March 26, 2019

The Trade Desk、中国大手プレミアムメディアと提携 グローバルブランドがプログラマティック広告で 中国の消費者へリーチ可能に

Programmatic platform allows multinational brands to drive growth in China

LOS ANGELES – March 26, 2019 (BusinessWire) – In response to global marketers’ focus on China as a key growth market, advertising technology leader The Trade Desk (Nasdaq: TTD) has officially launched its programmatic ad buying platform in China.

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.

以下の特長を含むThe Trade Deskのプログラマティック広告配信を利用することにより、マーケターは中国の何百万人もの消費者にリーチ可能です。

  • the ability to use their first-party data within The Trade Desk’s trusted platform
  • Baidu Exchange Services、iQIYI(アイチーイー)、Tencent Marketing Solution、Youku(ヨウク)などの中国プレミアムメディアとのパートナーシップを提携
  • integrations with leading data, brand safety and anti-fraud partners to ensure their campaigns’ reach, scale, and performance.

With 20 percent of the world’s internet users residing in China[1], and over 400 million people among it’s growing middle class[2], 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 percent of global marketers believe China is a significant growth opportunity for their business[3].

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.

“The Trade Desk’s independence, objectivity, and global reach were important reasons we partnered with them,” said Benson Ho, Chief Data Strategy Officer, Tencent Marketing Solution. “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.”

“We believe so much in the opportunity in China and are excited to work with our clients and partners to bring it to life,” said Jeff Green, CEO and Founder, The Trade Desk. “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.”

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,” said Ivelise Grazziana, Managing Director, Neo U.S. “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, a Merkle company のグローバル・プログラマティック・サービス担当シニアバイスプレジデントのクリシュ・サイラム(Krish Sailam)氏は次のように述べています。「グローバルブランドの業務を推進する際、一貫性があるThe Trade Deskのプラットフォームを活用することで、中国を含む複数の市場におけるオーディエンスと費用効率よくエンゲージすることができます。単一のプラットフォームを使用してグローバルでマルチチャネルのキャンペーンが実施できるだけでなく、キャンペーンの管理とインサイトのレポーティングの一元化も可能です。」

A launch event, including a fireside chat with Jeff Green of The Trade Desk and Benson Ho of Tencent, as well as discussions with brand and agency partners, will be held in New York on March 26, 2019 and available online at thetradedesk.com/reachchina.


The Trade Desk の会社概要

The Trade Deskは広告バイヤーを支援するテクノロジー企業です。広告バイヤーはThe Trade Deskのセルフサービス型クラウドベースのプラットフォームを通じて、ディスプレイ、動画、オーディオ、ネイティブといった広告フォーマット全般にわたり、より表現力のあるデータドリブンなデジタル広告キャンペーンを、PC、モバイル、コネクテッドTVなど多数のデバイス上で、作成、管理、最適化できます。主要なデータパートナー、インベントリーパートナー、パブリッシャーパートナーを統合することでリーチと運用効率を確実に最大化し、Enterprise™ APIによりプラットフォームのカスタマイズが可能になります。The Trade Deskは米国カリフォルニア州ベンチュラに本社を置き、米国、欧州、アジアにオフィスを構えています。The Trade Deskに関する詳細はjp.thetradedesk.com/aboutまたは FacebookTwitterLinkedInYouTubeをご参照ください。

[1] Hosting Facts, Internet Stats & Facts for 2019, December 2018

[2] National Development and Reform Commission, January 2019

[3] Results from a commissioned survey for April 2019 study