SINGAPORE, February 16 – The Trade Desk, Inc., a leading demand-side platform in global advertising, today announced that it is entering the Indonesian market, its sixth office in the Asia-Pacific and Japan region.
The company said the explosive growth of the Indonesian digital advertising market meant the time was ripe to open a dedicated office. The Trade Desk also said it has secured partnerships in Indonesia with Unruly, Grapeshot, Spotify, Tapad, and Mobilewalla.
The Trade Desk’s Regional Vice-President Matt Harty said the company aimed to deliver its sophisticated programmatic trading services to agencies in Indonesia, underpinned by growing maturity in that nation’s digital market.
“We can deliver the full suite of programmatic advertising to brands operating in Indonesia, including display, video, mobile and audio,” said Harty. “We also plan to enhance our offerings in tandem with our five launch partners. We see incredible growth in the Indonesian market.”
The California-based company already has offices in Hong Kong, Singapore, Shanghai, Seoul, and Sydney. The Indonesian operation will commence with two executives in its Jakarta office, and will be managed from Singapore. The Trade Desk entered the Asia-Pacific market in 2013.
Harty also said the timing of entering the Indonesian market was crucial, as the Muslim fasting period of Ramadan starts in late May, and advertisers needed to start planning their digital advertising campaigns soon.
“The Ramadan holy period represents an opportunity for brand advertisers to deliver relevant and specific messages via programmatic advertising,” said Harty. ‘We plan to work with our partners and help advertisers to succeed with great campaigns in that period.”
Phil Townend, Chief Commercial Officer, APAC, Unruly, said the company was excited to be partnering with The Trade Desk in Indonesia, and with 88% of Indonesian viewers saying they would consider using ad blockers in the future, it was more important than ever to offer consumers an alternative to repetitive, intrusive advertising.
“For Indonesian advertisers looking to expand into video, Unruly offers market leading scale and viewability – reaching 67% of the Internet population each month,” Townend said. “With over 100 million views delivered across local comScore 100 publishers per month, advertisers can guarantee their ads will be seen against professional, premium editorial content.”
Grapeshot Asia-Pacific Senior Vice President, Chris Pattinson said he believed brands in Indonesia were keen to adopt its contextual targeting technology and enhance their brand campaigns in the burgeoning digital market.
“As a close partner with The Trade Desk globally, I could not be more pleased for their expansion into Indonesia,” said Pattinson. With The Trade Desk on the ground, Indonesian advertisers will be able to capitalise on the growth of programmatic in the market.
Pattinson also said: “Our partnership with The Trade Desk’s advertisers will deliver access to Grapeshot’s technology, allowing them to deliver their campaigns at scale, with precision, specifically to local content in Bahasa Indonesia.”
The Trade Desk office in Jakarta is located in the Sudirman Central Business District (SCBD).
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decision capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across the United States, Europe, and Asia. Please see: http://www.thetradedesk.com/
Unruly gets videos seen, shared and loved across the open web for brands that want to move people, not just reach people. By bringing emotional intelligence to digital advertising, we help 91% of Ad Age 100 brands inform and inspire 1.44bn people around the world, using polite outstream formats on sites that people love. UnrulyX, the viewable video SSP, creates better ad experiences for consumers, improved brand outcomes for advertisers and increased revenues for top-flight publishers.
Emotion matters in marketing. Emotion creates values and sets preferences. Inspires action. Drives sales. Unruly has a decade’s data of consumer responses to video and uses that to hone content, model audiences and deploy ad dollars in ways that heighten emotional response and maximise brand impact. Unruly was founded in 2006 and acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in 2015. With 300 Unrulies across 20 locations worldwide, our super power is emotional intelligence and our secret weapon is passionate people on a mission to #DeliverWow.