Trade Desk opens 6th office in APAC and Japan, sets up operations in Indonesia

• Company opens office in Jakarta with five launch partners
• Already has offices in Hong Kong, Singapore, Shanghai, Seoul, and Sydney

THE Trade Desk, Inc, a demand-side platform in global advertising, on Feb 16 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 (pic) said the company aimed to deliver its 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.”

Unruly APAC chief commercial officer Phil Townend 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. 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.  With The Trade Desk on the ground, Indonesian advertisers will be able to capitalise on the growth of programmatic in the market.

“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 optimise 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. 

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