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<ul><li>Global advertising technology major, The Trade Desk on Wednesday announced the launch of operations in India and said it has appointed Tejinder Gill as the Country General Manager.</li><li>The platform aims to help digital marketers unleash the full potential of the open internet.</li><li>We catch up with Tejinder Gill, General Manager, The Trade Desk, India to find out more about his role at his new job, difference between walled gardens and open internet, finding the right platform in a fragmented market and goals for this year</li></ul>Due to the global pandemic, many businesses have altered their marketing strategies and started focusing more on digital advertising. Content consumption, especially, has grown multifold in India as corporate employees continue to work from home. Marketers are constantly on the lookout for new avenues and Global AdTech platform The Trade Desk has entered this ripe market while the iron is hot. According to Statista, the digital advertising industry across India spent 38% on programmatic purchases in 2020. Overall, the projections indicate that the industry would increasingly change to programmatic media buying over the next few years, with a market share of almost 42% by 2022. With cloud-based, data-driven platform The Trade Desk, marketers will now have the option of exploring the open internet outside of the known social media and search platforms that most people are familiar with. Open internet includes targeted display, video, Connected TV (CTV), OTT, online news platforms, audio, native, and social ads across every device. Global Web Index’s latest report revealed that Indians, on average, are spending as many as eight hours a day online, 70% of which is spent on the open internet, which is a huge opportunity for marketers. Open internet has even surpassed social media’s growth trajectory in the last year. We caught up with Tejinder Gill, General Manager, The Trade Desk, India who recently joined the company from Truecaller, to find out why open internet is an important marketplace, trends we can expect in digital advertising, how to find the perfect media mix in a highly fragmented market and goals for this year. Excerpts: <cmsannotation type="cmsannotation" annotationid="Q. Why is it important for brands to explore the open internet in today's market?" text="Q. Why is it important for brands to explore the open internet in today's market?">Q. Why is it important for brands to explore the open internet in today's market?</cmsannotation> Even though 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. In these economically stressed times, brands and marketers are under pressure from their CFOs to prove the ROI of every advertising dollar. It is thus essential for them to leverage the fast-growing opportunities offered by the thriving open internet and reap the benefits of greater agility and flexibility needed in navigating today’s volatile environment. <cmsannotation type="cmsannotation" annotationid="Q. Almost 80% of India’s digital ad revenue still goes to the big tech platforms which sit outside the open internet. What is stopping marketers from exploring these platforms?" text="Q. Almost 80% of India’s digital ad revenue still goes to the big tech platforms which sit outside the open internet. What is stopping marketers from exploring these platforms?">Q. Almost 80% of India’s digital ad revenue still goes to the big tech platforms which sit outside the open internet. What is stopping marketers from exploring these platforms?</cmsannotation> Brands and marketers are drawn to big tech platforms because of their dominant position and early mover advantage. We call them Walled Gardens because they keep their technology, information, and user data to itself, with no intention of sharing it. Brands and marketers don’t get much say in what content they support, and very little feedback on how their ads performed. But they go there because they have to. However, Indian marketers are now looking for credible alternatives – those that offer them greater transparency and control. As a result, they are embracing data-driven advertising on platforms such as The Trade Desk more than ever. Ironically, this economic crisis has helped focus advertiser attention on the power of what we do as every dollar they spend needs to work harder. We are 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. <cmsannotation type="cmsannotation" annotationid="Q. What are some of the formats of advertising that The Trade Desk would offer? How big is your CTV inventory in India currently?" text="Q. What are some of the formats of advertising that The Trade Desk would offer? How big is your CTV inventory in India currently?">Q. What are some of the formats of advertising that The Trade Desk would offer? How big is your CTV inventory in India currently?</cmsannotation> With The Trade Desk’s data-driven capabilities, marketers can access a marketplace of premium advertising inventory across a wide range of websites, apps, podcasts and streaming OTT platforms. Last year, CTV/OTT was the strongest growth channel for the global ad market and it was also the fastest growing on our platform globally. As a global leader in CTV/OTT, The Trade Desk is the only platform uniquely positioned to offer advertisers the ability to buy from all OTT platforms. We can help brands and marketers get holistic visibility across the user journey by unifying their buys across multiple OTT providers, leverage advanced targeting capabilities and help retarget users across devices/channels along with a universal frequency control across platforms. <cmsannotation type="cmsannotation" annotationid="Q. What is fuelling the open internet growth in India? How would you help expand its growth further in the country?" text="Q. What is fuelling the open internet growth in India? How would you help expand its growth further in the country?">Q. What is fuelling the open internet growth in India? How would you help expand its growth further in the country?</cmsannotation> Over the last few years, rapid digitization of the media industry has provided a paradigm shift in the way Indians consume content online. In particular, with more people spending more time at home in the last 18 months, content consumption on the open internet has exploded. Today, India’s marketers are operating in times of uncertainty and volatility. They are seeking agility and flexibility, and the ability to understand what’s working, in different markets, in real time, and this can be made possible only with data-driven strategies. The Trade Desk is here to help India’s marketers capture these fast-growing opportunities on the open internet. Through its industry-leading cloud-based platform, marketers can access a marketplace of premium ad inventory on the open internet and reach relevant audiences across different devices (including computers, mobile devices, tablets and connected TV), and engage with them meaningfully along their entire digital journey. <cmsannotation type="cmsannotation" annotationid="Q. What kind of response have you seen from brands and agencies in India so far?" text="Q. What kind of response have you seen from brands and agencies in India so far?">Q. What kind of response have you seen from brands and agencies in India so far?</cmsannotation> Brands and agencies are welcoming us with open arms as they are looking for a strategic partner who is agile, can operate across platforms and offers them valuable options beyond the walled gardens. We also have relationships with the world’s largest media agencies and all five of them have signed up with us here in India. We have extensive partnerships with India’s leading publishers, data providers and industry players. Aside from leading publishers, we have also paved extensive inroads when it comes to OTT offerings with partners including Hotstar, Zee5, MX Player and Sony Liv. Some of our data partners include Zapr and Lifesight amongst others. <cmsannotation type="cmsannotation" annotationid="Q. The internet is so fragmented today. There are many platforms that buyers are looking to invest in, how do you suggest that they get the best bang for their buck?" text="Q. The internet is so fragmented today. There are many platforms that buyers are looking to invest in, how do you suggest that they get the best bang for their buck?">Q. The internet is so fragmented today. There are many platforms that buyers are looking to invest in, how do you suggest that they get the best bang for their buck?</cmsannotation> Because media is so fragmented, programmatic advertising offers the best alternative to reach relevant audiences across different devices (including computers, mobile devices, tablets and connected TV), and engage with them meaningfully along their entire digital journey. Over the last year, we’ve seen brands in India and around the world embracing programmatic advertising on platforms such as ours more aggressively than before. The rise of e-commerce has also led to the evolution of brands adopting programmatic, asking for a mix of brand and performance led digital marketing – radically different from the pre-Covid-19 era. As more marketers experience the power of data, they want to embrace it more fully across advertising channels. Through The Trade Desk, they can measure and compare the performance of ad spots across the digital advertising spectrum, whether it’s streaming TV, audio, web, podcasts, etc., and report ROI in granular terms back to the CFO. <cmsannotation type="cmsannotation" annotationid="Q. The future of digital advertising is cookie-less. How are you helping your clients prepare for that?" text="Q. The future of digital advertising is cookie-less. How are you helping your clients prepare for that?">Q. The future of digital advertising is cookie-less. How are you helping your clients prepare for that?</cmsannotation> The end of cookies is great news for the open internet. This is the time for the industry to create a new and better alternative to cookies - one that centers on consumer privacy and control. The Trade Desk has designed a solution from the consumer’s perspective that replaces cookies, upgrades privacy and control for consumers, while preserving the value of relevant advertising for advertisers and publishers. Unified ID 2.0 is a new industry-wide approach to internet identity that is an upgraded alternative to third-party cookies. Importantly, Unified ID 2.0 operates across advertising channels including mobile, audio, browsers, OTT/TV apps and devices with a single ID. This is critical as marketers and publishers look to understand their audience across platforms, while creating a better standard that gives consumers greater transparency and control. <cmsannotation type="cmsannotation" annotationid="Q. Tejinder, now that The Trade Desk is officially launching in India, what would be some of your focus areas?" text="Q. Tejinder, now that The Trade Desk is officially launching in India, what would be some of your focus areas?">Q. Tejinder, now that The Trade Desk is officially launching in India, what would be some of your focus areas?</cmsannotation> As General Manager of The Trade Desk, India, I will be responsible for leading the India Operations with a focus on building monetization strategies, monitoring country growth and implementing new initiatives. In addition to executing The Trade Desk’s vision, I will be working to foster teams and building the culture from the ground up in India. In addition to this, I will also be responsible for strengthening The Trade Desk’s global client and partner relations, shaping India’s product strategy and driving effective engagement across the industry. <cmsannotation type="cmsannotation" annotationid="Q. You've expanded a platform's presence in another country during a global pandemic. What kind of challenges did you face in this process? What is your vision for The Trade Desk in India? Where do you want to see it by the end of this year?" text="Q. You've expanded a platform's presence in another country during a global pandemic. What kind of challenges did you face in this process? What is your vision for The Trade Desk in India? Where do you want to see it by the end of this year?">Q. You've expanded a platform's presence in another country during a global pandemic. What kind of challenges did you face in this process? What is your vision for The Trade Desk in India? Where do you want to see it by the end of this year?</cmsannotation> We have always built our business based on the core principles of objectivity and transparency, and it’s that trust we have with advertisers – to always do what’s right for the industry, even if not always in our direct immediate interest – that has seen us continue to grow. With our launch in India, we are fully committed to the business, and while the on-ground situation is fluid, we are focusing on building awareness and early adoption. Our long-term vision is to create a scalable open platform of choice for digital marketers. The focus is to educate the market about the fast-growing opportunities on the open internet which includes channels like OTT/CTV, audio streaming and online press. The success for us by the end of year is to build a solid team on the ground to serve our customers, build a transparent ecosystem across agencies, partners and advertisers, and help marketers take data-driven decisions to better business outcomes. <cmsannotation type="cmsannotation" annotationid="Q. What are some of the trends that you are expecting to see in programmatic advertising this year? What is the future of programmatic advertising?" text="Q. What are some of the trends that you are expecting to see in programmatic advertising this year? What is the future of programmatic advertising?">Q. What are some of the trends that you are expecting to see in programmatic advertising this year? What is the future of programmatic advertising?</cmsannotation> Now more than ever, marketers are being more deliberate and data-driven with every advertising dollar, and as a result, they are gravitating to the advertising opportunities on the open internet. Programmatic, therefore, becomes all the more important in streamlining the ad buying process, serving more relevant ads, and delivering greater return on spends. Programmatic spending has witnessed a rise from 26% in 2018 to 39% in 2020. While overall programmatic spending stood at Rs 3,014 crore in 2018, it quickly rose to Rs 6,610 crore in 2020. Studies also indicate that the industry would increasingly change to programmatic media buying over the next few years, with a market share of almost 74% by 2022. Programmatic media buying gives advertisers increased flexibility and more control over their creatives and optimization capacities. The ultimate result is a more scalable way of serving ads that people are more likely to click. The next wave of programmatic advertising will be towards decisioning rather than fixed price buying.

The Trade Desk has designed a solution that replaces cookies, upgrades privacy while preserving the value of relevant advertising for advertisers and publishers: Tejinder Gill of The Trade Desk

<ul><li><keyword id="8929996" type="General" weightage="20" keywordseo="the-trade-desk" source="Orion">The Trade Desk</keyword> has partnered with a customer intelligence platform, Lifesight.</li><li>This collaboration will enable marketers in India with insights of the impact of their online advertising campaigns on physical in-store visits.</li></ul>The Trade Desk today announced an industry-first partnership with Lifesight, a leading customer intelligence company that specializes in location-based measurement, to provide marketers in India with insight into the impact of their online advertising campaigns on store visits and the ability to optimise campaigns. The Trade Desk is the first and only demand-side platform to offer a direct integration with Lifesight in India. Through The Trade Desk platform, marketers are able to effectively measure how their digital campaign is driving in-store visits to complement other online campaign metrics such as views or clicks. By leveraging in-flight location data insights, marketers can optimise campaigns on-the-go and use those campaign insights to inform spend allocation and shape media strategies that drive better business outcomes. As more people go shopping for India’s festivities, brands are experiencing huge traction on digital channels and in their physical stores. This retail resurgence both on and offline have marketers re-assessing their measurement approach in an increasingly complex consumer journey. Leveraging the Lifesight measurement solution on The Trade Desk platform, marketers can measure site visitations for digital campaigns of any brick-and-mortar store – ranging from entertainment, real estate, automotive FMCG and fashion retail stores. Travel and hospitality brands can also measure the impact of their leisure packages. The announcement comes at a time when Indian marketers are increasingly embracing the value of data-driven and cross-channel advertising campaigns. Through The Trade Desk, brands can measure and compare their campaigns’ performance with other channels on the open internet such as connected TV (CTV), over-the-top (OTT), audio streaming, web and mobile apps. <keyword id="3824042" type="General" weightage="20" keywordseo="tejinder-gill" source="Orion">Tejinder Gill</keyword>, General Manager of The Trade Desk in India, said, “In the last 18 months, measurement has become a top priority as marketers are under pressure to prove ROI of every advertising dollar. As we step into the festive season and economic activity picks back up in India, brands can apply learnings from the pandemic to change the way they market to consumers that is more effective and efficient. Our partnership with Lifesight provides brands the opportunity to prove the connection between their campaign activities and real-world business results.” Speaking about the collaboration, Tobin Thomas, CEO of Lifesight said, “This partnership marks the first time that Lifesight’s footfall measurement solution has directly integrated within a programmatic buying platform in India. This is a much needed innovation which can help brands get the most out of their programmatic spend. Together with The Trade Desk, we are advancing the measurement capabilities for marketers in India.”

The Trade Desk enables brands to measure impact of digital advertising in India with store visitation data

<ul class="summary-list"><li>On Thursday afternoon, <keyword id="1575" type="ORGANIZATION" weightage="60" keywordseo="Congress">Congress</keyword> held a hearing to address the GameStop stock fiasco. </li><li>The hearing featured the CEOs of <keyword id="1268253" type="PERSON" weightage="60" keywordseo="Robinhood">Robinhood</keyword>, <keyword id="29929" type="CITY" weightage="60" keywordseo="Citadel">Citadel</keyword>, Reddit, and Melvin Capital. </li><li>Robinhood CEO Vlad Tenev was the hearing's main target, and it was plagued with technical issues.</li></ul>Just weeks after <a href="https://www.businessinsider.com/explainer-what-is-going-on-with-gamestop-stock-2021-1">the GameStop stock bubble popped</a>, the <keyword id="141566" type="ORGANIZATION" weightage="60" keywordseo="US-House-of-Representatives">US House of Representatives</keyword> Financial Services Committee held an hours-long hearing examining what happened.Though that hearing featured a variety of chief executives, from Reddit CEO Steve Huffman to Citadel CEO Ken Griffin, and even featured <a href="https://www.businessinsider.com/gamestop-hearing-roaring-kitty-i-am-not-a-cat-lawyer-2021-2">one popular financial influencer</a>, the main target of questioning was Robinhood CEO Vlad Tenev.<h3>Questions to Robinhood focused on the app's decision to halt trading and how it "gamifies" stock trading</h3>With over 50 members of the <keyword id="141565" type="ORGANIZATION" weightage="60" keywordseo="House-of-Representatives">House of Representatives</keyword> participating, the lines of questioning varied wildly. Some representatives asked Tenev about Robinhood's choice to <a href="https://markets.businessinsider.com/news/stocks/robinhood-removes-gamestop-amc-reddit-wallstreetbets-fueled-stock-rally-gme-2021-1-1030015292">halt trading of GameStop and other such "meme stocks" on January 28</a>, while others asked him about Alex Kearns, a 20-year-old Robinhood user who thought he had lost $730,000 on the app. Kearns died by suicide in June 2020. "I'm sorry to the family of Mr. Kearns for your loss," <a href="https://www.businessinsider.com/robinhood-ceo-vlad-tenev-apologizes-to-alex-kearns-family-2021-2">Tenev said</a>.Kearns repeatedly contacted Robinhood's help desk, but didn't receive a response before he died. During his allotted time, <a href="https://www.businessinsider.com/robinhood-support-hangs-up-on-users-sean-casten-helpline-gamestop-2021-2">Rep. Sean Casten played Tenev the recording</a> that users hear when they call Robinhood for help.He also criticized Robinhood for the "innate tension" at the heart of its business model, which he said is split "between democratizing finance, which is a noble calling, and being a conduit to feed fish to sharks." Lawmakers primarily focused on Tenev due to the stock trading app's critical role in the explosion of GameStop's stock value: Between January 20 and January 26, GameStop's stock value leaped from just over $35 per share to north of $140 per share. By January 27, it hit new highs of over $325 per share - an over 8,000% increase from just a few months ago.The next morning, <a href="https://www.businessinsider.com/gamestop-stock-trading-robinhood-users-critics-revolt-2021-1">Robinhood halted trades</a> of the stock because it ran out of money to cover the upfront cost of its customers stock purchases. The company even had to dilute its own value in order to quickly raise capital - a $3.4 billion investment from several different firms was <a href="https://markets.businessinsider.com/news/stocks/robinhood-raises-additional-24-billion-reddit-daytrader-gamestop-amc-frenzy-2021-2-1030029079">announced in early February</a>.Tenev repeatedly told lawmakers <a href="https://markets.businessinsider.com/news/stocks/robinhood-asked-billion-cover-trading-risks-tenev-elon-musk-clubhouse-2021-2-1030028468">the same story he's told previously</a>: Robinhood was forced to temporarily halt trading of GameStop and several other stocks because the National Securities Clearing Corporation demanded $3 billion to cover volatile trades.And he refuted claims that the decision was driven by the hedge funds which had taken out short positions on GameStop stock, as did Melvin Capital Management CEO Gabe Plotkin who also joined the hearing.Another notable criticism repeatedly leveled at Robinhood: Gamification. The app notoriously features audio and visual elements that cheer on user actions. "We didn't encourage anyone to tap on anything," Tenev said in one such exchange. "We wanted to give our customers delightful features so they know we're listening to them and we care about them."<div type="image" title="Ken Griffin, Citadel (Congressional hearing, February 18)" height="853" width="1920" msid="81101078" hostid="261"></div><h3>Technical difficulties persisted throughout the nearly 5-hour hearing</h3>From the very beginning of the hearing, technical issues plagued the video conference. Hot mics were frequent, and a few major sound issues caused pauses.As the hearing - which kicked off at noon - pushed on, exchanges between legislators and interviewees got more and more brief. Legislators frequently cut in mid-answer with "I'll reclaim my time" in an effort to squeeze another question in. And an exchange between Rep. Rashida Tlaib and Citadel CEO Ken Griffin just after the five-hour mark got particularly contentious, as he attempted to talk over her. "Let me finish my answer. I think it's important," he said. "No, no," Tlaib responded. The few exchanges with Keith "Roaring Kitty" Gill, a stock trader who made a name for himself as a YouTuber, were largely focused on what he specializes in: stock advice. Gill said he would still buy GameStop stock at its current value, and that he initially bought in months ago because it was "undervalued." Also of note: Gill's opening statement included <a href="https://www.businessinsider.com/gamestop-hearing-roaring-kitty-i-am-not-a-cat-lawyer-2021-2">at least one notable meme reference</a>.Ultimately, there were no huge revelations about the GameStop stock bubble or the major players involved in it from Thursday's hearing. It's the first of several such hearings that the financial services committee plans in the wake of the bubble's popping.You can watch the full hearing below:Got a tip? Contact Business Insider senior correspondent Ben Gilbert via email (<a href="mailto:bgilbert@businessinsider.com">bgilbert@businessinsider.com</a>), or Twitter DM (<a href="https://twitter.com/RealBenGilbert">@realbengilbert</a>). We can keep sources anonymous. Use a non-work device to reach out. PR pitches by email only, please.

Congress just grilled a group of CEOs over the GameStop stock price fiasco in a hearing filled with heated exchanges, insults, and lots of technical difficulties

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Congress just grilled a group of CEOs over the GameStop stock price fiasco in a hearing filled with heated exchanges, insults, and lots of technical difficulties

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