The Trade Desk (TTD) is landing in China with partnerships that other ad tech companies may only dream of. The company announced that it has secured partnership deals with Chinese online video behemoths iQiyi and Youku.
The Street noted that The Trade Desk's launch comes amid other ad tech firms struggling in the fiercely competitive market. Amazon, Facebook, and Google slowly grew their presence and partnership but TTD appears to be on a different level. The programmatic advertising company saw over 50 percent in sales growth over the last two years.
In its partnerships with some of China's biggest tech providers, analysts believe that TTD will further rise to the ranks. iQiyi's shares are mainly owned by Chinese internet giant Baidu while Youku is owned by gaming giant Tencent and international retail leader, Alibaba Group.
Under the deals, partner companies can make use of The Trade Desk's ad campaigns systems while also integrating the use of their own data. TTD has reassured its partners that the simultaneous use of different data and tools will be done under secure programs that will not pose security threats to all parties.
TTD said the China launch came with a lot of thought as it ensured that it will abide by Chinese regulations in the ad tech industry, The Drum reported. "You have to make certain there's lots of editorial control, meaning that every creative need to be submitted to the government and registered," chief executive officer and founder of The Trade Desk, Jeff Green, said.
Green added that the TTD team "put a lot of risks" to make sure that every process and step was done right before it offered partnership deals to Chinese tech leaders. He said the constant review of processes will be done to reassure every client that the job is done as requested.
The expansion in China is part of a global scheme that will raise awareness about TTD's ad-buying platform. According to The Motley Fool, the company will focus its expansion on the Chinese market this year. Since China has the biggest population in the world, TTD is expecting to see give global brands a shot at entering a massive market that accounts for around 20 percent of the world's total internet use count.
The Trade Desk said in a press release that China opens a "huge opportunity" for international brands in search of a suitable market where they can grow their businesses. This stance is further supported by a recent Forrester Consulting report that revealed around 92 percent of international marketers are confident in China's booming market.
