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Hong Kong – a Wonderland for Marketers

The Trade Desk empowers advertising buyers with data driven insight for more targeted media purchases.

The swift pace of technological advancement impacts every industry, including traditional ones such as advertising. The Trade Desk was established to empower ad buyers through a demand side platform tool, allowing them to use data driven insights to effectively plan, forecast and purchase digital media. In just a decade, it has become a leader in programmatic advertising, facilitating advertisers to target specific customers across different media channels and devices. Since it listed on NASDAQ in 2017, it has become one of the world’s fastest growing and most profitable advertising technology companies. 

With 23 global offices, the Hong Kong office opened in 2015 and concentrates on business development, sales, marketing and technical support with a team of 45 members now. “Hong Kong is home to many multinational iconic brands, which makes it a centre of gravity for advertisers and marketers,” said Troy Yang, The Trade Desk’s Senior Vice President for North Asia. “The largest global agencies are all here. Hong Kong is also a gateway to Mainland China. Brands and agencies here have been keen to learn more following the general availability of our Chinese inventory with Baidu, Alibaba and Tencent, which lets brands outside buy advertising inside Mainland China.” 

A Media and Creative Centre

Yang, himself a native of Hong Kong, feels that the city is conducive to The Trade Desk flourishing. “The city’s role as a media and creative centre relies upon openness to ideas and talent, and the interplay and connection with cities and countries across the region,” he stated. “There is a wealth of talented Hong Kongers, thanks in no small part to the universities, but there is also openness to expertise from outside the city. For colleagues who moved to Hong Kong, the view from our office in Pacific Place is a persuasive argument in itself that the city is a great place to live and work.” 

With plans to expand its engineering and client facing teams, The Trade Desk offers regular events and open days to anyone interested in learning more about programmatic advertising. “Hong Kong has a crucial role to play in the growth of our company,” affirmed Yang. “It is an important market in its own right, as a hub for regional marketing. It is well connected with Japan and Korea, which makes it a logical choice to base operations for North Asia. This role is redoubled in the context of Mainland China, given the value of Hong Kong as a gateway for all our activities in Mainland China.” 

03.10.2019

Fast Facts

  • Founded in 2009 in Ventura, California, its Hong Kong office opened in 2015 and serves as a hub for Greater China and North Asia as well as its regional marketing base
  • The NASDAQ traded company has 23 global offices and more than 800 employees dedicated to empowering buyers of advertising through a cloud-based demand side platform

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