China brands given overseas access via The Trade Desk and BlueMedia partnership

Global advertising tech company, The Trade Desk, and digital advertising specialists, BlueMedia Group, have announced a partnership in China focused on overseas marketing for Chinese brands.

The agreement will have The Trade Desk provide BlueMedia with access to a real-time bidding marketplace and services covering multiple formats and devices outside of China.

“The Trade Desk is a global leader in programmatic advertising, so this partnership will help us provide new global scale in optimisation and data-driven decision-making for our Chinese clients,” said Pan Fei, CEO of BlueMedia, “There is a clear need for many of them to have a great pathway to their global customers. Our partnership with The Trade Desk will help make this possible.”

Headquartered in Beijing, BlueMedia’s goal is to offer one-stop marketing solutions to Chinese brands targeting customers overseas. That requires the kind of specialist technologies, capabilities, and services The Trade Desk has on hand, according to Calvin Chan, GM of The Trade Desk China.

“We are delighted to start working with BlueMedia,” stated Chan. “They understand the needs of Chinese brands, but they also understand the challenges that come with promoting them overseas. We are looking forward to working with BlueMedia to build out the programmatic capability and helping Chinese brands reach new audiences.”

The Trade Desk made its biggest move into China’s market by officially launching its programmatic ad buying platform in the country back in March.