China: The Trade Desk integrated Baidu, Tencent, a​nd Alibaba in the DSP

The Trade Desk (TTD) this week announced the integration of Baidu Exchange Services, iQIYI, Baidu’s video streaming service, Tencent Social Ads, and Youku, the Alibaba’s video streaming service. The Trade Desk says these integrations enables advertisers to reach and engage millions of consumers in China.

“Our partnership with The Trade Desk is our first partnership with an international demand side platform. We value The Trade Desk’s independence and objectivity and see this partnership as an important step in providing leading global brands access to millions of engaged consumers in China.”

Andy Sun, General Manager of Programmatic Business, iQIYI

The integrations are part of a beta in the DSP. This beta includes display, mobile, video, and native formats in China.

With more than 772 million Internet-connected adults and over 400 million people among its growing middle class, TTD says China is a key market for global brands looking to grow their customer base.

“Our high audience coverage and unique data insights are crucial for marketers wanting to understand consumers in China throughout their entire journey. Through our PMP integration with The Trade Desk, innovative global brands can more effectively reach and engage with this valuable audience.”

Benson Ho, Chief Data Strategy Officer, Tencent Social Ads