The partnership will initially focus on Indonesia, but it is expected to roll-out across other Southeast Asia markets this year.
The agreement will have The Trade Desk provide BlueMedia with access to a real-time bidding marketplace and services covering multiple formats and devices outside of China.
The campaign objective explains that The Trade Desk is an open platform and not a "walled garden".
Chan will lead the company’s business in China, with a particular focus on the localisation of the company’s branding and strategies, client relations, and industry partnerships.
The technology company will now allow multinational brands access to China’s millions of connected consumers via the Trade Desk platform.
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...