The Trade Desk expands to India, names GM

New Delhi, India – The Trade Desk, a technology company focused on empowering advertising buyers, has announced that it will be expanding its market to India. With this, it has also named its general manager for the market band, Tejinder Gill.

He 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.

The Trade Desk 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. 

As an omnichannel platform, The Trade Desk enables marketers to reach relevant audiences across different devices such as computers, mobile devices, tablets and connected TV, and engage with them meaningfully along their entire digital journey.

For Gill, 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.

“While Indian consumers are spending 70% of their time on the open internet, almost 80% 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 decisioning 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,” he stated.

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. According to a study by Global Web Index, Indians, on average, are spending as many as eight hours a day online – 70% of which is spent on the open internet, which includes online content, over-the-top (OTT) and music streaming.

Furthermore, the open internet grew at a much faster pace than other online channels, even social media. Online content and OTT streaming grew 28% and 16% respectively, while social media grew by a mere 1%.

On a separate note, The Trade Desk has recently teamed up with marketing cloud InMobi to cater to this growing need among marketers by making their respective platforms available to clients accordingly.