The Trade Desk Launches New Advertising Partnership with Xiaomi
October 20 2021 - 6:00AM
Business Wire
Global partnership expands advertising
opportunities on the open internet with the world’s second largest
smartphone maker
Global advertising technology leader, The Trade Desk (Nasdaq:
TTD), today announced a first-of-its-kind global partnership with
Xiaomi, the world’s second-largest smartphone maker, that allows
advertisers to access Xiaomi’s global audience through its mobile
ad offerings directly via The Trade Desk platform. The Trade Desk’s
direct integration with Xiaomi makes this an industry-leading
development for brands that want to unleash the potential of the
open internet.
Through this global partnership, marketers can now reach 454
million monthly active users globally outside of China, and engage
with these audiences programmatically across Xiaomi’s proprietary
mobile ecosystem. The announcement comes at a time when marketers
are increasingly looking to measure and compare the performance of
advertising campaigns across digital channels such as connected TV
(CTV), over-the-top (OTT), audio streaming, web and mobile apps.
Marketers can now measure their campaigns’ performance within the
family of MIUI apps and use that data to compare performance with
other channels on the open internet for more holistic campaign
management.
“There are so many untapped opportunities for us in digital
advertising, which is why we have chosen to work with The Trade
Desk to help us unleash the power of programmatic advertising
across our products and the MI world,” said Chan Liu, General
Manager of Global Internet Service at Xiaomi. “We are at the
beginning of a very exciting partnership with The Trade Desk as we
continue to work together to create opportunities for brands to
connect with their consumers. We believe this partnership will help
us build better experiences for everyone through innovative
technology.”
“As advertisers look for ways to connect with the
smartphone-first consumer, our partnership with Xiaomi makes
reaching this audience easier,” said JoAnna Foyle, SVP, Inventory
Partnerships, The Trade Desk. “With more marketers accelerating
their spend in digital advertising, we are helping brands engage
meaningfully with their target audience on the MIUI mobile
ecosystem, and along the consumer’s entire digital journey, which
includes fast-growing channels on the open internet such as CTV,
OTT platforms and mobile apps.”
The partnership marks a significant first for The Trade Desk in
the burgeoning smartphone segment, reinforcing the company’s
leadership as the world’s largest independent media-buying
platform. Considered one of the world’s leading consumer
electronics, Xiaomi smartphones have entered over 100 markets
worldwide, including Indonesia, where it is the top-selling
smartphone brand, according to a Canalys Q2 2021 report. As the
largest internet economy in the Southeast Asian region, Indonesia
represents an opportunity for global marketers who want to reach
the mobile-first consumers within the country, where mobile ad
spend is projected to grow to $858 million by 2025, according to
eMarketer.
About Xiaomi
Xiaomi Corporation was founded in April 2010 and listed on the
Main Board of the Hong Kong Stock Exchange on July 9, 2018
(1810.HK). Xiaomi is a consumer electronics and smart manufacturing
company with smartphones and smart hardware connected by an IoT
platform at its core.
Embracing our vision of “Make friends with users and be the
coolest company in the users’ hearts”, Xiaomi continuously pursues
innovations, high-quality user experience and operational
efficiency. The company relentlessly builds amazing products with
honest prices to let everyone in the world enjoy a better life
through innovative technology.
Xiaomi is one of the world's leading smartphone companies. The
company’s market share in terms of smartphone shipments ranked no.
2 globally in the second quarter of 2021. The company has also
established the world’s leading consumer AIoT (AI+IoT) platform,
with 374.5 million smart devices connected to its platform
(excluding smartphones and laptops) as of 31 March 31, 2021,
excluding smartphones and laptops. Xiaomi products are present in
more than 100 countries and regions around the world. In August
2021, the company made the Fortune Global 500 list for the third
time, ranking 338nd, up 84 places compared to 2020.
Xiaomi is a constituent of the Hang Seng Index, Hang Seng China
Enterprises Index, Hang Seng TECH Index and Hang Seng China 50
Index.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of
advertising. Through its self-service, cloud-based platform, ad
buyers can create, manage, and optimize more expressive data-driven
digital advertising campaigns across ad formats, including display,
video, audio, native and, social, on a multitude of devices, such
as computers, mobile devices, and connected TV. Integrations with
major data, inventory, and publisher partners ensure maximum reach
and decisioning capabilities, and enterprise APIs enable custom
development on top of the platform. Headquartered in Ventura, CA,
The Trade Desk has offices across North America, Europe, and Asia.
To learn more, visit thetradedesk.com or follow us on Facebook,
Twitter, and LinkedIn.
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Melinda Zurich The Trade Desk melinda.zurich@thetradedesk.com
201-320-9398
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