With the key aim of assisting marketers in analyzing the marketing statistics, Trade Desk has announced its partnership with Samsung Ads. Through The Trade Desk’s platform, marketers will have access to connected TV (CTV) inventory on Samsung Smart TV, offered through its free, ad-supported on demand (AVOD) streaming service, Samsung TV Plus.
The collaboration will enable marketers to measure their advertising campaigns in a way that is not possible with linear TV. By applying the same level of data-driven insights that they do with their digital advertising campaigns, marketers can compare and measure ad opportunities across channels on the open internet in a transparent way.
Detailing about the strategic tie-up, Prabhvir Sahmey, senior director, Samsung Ads, said, “India is fast becoming a programmatic-first market, with 74 percent of total digital ad sales predicted to be programmatic by next year. For this reason, India is the first market where we are launching a programmatic first strategy. Our collaboration with The Trade Desk is integral to facilitating wide access to our inventory, offering brands the opportunity to extend their reach in a premium, brand-safe environment – the biggest screen in the house.”
Commenting on it, Tejinder Gill, general manager, The Trade Desk in India, said, “Indian marketers are increasing their spends on digital advertising and steadily turning to programmatic advertising, which offers real-time measurement and better control over ad frequency. CTV, which is rapidly gaining adoption among consumers, is one of the best platforms in India for programmatic advertising. As CTV advertising does not rely on third-party cookies, marketers can also measure and compare the effectiveness of their CTV advertising with other channels on the open internet. We will leverage our global expertise to pioneer CTV advertising on the open internet in India, starting with our collaboration with Samsung Ads.”
About The Trade Desk
The Trade Desk Inc (TTD) is a global technology company that markets a software platform used by digital ad buyers to purchase data-driven digital advertising campaigns across various ad formats and devices. Founded and headquartered in Ventura, California, TTD is the largest independent demand-side platform (DSP) providing real-time ad pricing and placement for advertisers at agencies and brands. The company’s self-service software platform includes integrations with data, inventory, and publisher partners; enterprise APIs facilitate custom development on the platform.