Global advertising technology company The Trade Desk and short-form mobile video platform TikTok have announced a new advertising partnership covering key Asia Pacific (APAC) markets.
The partnership will allow advertisers to directly access premium TikTok inventory across APAC via The Trade Desk platform.
“Everyone in this region understands the scope of TikTok’s reach, particularly with smartphone native users in India and Indonesia," The Trade Desk senior vice president South Asia Mitch Waters says.
"Brands will be able to scale their campaigns to include short video, simply and safely.”
TikTok is the first short-form video platform to integrate its ad offerings with The Trade Desk, making this a unique industry-leading development for brands in the region.
TikTok connects brands with millions of users on the platform.
The integration with The Trade Desk will make it easier for advertisers to incorporate TikTok into their campaigns.
Sam Singh, TikTok vice president of monetization in India, says as the platform's advertising solution continues to scale, it is looking to offer more "quality and high-performing" advertising options for brands.
"The key objective of this is to enable more brands to tap into TikTok's short-form mobile video as part of their omni-channel campaigns," Singh says.
PepsiCo is the first client to access TikTok inventory via The Trade Desk, running a campaign for the Lays portfolio in Thailand with media agency Mindshare.
“The smartphone-first demographic across Asia is absolutely critical for PepsiCo,” PepsiCo senior director – marketing services Arun Mehra says.
“The partnership between TikTok and The Trade Desk makes reaching this audience easier and more precise. Having piloted in Thailand, we are looking to extend our work through the partnership across the region.”
Campaigns that run on The Trade Desk Platform are pseudonymous, which means that they do not directly identify people.
Clients and partners are prohibited from providing personal data into The Trade Desk platform, underlining TikTok’s commitment to privacy.
The partnership will also combine expertise in marketplace quality, blocking non-human impressions before they are purchased, thus ensuring brand safety.
Currently, the partnership between The Trade Desk and TikTok covers 11 APAC markets including Southeast Asia, India, Australia and Japan, as well as Russia.
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