According to Tejinder Gill, general manager of The Trade Desk India, the digital advertising business in India is about to undergo a significant transition as marketers look to find the best possible prices for ad inventory rather than relying on publishers to set the prices for impressions.
Gill also states that the significant shift in the market that they are currently witnessing is the move of marketers towards ad inventory price discovery. The cost of an ad inventory shouldn’t be fixed, according to them. By letting the marketers determine the value of an ad inventory based on the various types of characteristics to which an impression is tied, is what they are advocating.
The Trade Desk, a strong supporter of the open internet, has run its business in India for a whole year. Gill listed the company’s some main emphasis areas when discussing the main aims for the first year of operations.
The Trade Desk’s first major area of interest was to open specialised offices in India. The second area is that the best talent needed to be hired, and then they needed to be developed. Gill states that there is a lack in talent in programming side, and in India, many don’t really get what programmatic really means. He also added that they hired a really good staff with diverse backgrounds from elite businesses like Salesforce, Criteo, and GroupM.
Growth of The Edge Academy, the renowned programmatic advertising education programme owned by The Trade Desk, was the third area of concentration. Gill said that about 40% of those who have registered for The Edge Academy in Southeast Asia are from India. Not only do they hire talented individuals, but they also upskill them.
The business’s plan to transform digital advertising in India was the fourth key area. Leading marketers are being informed about programmatic opportunities available on the open internet by us. Nobody in India had ever heard of the term “open internet” before to our arrival, he noted.
The Trade Desk will keep growing its staff in India. They have only recently established the senior positions, but they are growing their teams. In actuality, they are welcoming more new employees this month, and September will see an increase in hiring. For 2023, they are also constructing a tonne more things. Gill declared that they will be much more active in growing their presence.
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