The Trade Desk launches in India to tap into its digital advertising ecosystem

"The Trade Desk, a leading technology company headquartered in the US, has unveiled its operations in India. Former Truecaller marketer Tejinder Gill has been hired as the company's India general manager to lead the business and growth strategy. Even as the India plan is being cobbled together, the programmatic advertising specialist company's chief exec and founder Jeff Green is also getting ready for the launch of its overhauled platform Solimar next month."

"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 as per a study by Global Web Index. The growth in the open internet has been at a faster pace than many other online channels with online content: OTT streaming grew by 28% and 16% respectively, while social media grew by a mere 1%."

"The Trade Desk is essentially an omnichannel platform, and its USP is to enable marketers to reach relevant audiences across different devices (including computers, mobile devices, tablets and connected TV), and engage with them meaningfully along their entire digital journey. As digital becomes the fastest-growing advertising segment in India with increasing campaign budgets, it is also leading to marketers seeking more trust and transparency - and that is the gap that the company hopes to plug with its India launch."

The Trade Desk has launched operations in India and appointed Tejinder Gill as India general manager to lead business and growth strategy. The company plans the regional rollout while preparing to release its overhauled platform Solimar next month, described as the company's biggest release. Indian consumers spend about eight hours daily online, with 70% of time on the open internet including online content, OTT and music streaming. OTT streaming has grown rapidly, while social media growth remains modest. The Trade Desk offers an omnichannel programmatic platform enabling marketers to reach audiences across computers, mobiles, tablets and connected TV, aiming to deliver transparency and trust.

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