The Trade Desk has announced a collaboration with Samsung Ads, a platform for TV advertising solutions that aim to help Indian marketers reach engaged Indian viewers across the open internet. 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 allow marketers to add Samsung CTV inventory to their programmatic media buy and, for the first time, The Trade Desk is expanding CTV advertising opportunities to India’s open internet, which includes over-the-top (OTT), music streaming, websites, and mobile apps.
For marketers, CTV can enable opportunities to apply data to a large segment of their advertising investment. In addition, the collaboration will help marketers to measure their advertising campaigns over and above linear TV. By applying the same level of data-driven insights that they do with their digital advertising campaigns, the partnership aims to help marketers compare and measure ad opportunities across channels on the open internet in a transparent way.
Prabhvir Sahmey, senior director, Samsung Ads, said, “India is fast becoming a programmatic-first market, with 74% 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.”
Tejinder Gill, general manager of The Trade Desk in India, commented, “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.”