The Trade Desk, Inc., a demand-side platform in global advertising, is entering the Indonesian market, with 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. We also plan to enhance our offerings in tandem with our five launch partners. We see incredible growth in the Indonesian market,” said Mr Harty.
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.
Mr 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. We plan to work with our partners and help advertisers to succeed with great campaigns in that period,” said Mr Harty.
Phil Townend, Chief Commercial Officer, APAC, Unruly, said the company was excited to be partnering with The Trade Desk in Indonesia, and with 88 per cent 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 per cent 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,” Mr Townend said.
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 Mr Pattinson. With The Trade Desk on the ground, Indonesian advertisers will be able to capitalise on the growth of programmatic in the market.
Mr 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).