The Trade Desk launches operations in India

Tejinder Gill to lead the business as general manager

Jun 16, 2021 11:21:00 AM | Article | Campaign India Team

The Trade Desk has announced the launch of its operations in India. 
With this launch, it aims to help India’s digital marketers access a marketplace of premium advertising inventory across a wide range of websites, apps, podcasts and streaming OTT platforms. 
The company has appointed Tejinder Gill to lead the business as general manager. Gill will be responsible for the company’s business and growth strategy, by helping Indian brands and publishers. 
Gill said, “Digital is the fastest-growing advertising segment in India and, as a result, marketers in India are seeking more trust and transparency as they shift more campaign budgets there. While Indian consumers are spending 70 percent of their time on the open internet, almost 80 percent of India’s digital ad revenue still goes to the big tech platforms, which sit outside the open internet. The Trade Desk is here to bring the much needed data-driven decisioning and transparency to India’s digital advertising ecosystem, offering marketers a credible choice where they can tap into the immense opportunities of the open internet.”
Divya Karani, CEO, media – South Asia, Dentsu, said, “Digital duopoly has existed for quite a while in India. However, we are now seeing brands increase their spends on other platforms on the open internet. Seeing how programmatic advertising has grown multi-fold in the past few years, The Trade Desk has arrived in India at the right time, when opportunities on the open internet are expected to grow much faster than traditional digital channels.” 
Tanmay Mohanty, CEO, Publicis media services, Publicis Groupe India, said, “We believe that winning in programmatic media is important in the platform world. Digital marketers are being exposed to the power of data, and they want to embrace it more fully across advertising channels. At Publicis, we invest ahead in training our talent. And so our talent who are certified by The Trade Desk can help marketers drive real-time campaigns with qualified reach and accuracy while transparency is an effort in the same direction.” 
Last year, The Trade Desk designed the unified ID 2.0, to upgrade privacy and control for the user. The solution is helping the industry prepare for the deprecation of third-party cookies in 2021.