Grapeshot, the UK-based digital advertising technology company specializing in keyword targeting, is pleased to announce today that it is rolling out their language-based keyword technology product to leading global demand-side platform The Trade Desk, Inc. for use in APAC markets. The keyword technology solution allows marketers to more precisely aggregate and distinguish audience segments based on language.
Advertisers using The Trade Desk can now identify Ethnic Chinese consumers by the different simplified and traditional written languages the content they consume is in; distinguish French-speakers from English-speakers in Canada; separate Dutch speakers from French speakers in Belgium; and in the U.S., marketers can separate Spanish speakers from English ones in heavily Hispanic states like California and Florida.
“As a buyer’s platform, we are here to ensure that our clients have access to the full range of levers and controls for the campaigns they run globally,” says Matt Harty, SVP of APAC at The Trade Desk. “Site-level language targeting is a phenomenal asset for user-level targeting in campaigns, particularly in a region as diverse as Asia Pacific. Our partnership with Grapeshot equips our clients to protect their brands while reaching the users who matter most.”
“Grapeshot’s partnership with The Trade Desk and its roll-out of our language-based capabilities is essential to our continued growth in Asia,” said Chris Pattinson, APAC Director at Grapeshot. “The Asia-Pacific Region is a diverse collection of unique cultures and languages so there is no messaging ‘one-size fits all’ for multi-market executions. The Trade Desk, via Grapeshot, now enables brands to tailor communication with consumers engaged with content in any of the 9 main online languages native to the region, adding another layer of advertising acceptance.”
Carlsberg, the Danish beer company, executed a successful Malaysian campaign for Chinese New Year via The Trade Desk, employing the Grapeshot language capability to more effectively sculpt segments to take into consideration religious and social conventions associated with certain languages.
“As we run campaigns across multiple markets in Asia and across multiple industry verticals we have to be incredibly aware of cultural and religious sensitivities on behalf of our clients and the audiences we target,” said Jonathan Mackenzie, Head of Programmatic, Accuen, SEA. “When promoting Carlsberg in a recent campaign in Malaysia, the integration of Grapeshot language technology into The Trade Desk platform was vital in giving us the confidence that our audience segmentation was accurate enough to deliver the message in the most appropriate environment.”
Grapeshot is a New York and London based privately-owned keyword technology provider that offers audience and keyword targeting and analytics solutions in open and private programmatic environments. Grapeshot builds connections for brands and publishers as well as their respective buy-side and supply-side technology partners, using our page crawling algorithm. Grapeshot’s core technology and product suite offers a fully customizable, transparent and scalable solution, giving our clients simple, integrated control over hyper-relevant, brand-safe targeting. Grapeshot is integrated with all major programmatic trading marketplaces and facilitators including AppNexus, MediaMath, Turn, and The Trade Desk. Grapeshot receives over 2M QPS, 3T classifications per month, recognizing 100+ languages and returning segments in 25+ languages. www.grapeshot.com Follow Grapeshot on Twitter and Like Grapeshot on Facebook.
About The Trade Desk, Inc.
Recently named ninth in Forbes Magazine’s Top 100 List of America’s Most Promising Companies, The Trade Desk powers the most sophisticated buyers in advertising technology. Founded by the pioneers of real-time bidding, The Trade Desk has become the fastest growing demand-side platform in the industry by offering agencies, aggregators and their advertisers best-in-class technology to manage display, social and video advertising campaigns. The Trade Desk empowers buyers at the campaign level with the most expressive bid capabilities in market, full-funnel attribution, and detailed reporting that illustrates the consumer journey from initial impression to conversion. By maintaining a pure buy-side focus, The Trade Desk delivers on branding and performance for clients worldwide.