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Tag: The Trade Desk

  • Diwali shopping to surge with 70 per cent consumers ready to spend more

    Diwali shopping to surge with 70 per cent consumers ready to spend more

    Mumbai: New data shows approximately 70 per cent of Indians are ready to spend more this Diwali, representing a marked 35 per cent increase from last year, according to the third festive pulse survey conducted by global advertising technology leader The Trade Desk. The planned increase in consumer spending is led primarily by consumers’ bullish view that their financial situation has improved (53 per cent), and consumers’ eagerness to celebrate a lot more this year (49 per cent).

    The new research indicates growing optimism among Indian consumers is slated to drive larger festive sales this year, giving brands an opportunity to build advertising campaigns tailored to consumer interests and preferences as the biggest shopping season of the year approaches.

    Skyrocketing optimism spurs consumer spend

    The surge in optimism is driving increased consumer spend, with a significant majority expressing an interest in purchasing luxury goods and apparel (84 per cent) and gold (80 per cent). Amongst those who plan to spend more, 68 percent said they are more likely to increase spending on new clothes, 65 per cent on gold and jewellery, 64 per cent on Diwali food items and gifts for family, and 64 per cent on friends and colleagues.

    “This year’s Diwali is shaping up to be the most significant shopping season ever. People are gearing to celebrate more, in turn, they plan to spend more,” said The Trade Desk general manager, India Tejinder Gill. “To make the most of this opportunity, marketers should focus on building trust to engage customers with relevant advertising campaigns that reach them at the right place at the right time. The Trade Desk is empowering marketers to make smarter media decisions for the festive season and for the long term, whilst helping them track campaign performance to drive business growth effectively.”

    Brands who engage early and consistently will stay top-of-mind

    The findings reflect an always-on branding strategy is the key in engaging consumers effectively. When shopping for Diwali, more than half (58 per cent) of Indians consider themselves to be planned shoppers, while almost half (45 per cent) regard brand trust as an important factor in their Diwali shopping decisions.

    The research also unveils significantly higher brand loyalty, compared to Diwali shopping last year. Within the top three product categories where consumers demonstrate the strongest loyalty, a notable 74 per cent of consumers will stick to the same brand when purchasing products in health and personal care, which is an increase of 23 per cent compared to last year. While 69 per cent of Indian consumers will do so for consumer electronics, an increase of 30 per cent, and 65 per cent for makeup and fragrances, an increase of 27 per cent from last year.

    Indian consumers are least likely to hold strong brand affinity for toys, games, and collectibles (50 per cent), home and living (50 per cent) and travel (47 per cent). Marketers who employ an always-on strategy can help enhance brand affinity by maintaining consistent connections with their audience throughout their entire purchasing journey.

    OTT platforms are effective advertising channels

    The open internet provides an opportune place for brands to advertise, and over-the-top (OTT) streaming platforms are garnering notable traction. The majority of respondents (61 per cent) express a willingness to research a product online if they like the ads shown on this channel. Furthermore, people aged 25 to 40 years exhibit a larger appetite for ads on OTT platforms, as half of them (51 per cent) reportedly pay attention to ads on the channel. Concurrently, 43 per cent said they direct their attention towards ads on news, websites, and blogs.

    Survey Methodology

    The survey was conducted online by research firm Milieu amongst a nationally representative sample of 1,000 India adults, fielded in June 2023. All data was weighted by age and gender to reflect the latest Indian population estimates.

  • Buoyant optimism overpowers inflation concerns among shoppers this festive season: survey

    Buoyant optimism overpowers inflation concerns among shoppers this festive season: survey

    Mumbai: From increasing digital activity across apps and devices to a greater willingness to try new brands, the pandemic has fundamentally reshaped the way consumers shop. Excitement among Indian consumers for the upcoming festive season is at a high, according to the second festive Pulse Survey by The Trade Desk. The survey highlighted that 68 per cent of Indians are excited about the upcoming festive season sales, an increase from 59 per cent last year. In addition, two in three shoppers intend to spend as much or more this festive season.

    Some of the key findings from the survey include:

    The inclination to spend among urban Indians is the highest this year since the pandemic, in spite of rising inflationary pressures. The survey affirms that D2C channels are gaining traction amongst consumers, with nearly seven in ten shoppers (66 per cent) proposing to use D2C sites for festive shopping. Also, loyalty to trusted brands in product categories such as health & personal care (60 per cent), consumer electronics (53 per cent), makeup & fragrances (51 per cent) and finance (51 per cent) is evident.

    Buoyant optimism prevails over inflation concerns

    Despite rising inflation, the propensity to spend among urban Indians is the highest this year since the pandemic. This optimism is reflected in consumers’ eagerness to splurge this festive season. The survey shows that nearly 40 per cent of consumers plan to start shopping in mid-October or earlier. As shoppers begin to splurge on their festive shopping, almost half intend to spend more on travel experiences than in previous years. Nearly six in 10 consumers plan to spend on gifts for family and friends, while more than half intend to splurge on food, beverages, and entertainment.

    Direct-to-consumer (D2C) a draw for shoppers

    As consumers begin buying more online, numerous brands have also accelerated their direct-to-consumer (D2C) ecommerce offerings. The survey affirms that D2C channels are gaining traction amongst consumers. Almost seven in 10 shoppers (66 per cent) intend to use D2C sites for festive shopping. The data underscores that in this ever-shifting ecommerce landscape, marketers have the opportunity to enhance their omnichannel media strategies and engage with consumers directly.

    The Trade Desk India general manager Tejinder Gill explained, “As consumers spend more time online for both work and play, brands are scaling their digital marketing efforts to boost their ad dollars across different channels on the open internet. The high optimism among Indian consumers this festive season will likely attract even more brands, which will lead to advertising clutter in the digital space.”

    “By working with data-driven platforms like The Trade Desk, marketers can manage their omnichannel media campaigns and capture critical attribution and measurement data to understand how they can optimise their media spend this festive season,” he added.

    Loyalty for tried-and-tested brands in certain product categories

    The survey also indicated that consumer preference for trusted and familiar brands varied across product categories—an insight that marketers could factor into their advertising and promotional strategies. It emerged, for instance, that Indians demonstrate loyalty to trusted brands in product categories such as health and personal care (60 per cent), consumer electronics (53 per cent), make-up and fragrances (51 per cent) and finance (51 per cent). On the other hand, in categories such as toys, games, and collectibles, 68 per cent of Indians do not have such a strong brand affinity.

    Consumer attitudes toward companies and brands are constantly influenced by various touch points throughout their online experiences. As a result, brands have an opportunity to be timely, relevant, and well-directed with their advertising campaigns. For marketers looking to optimise their budget towards driving new customer acquisition and retention, digital channels like over the top (OTT), display, native and streaming audio play a key role as they offer better precision and measurement opportunities.

    The survey was conducted online by YouGov amongst a nationally representative sample of 1,005 Indian adults from 2-8 August 2022. All the data was weighted by age and gender to reflect the latest Indian population estimates.

  • Disney Advertising & The Trade Desk sign a significant advertising deal

    Disney Advertising & The Trade Desk sign a significant advertising deal

    Mumbai: Disney Advertising and global advertising technology company The Trade Desk have reached a landmark agreement to power greater audience activation at scale programmatically.

    This deal enables brands to target automated ads across Disney’s linear and streaming properties – Hulu, ESPN+, Freeform, ESPN, National Geographic and FX. This announcement comes ahead of Disney’s launch of an ad-supported tier for Disney+ that would likely be another target for the deal.

    This expanded deal marks yet another step toward transforming how advertisers access Disney’s portfolio of premium supply, rooted in secure data collaboration and powered by automation through Disney’s Clean Room technology. By offering clients more flexibility, choice and control across all deal types, Disney is delivering on its commitment to support addressability at scale.

    This agreement will enable a first-of-its-kind integration between Disney’s proprietary Audience Graph and the open-source identity framework, Unified ID 2.0, within a secure environment. As a result, buyers will be able to discover more addressable, biddable inventory across the Disney portfolio, all validated by Disney’s proprietary Audience Graph.

    “Disney Advertising had a bold vision backed by proven results from the start, and we’re thrilled to continue to deliver on our commitment to power greater automation and addressability for our customers through this expanded deal with The Trade Desk,” said Disney Media and Entertainment Distribution president advertising sales Rita Ferro. “We have spent years investing in our data and technology strategy to create innovative solutions for advertisers to engage their audiences with greater precision and accuracy in a privacy-focused way. This first-to-market capability sets the stage to empower access to the Disney portfolio, validated by powerful audience insights, in a way that’s automated and accessible.”

    Disney continues to advance its efforts towards a data-informed, tech-enabled future rooted in audience innovation. For example, more than 40 clients and most major agencies across all major categories have engaged in Clean Room strategies in collaboration with Disney leveraging its Audience Graph.

    Disney’s agreement with The Trade Desk is a key milestone in enabling greater interoperability with the programmatic ecosystem while setting the stage to power better audience activation and measurement. Moreover, it provides a path for advertisers to leverage their first-party data in biddable environments as the industry faces new disruption caused by the deprecation of third-party cookies.

    “Disney is reimagining our advertising platform to support a global and addressable future. We are uniquely positioned to match the world’s greatest content with next-generation products and technologies, through a secure and unified ad platform, and one-of-a-kind first-party data. The growth of our relationship with The Trade Desk is a milestone in addressability and automated buying at scale, and the latest step as we use technology to enable advertisers to buy once to deliver everywhere across Disney,” said Disney Media and Entertainment Distribution president and chief technology officer Aaron LaBerge.

    “With this agreement, Disney and The Trade Desk are pioneering a new approach to audience addressability in a post-cookie environment. By creating interoperability between Unified ID 2.0 and Disney’s Audience Graph, we are unlocking the opportunity for our customers to activate their first-party data at scale programmatically, against some of the world’s most premium content, across all channels. As a result, advertisers will be able to deliver relevant advertising, while ensuring consumers have more control of their privacy,” said The Trade Desk chief revenue officer Tim Sims.

    Disney Advertising is implementing this expanded capability with advertisers over the next several months, while setting the stage to support interoperability across all demand partners and platforms.

  • Programmatic is enabling the transition of OTTs to open internet: Tejinder Gill

    Programmatic is enabling the transition of OTTs to open internet: Tejinder Gill

    Global technology platform The Trade Desk helps marketers advertise on the ‘open internet’ i.e., outside the ecosystems of Google and Facebook. The Trade Desk can deliver campaigns across a multitude of devices such as computers, mobile devices, OTT, connected TV (CTV) to reach quality audiences at scale via video, audio, display and native ads.

    Founded in November 2009, the company launched in India almost a year ago, setting up their leadership teams in Delhi and Bangalore. It immediately integrated with leading OTT players including Disney+ Hotstar, Zee5, SonyLIV, MX Player and Voot and publishers to enable programmatically-driven advertising and bring transparency to the purchase of online inventory.

    The Trade Desk is only a demand-side platform, meaning it optimises and solves for advertisers only. It helps them understand the break-up of their media investments at scale in a complicated supply-side ecosystem that has up to seven to eight partners. Its most important USP (unique selling point) is that it offers marketers more choices to advertise outside the established walled garden ecosystems.

    Helming The Trade Desk’s business in India is Tejinder Gill who is responsible for the business growth strategy, executing the company’s vision and long-term goals and leading the product development. He is spearheading the expansion of programmatic across digital, audio, video and connected TV for Trade Desk. Gill has more than 17 years of experience, starting his career in 2008 with Yahoo, he was later part of LinkedIn’s leadership team for six years and Truecaller’s executive management team for nearly five years.

    In conversation with IndianTelevision.com, The Trade Desk India general manager Tejinder Gill spoke about the challenge that the company is trying to solve, online advertising trends, growth of advertising video-on-demand (AVOD), moving away from third-party identifiers and more.

    Edited excerpts:

    On the challenges addressed by The Trade Desk

    We are all about open internet which means anything outside the walled gardens. The biggest keyword missing in India, when it comes to digital media buying, is choice. Marketers want to get a certain reach and scale that you can only get within the walled gardens. So, the vision we saw was how to build an open internet advertising platform at scale.

    Let’s say, $100 is spent on advertising. Almost $53 goes to Google, $28 goes to Facebook and the remaining $19 is shared among the rest of the players which includes any player other than these two. The biggest reason that marketers are looking for a third choice is that these platforms make their own rules. They withhold data and the inability to measure performance in these walled gardens has led to a lot of frustration among marketers.

    I have observed that 70 per cent of the time spent by a user is on the open internet while 70 per cent of marketer’s budgets are spent on walled gardens. This is disproportionate. The biggest challenge for me is to educate marketers and partners about the benefit of the open internet and how we can solve for reach and scale.

    Think about the open internet as a bunch of different islands and walled gardens as continents. However big you are, you will always remain an island. Our platform makes these islands come together, and talk to each other so that everything is more accessible. The future will see all publishers come under the open internet umbrella. And programmatic is enabling this transition.

    Publishers still have direct sales teams to sell their premium inventory and sponsorships but the bulk of their inventory is now available on programmatic. That means all their pipes are connected to us. We’re building a marketplace where advertisers can pick and choose any inventory they want. They can use any measurement tool or any data partner that they want.  Individually, you can never win the game of scale, but together the open internet is a very strong value proposition for marketers to move away from walled gardens.

    When I joined the company 16 months ago, and the next month we complete a year of launch in India, programmatic talent was a big issue. We addressed this with Trade Desk-Edge Academy certifications, and interestingly, 40 per cent of members who have taken the certification in Asia-Pacific (APAC) are from India. I have built a diverse leadership team across Delhi and Bangalore since then.

    We’ve done strategic partnerships with publishers, OTTs and connected TV manufacturers to be the platform of choice for marketers. This includes partnerships with Samsung TV, OTT platforms such as Disney+ Hotstar, Zee5, SonyLIV, Voot and MX Player and audio streaming services such as Gaana, JioSaavn, and Spotify.

    On the rise of programmatic video advertising

    The OTT consumer base has gone up in the last two years. There are new players entering the global and local markets creating more competition. While linear TV has been there for many years, consumer trends are changing. Some consumers are opting for cutting the chord as a result of the adoption of OTT platforms. OTT offers a seamless viewing experience across devices making it the preferred platform for consumers and building an attractive reach and scale for marketers.

    Online curated content platforms (OCCs) are offering premium high-quality content. An OTT platform attracts a large and diverse audience. The biggest difference between a user-generated content platform and an OCC platform is brand safety. Since curated content will be safer and more positive in nature, brands will want to invest in it. It also helps that you can put a data layer on top of it that delivers better performance, measurement and offers real-time insights to marketers.

    The biggest difference between linear and OTT platforms is the application of data intelligence. Linear TV has always relied on third party intelligence. The impact of an OTT campaign is measurable and you can take the insights and apply them to any other campaign.

    It is also more controlled. For example, suppose you want to target a consumer only three times a day then you can apply a frequency cap. If you want to target him once on Disney+ Hotstar, Voot and SonyLIV then you can adjust your parameters accordingly. This translates to a better consumer experience.

    The one thing that marketers love about programmatic is optimising their media dollars and talking to the same user across the media funnel. This means that whether I’m watching TV, mobile, laptop, OTT or audio, the same message will be played in a different format across.

    A study we did last year in partnership with YouGov found that 55 per cent of Indians prefer to see an ad versus paying for content. This indicates that the future business model for OTT platforms will be one that will be supported by subscription and advertising.

    Our founder Jeff Green predicted three years ago that Netflix will embrace advertising. Today, international players such as Disney+ and Netflix are planning to launch ad-supported models.

    On moving away from third-party cookies

    Third-party cookies are a three-decade-old technology and a shrinking part of the internet. Now, we have to think of a more sophisticated solution and we’ve created our own identifier called UnifiedID 2.0. It is a string of numbers and letters that cannot be reverse engineered to reveal the identity of the user, say for example his email ID.

    If third-party cookies go away, what are the scenarios that marketers arrive at? Walled gardens get more control over the internet. Paywalls keep consumers from accessing content. Consumers having to login multiple times to access the internet.

    That’s why the future will have multiple identity solutions that will be interoperable, meaning that these identity solutions will work across the ecosystem and will need to talk to each other. Our identity solution has got a lot of adoption in the Western market and we’re hoping APAC will start running it soon.

    On the trends in programmatic video advertising

    There are a few trends that I see.

    Connected TV (CTV) will drive the next phase of growth. We expect CTV to hit 40 million devices in the country in the next two years. This means that budgets will start moving from linear TV to connected TV.

    Marketers will start asking everyone about more real-time business outcomes. Marketers will move away from metrics such as CPA (cost-per-action), CPC (cost-per-click), CPM (cost-per-mile) and start measuring in more detail. For example, in-store footfall.

    A cookie-less future is good. It is happening for the benefit of the entire industry. Advertising will be able to target with more precision enabling brands to present different ad opportunities at different points in time. I think this is a new approach for the future.

    Five years ago, when we launched programmatic the idea was to automate the entire paperwork also known as programmatic guarantee. That’s not the real advantage of programmatic. Programmatic is all about decisioning i.e., it is about choices. If a marketer wants to buy audiences who may reside on OTT, mobile, CTV then he can find them across channels and devices. That’s the biggest trend that will drive programmatic in India over the next two years.

    Decisioning is different from upfront media buying. In upfront media buying, an advertiser blocked the front page of a Times of India or a 15 sec slot on a channel. The advertiser would pay upfront and get the ad displayed.

    In a real-time environment, the advertiser wants more control. He wants to pick up the right audience, at the right time and at the right price. The advertiser can control whether that ad should reach 1000 or one million consumers and pay for the reach that he wants. The journey of the ad needs to be mapped. That’s why I say decisioning will take precedence over the existing programmatic guarantee.

  • Nielsen, The Trade Desk announce strategic alliance for open internet

    Nielsen, The Trade Desk announce strategic alliance for open internet

    Mumbai: Nielsen and The Trade Desk on Thursday announced a strategic partnership to power identity resolution for open internet measurement in key international markets around the world. 

    The Trade Desk will help fuel Nielsen’s demographic data starting with France, Italy and the United Kingdom. Japan, Australia and Germany will launch on 1 April, with plans to launch in other Asian and European markets, in addition to Canada and Mexico, on a regular cadence following the initial releases in 2022. 

    Nielsen will integrate demographic data provided by The Trade Desk into the Nielsen ID System to provide more scope and accuracy in Nielsen’s digital ad measurement for the open internet, thereby connecting digital impressions to demographics across millions of devices. This will help in advancing more robust measurement and reporting across digital media, particularly over-the-page advertising, in key international markets that have the most room to benefit.  

    Advertisers and publishers can use Nielsen Digital Ad Ratings with more confidence knowing that the solution is aimed towards appropriately assigning and deduplicating audience demographics across mobile and PC platforms when a digital ad is viewed. With this initiative, Nielsen becomes a preferred measurement provider of The Trade Desk and builds on the two companies’ long-standing relationship.

    As part of the Nielsen ID System, the Nielsen ID Graph is calibrated against, and validated by, Nielsen’s people-based panels and truth sets. This deal will further position Nielsen to scale its ID Resolution System globally and truly deliver deduplicated audiences across linear and digital platforms as part of Nielsen One, its cross-media measurement solution.  

    “This strategic partnership with The Trade Desk immediately scales Nielsen’s Identity System globally, and showcases our commitment to independent measurement and marketplace interoperability, facilitating an open ecosystem for the media industry, with audiences de-duplicated across multiple platforms,” said Nielsen COO Karthik Rao. “We continue to evolve our technologies and methodologies as we move towards Nielsen One and this is a very important milestone for that vision of true cross-platform measurement across all screens, underpinned by a strong digital measurement capability.”

    “As the world’s largest independent demand-side platform, The Trade Desk is in a prime position to provide the open internet with a standard of measurement that improves data-driven decisioning, advertising performance and transparency,” stated The Trade Desk chief data officer Michelle Hulst. “We have long believed that it takes all of us to support the digital media ecosystem, especially in the world of measurement. We look forward to advancing the open internet together with Nielsen internationally.”

  • The Trade Desk partners with Lifesight to help brands optimise digital campaigns

    The Trade Desk partners with Lifesight to help brands optimise digital campaigns

    MUMBAI: Global advertising technology firm The Trade Desk has partnered with Lifesight, a customer intelligence company that specialises in location-based measurement. The association will enable the tech firm to provide insights to marketers in India regarding the impact of their online advertising campaigns on store visits and the ability to optimise campaigns.

    Through the platform, marketers would also be able to effectively measure how their digital campaign is driving in-store visits to complement other online campaign metrics such as views or clicks, said the company. “By leveraging in-flight location data insights, marketers can optimise campaigns on the go and use those campaign insights to inform spend allocation and shape media strategies that drive better business outcomes,” said the tech firm.

    “In the last 18 months, measurement has become a top priority as marketers are under pressure to prove ROI of every advertising dollar. As we step into the festive season and economic activity picks back up in India, brands can apply learnings from the pandemic to change the way they market to consumers that is more effective and efficient,” The Trade Desk India- general manager, Tejinder Gill said.

    As more people go shopping for India’s festivities, brands are experiencing huge traction on digital channels and in their physical stores. This retail resurgence both on and offline have marketers re-assessing their measurement approach in an increasingly complex consumer journey.

    The announcement comes at a time when Indian marketers are increasingly embracing the value of data-driven and cross-channel advertising campaigns. Through The Trade Desk, brands can measure and compare their campaigns’ performance with other channels on the open internet such as connected TV (CTV), over-the-top (OTT), audio streaming, web and mobile apps.

    Lifesight CEO Tobin Thomas said, “This partnership marks the first time that Lifesight’s footfall measurement solution has directly integrated within a programmatic buying platform in India. This is a much-needed innovation that can help brands get the most out of their programmatic spend. Together with The Trade Desk, we are advancing the measurement capabilities for marketers in India.”

  • The Trade Desk partners with Samsung Ads

    The Trade Desk partners with Samsung Ads

    Mumbai: Global tech company The Trade Desk on Wednesday announced its collaboration with Samsung Ads, a platform for advanced TV advertising solutions that can further help Indian marketers reach millions of highly engaged Indian viewers across the open internet. 

    The Trade Desk is expanding CTV advertising opportunities to India’s fast-growing open internet which includes over-the-top (OTT), music streaming, websites, and mobile apps, for the first time.

    Through The Trade Desk’s platform, marketers will have access to Connected TV (CTV) inventory on Samsung Smart TV, offered through its free, ad-supported on-demand (AVOD) streaming service, Samsung TV Plus. The collaboration will allow marketers to add Samsung CTV inventory to their programmatic media buy, said the statement.

    As more Indian consumers access digital content through multiple screens and platforms, CTV is emerging as the new, premium channel for India’s consumers and marketers. According to a report by Ernst & Young, CTV is expected to reach over 40 million homes in India by 2025, from seven million homes today. For marketers, CTV represents an opportunity to apply data to what is often the largest segment of their advertising investment.

    Commenting on the collaboration, Samsung Ads, senior director-India and South East Asia, Prabhvir Sahmey said, “India is fast becoming a programmatic-first market, with 74 per cent of total digital ad sales predicted to be programmatic by next year. For this reason, India is the first market where we are launching a programmatic first strategy. Our collaboration with The Trade Desk is integral to facilitating wide access to our inventory, offering brands the opportunity to extend their reach in a premium, brand-safe environment – the biggest screen in the house.”

    The collaboration will enable marketers to measure their advertising campaigns in a way that is not possible with linear TV. By applying the same level of data-driven insights that they do with their digital advertising campaigns, marketers can compare and measure ad opportunities across channels on the open internet in a transparent way.

    The Trade Desk India’s GM, Tejinder Gill stated, “Indian marketers are increasing their spends on digital advertising and steadily turning to programmatic advertising, which offers real-time measurement and better control over ad frequency. CTV, which is rapidly gaining adoption among consumers, is one of the best platforms in India for programmatic advertising. As CTV advertising does not rely on third-party cookies, marketers can also measure and compare the effectiveness of their CTV advertising with other channels on the open internet. We will leverage our global expertise to pioneer CTV advertising on the open internet in India, starting with our collaboration with Samsung Ads.”

  • The Trade Desk launches new media trading platform Solimar

    The Trade Desk launches new media trading platform Solimar

    MUMBAI: Global advertising technology company, The Trade Desk (NASDAQ:TTD) announced Thursday the launch of its new trading platform, Solimar that will help marketers optimise their digital advertising campaigns across the open internet.

    Designed in response to a rapidly evolving digital marketing environment, the platform enables marketers to unleash the power of their valuable first-party data, drive greater precision in their digital marketing campaigns, while advancing consumer-conscious privacy, the tech company said in a statement.

    The result of more than two years of product development, Solimar addresses key concerns for today’s marketers. This includes easy and secure onboarding of first-party data; the need to connect marketing performance to business growth goals; an increasingly cross-channel digital media environment including the fast-growing world of OTT and CTV; and a rising focus on digital identity.

    “We are at an important moment in the evolution of digital advertising. Marketers are eager to address a wide range of emerging opportunities, from the once-in-a-generation shift in TV consumption to proving the connection between their campaigns and business growth, and driving advances in consumer-conscious privacy,” said The Trade Desk co-founder and CEO Jeff Green. “And we are launching Solimar at this moment so that marketers can fully embrace those opportunities on the open internet. The transparent cross-channel precision and measurement capabilities of Solimar stand in strong contrast to the limitations of Walled Gardens.”

    In a rapidly evolving identity environment, marketers increasingly want to activate their own first-party data – data they have gathered about their most loyal customers, often through years or decades-long relationships. Solimar enables marketers to upload this data easily, and leverage advances in internet identity, such as Unified ID 2.0, in order to nurture more loyal customers. At the same time, other major first-party data owners, such as retailers and offsite measurement companies, are increasingly making their data available to advertisers in Solimar’s measurement marketplace. This enables advertisers to track the performance of their campaigns to actual consumer actions.

    Commenting on how Solimar would add value to marketers in India, The Trade Desk India’s GM Tejinder Gill said, “Modern marketers are looking to manage their entire omnichannel strategy (mobile, audio, OTT/CTV) under one roof aligned with their goals at every stage of their campaign. Solimar helps Indian marketers focus on achieving their goals while capturing the fast-growing opportunities on the open internet. As the industry’s most sophisticated programmatic platform, Solimar solves for the complexity of the thriving open internet by enabling marketers to plan, track and measure their digital spend easily across all digital advertising channels on the open internet.”

    “Solimar is the result of more than two years of engineering work, and represents a breakthrough in surfacing the most important decisions for today’s marketers,” said The Trade Desk co-founder and CTO Dave Pickles. “That means traders can focus on their strategic priorities, and rely on Solimar to handle everything else. That’s because by adding planning and decisioning into every aspect of the buying cycle, Solimar acts on information in real-time, ensuring all decisions are data-driven. In this way, Solimar embodies everything I’ve learned about media buying over the last 15 years.”

    The Trade Desk unveiled Solimar at a launch event on 7 July in New York City, featuring The Trade Desk CEO Jeff Green, GroupM’s Wavemaker executive director, head of Investment & Activation Vinny Rinaldi and the Washington Post chief revenue officer Joy Robbins.

  • The Trade Desk Launches in India, appoints Tejinder Gill as General Manager

    New Delhi: Global advertising technology firm, The Trade Desk has launched operations in India, and appointed Tejinder Gill as the company’s India general manager.

    Gill will lead the company’s business and growth strategy in India, helping Indian brands and publishers unleash the full potential of the open internet where Indian consumers are increasingly spending their time.

    Rapid digitization of the media industry has provided a paradigm shift in the way Indians consume content online. In particular, content consumption on the open internet has exploded in the last 18 months. In a statement released on Wednesday, the company said it aims to help India’s digital marketers capture these fast-growing opportunities. “With The Trade Desk’s industry-leading data-driven capabilities, marketers can access a marketplace of premium advertising inventory across a wide range of websites, apps, podcasts and streaming OTT platforms,” it said.

    The omnichannel platform plans to enable marketers to reach relevant audiences across different devices (including computers, mobile devices, tablets and connected TV), and engage with them meaningfully along their entire digital journey.

    “Digital is the fastest-growing advertising segment in India and, as a result, marketers in India are seeking more trust and transparency as they shift more campaign budgets there,” says The Trade Desk, India, general manager, Tejinder Gill. “While Indian consumers are spending 70 percent of their time on the open internet, almost 80 percent of India’s digital ad revenue still goes to the big tech platforms, which sit outside the open internet. The Trade Desk is here to bring the much needed data-driven decision making and transparency to India’s digital advertising ecosystem, offering marketers a credible choice where they can tap into the immense opportunities of the open internet.”

    Dentsu, Media-South Asia, Divya Karani, said, “Digital duopoly has existed for quite a while in India. However, we are now seeing brands increase their spends on other platforms on the open internet. Seeing how programmatic advertising has grown multi-fold in the past few years, The Trade Desk has arrived in India at the right time, when opportunities on the open internet are expected to grow much faster than traditional digital channels.”

    According to Publicis Media Services CEO Tanmay Mohanty, winning in programmatic media is important in the platform world. “Digital marketers are being exposed to the power of data, and they want to embrace it more fully across advertising channels. At Publicis, we invest ahead in training our talent. And so our talent who are certified by The Trade Desk can help marketers drive real-time campaigns with qualified reach and accuracy while transparency is an effort in the same direction,” he said.

  • Tejinder Gill moves on from Truecaller, joins The Trade Desk

    Tejinder Gill moves on from Truecaller, joins The Trade Desk

    MUMBAI: Tejinder Gill has moved on from Truecaller where he was the vice-president of global sales (South Asia, MENA, and Sub Saharan Africa). Gill has now joined US based tech firm The Trade Desk as the general manager for India.

    He had announced his departure from Truecaller at the end of last year, after a nearly five years’ association with the company.

    In his new role, Gill will be responsible for crafting innovative approaches to accelerate outcomes based on emerging business models and strengthening global client and partner relationships.

    “I’m happy to share that I have started the next leg of my career journey with The Trade Desk. My focus here will be to drive our vision of reshaping digital advertising in the India geo. I’m excited to work with a great team that will use its expertise to transform media to benefit businesses and build advanced opportunities in the Open Internet for India’s modern marketers to navigate this next era of change,” Gill announced the move on LinkedIn on Tuesday.

    Gill joined Truecaller in 2016 and spent four and a half years at the caller identification app before his move to The Trade Desk. In a career spanning over 17 years, he has worked at places like LinkedIn, Yahoo, Times of India, Network18, and SAS International Export.