The partnership allows users of The Trade Desk’s media buying platform to make smarter, more efficient data-driven marketing decisions for their Asia-focused campaigns
HONG KONG – (November 29, 2017) – Today The Trade Desk, Inc. (NASDAQ: TTD), a global Demand-Side Platform (DSP), announced an integration with Asia-focused mobile Data Management Platform (DMP) AlikeAudience. The partnership allows clients of The Trade Desk to use AlikeAudience’s third-party audience data pertaining to 90 per cent of Southeast Asian consumers, and has already been successfully utilized in a digital campaign for popular camera manufacturer.
AlikeAudience’s data capabilities covers information categories such as socio-demographic data, purchase intent, purchasing power, interest, and users’ devices. “When combined with The Trade Desk’s sophisticated programmatic targeting tools, AlikeAudience’s offering means that marketers can be even more confident they are reaching the right consumers in Asia,” said Matt Harty, Senior Vice-President Asia at The Trade Desk. “The Trade Desk is strongly committed to developing and growing local partnerships. We continue to actively seek out and integrate with local partners where we see a clear case for adding value and bringing the best solutions to our clients,” he added.
Speaking about the new partnership, Bosco Lam, Chief Executive Officer and Co-Founder of AlikeAudience, said: “While using third-party data in programmatic campaigns is commonplace in markets like the United States, in many regions of Asia this type of sophisticated targeting is still developing. That’s why it’s been so constructive to partner with a global player like The Trade Desk. We’ve been able to team The Trade Desk’s global learnings and insight with our local data expertise to bring some remarkable results.”
The first campaign following the integration implemented a behavioral targeting display strategy to engage photography-lovers. The agency trading desk was able to test against a global data provider and AlikeAudience simultaneously to determine the best third-party data provider for meeting the client’s goals.
A key advantage of The Trade Desk’s flexible platform is that advertisers have the freedom to judge the performance of their campaign by whichever Key Performance Indicator (KPI) they choose, be it Cost-Per-Action (CPA), On-Target Performance (OTP) or any other type of campaign measurement metric. The campaign for the camera manufacturer used a Cost-Per-Click (CPC) target, which was exceeded after determining AlikeAudience was the most effective third-party data provider.
Charles Lee, Business Director of Annalect Hong Kong, welcomed the partnership, commenting: “We are thrilled to see a local data partner successfully integrating with The Trade Desk. For our clients, this means more choice in suppliers, and consequently, better campaign outcomes.”
Since entering the Asia-Pacific market in 2013, The Trade Desk has expanded exponentially, driven by the company’s key differentiators within the programmatic space. These include a proprietary trading system which uses Bid Factors rather than Line Items, resulting in more dynamic and flexible bidding optimization. Another key differentiator is The Trade Desk’s commitment to representing media buyers only. By working exclusively with buyers, The Trade Desk empowers the agencies to design and implement their own Application Programming Interface (API), giving them the opportunity to develop value-adding strategies for their clients.
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 decisioning 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, Asia, and Australia.