with an international demand-side platform. We value The Trade Desk’s independence and objectivity and see this partnership as an important step in providing leading global brands access to millions of engaged consumers in China.”
The announcement comes a day after The Trade Desk revealed research it had carried out around the level of investment that global marketers were planning in China over the next 18 months. It found that over four-fifths of marketers were planning on increasing investment as the market was deemed strategically ‘key’.
Jeff Green, chief executive officer and founder of The Trade Desk, said: “Tapping into the growing internet-connected middle class in China presents a huge opportunity for brands looking to grow their global presence. Our international reach, innovative technology, and key integrations with China’s premier media and technology companies empower innovative advertisers on our platform to successfully reach and engage millions of consumers in China today.”
In terms of numbers, China has 772 million internet-connected adults and over 400m people among its growing middle class, according to The Trade Desk. For mobile and video, it says there are 753m mobile internet users, which is 97% of Internet-connected adults, while digital video is watched by more than three-quarters of online adults.
Benson Ho, chief data strategy officer, Tencent Social Ads, noted: “Our high audience coverage and unique data insights are crucial for marketers wanting to understand consumers in China throughout their entire journey. Through our PMP integration with The Trade Desk, innovative global brands can more effectively reach and engage with this valuable audience.”