The Trade Desk and Tokopedia pioneer a new advertising approach to retail media on the open internet

Industry-first partnership unlocks the power of Tokopedia’s retail data for marketers

Jakarta, August 14, 2023 – Global advertising technology leader The Trade Desk (Nasdaq: TTD) today announced a partnership with Tokopedia that enables marketers to target and reach the most potential consumers on the open internet according to their activities at Tokopedia, coupled with the ability to attribute ad spend to sales.

Tokopedia will be the first ecommerce player in Indonesia to enable both audience and measurement solutions across the open internet through The Trade Desk. Tokopedia will provide users' shopping activities data within the programmatic media buying platform, while prioritizing security and protection of personal data based on existing regulations. This data is stripped of any personally identifiable information such as names, addresses, and phone numbers, making privacy central to the partnership.

“We’re truly excited to be pioneering this new approach in digital advertising with The Trade Desk,” said Alfredo Setiabudi, Senior Vice President of Ads Solution Tokopedia. “This innovative collaboration can help marketers reach more potential consumers, because the targeted users are those who have already added products to their shopping cart or have made transactions at Tokopedia. So, the ads will be highly targeted and have the potential to convert into sales.”

Reach Tokopedia’s customers on the open internet

Leveraging Tokopedia’s extensive reach of more than 100 million monthly active users, spanning across 99 percent of the districts in Indonesia, this new partnership can make it easier for marketers on The Trade Desk’s platform to reach more prospective customers in the fastest-growing channels of the open internet such as over-the-top (OTT), connected TV (CTV), audio streaming and digital out of home (DOOH) that go beyond the ecommerce platform itself.

“Consumers are going from device to device and consuming content in various channels every day – whether they’re shopping on their laptops or watching OTT programs on their phones. That’s why it’s so important to reach consumers through relevant advertising at the right time, wherever they are, to continue to build connection points all the way to the point of purchase,” said Purnomo Kristanto, General Manager, Indonesia, The Trade Desk. “Our partnership with Tokopedia presents an incredible opportunity for brands to leverage Tokopedia’s retail data to reach more prospective customers, while measuring the effectiveness of that advertising.”

Tokopedia’s merchants and The Trade Desk’s advertising clients will be able to utilise Tokopedia’s retail data to serve more relevant ads to existing Tokopedia customers, while they are watching OTT, listening to streaming music, and when they are on their mobile apps, gaming, or reading breaking news and content from leading websites.

This new approach to retail marks a significant development in comparison to existing on-site retail media solutions, where ad campaigns only run on ad inventories owned by retailers. This new partnership enables marketers to reach a wider group of relevant target customers, and as a result, drive more effective campaigns.

Attribute ad spend to sales

Through this integration, marketers on The Trade Desk’s platform will be able to measure how their ad campaigns on the open internet are converting to sales on the Tokopedia platform.

These measurement insights can help brands make enhancements to optimise their ad campaigns in real-time. Marketers can leverage these insights to shift ad budgets to channels that aim to better reach audiences and shape their media strategies with the goal of driving better business outcomes.

As the digital world prepares for the elimination of third-party cookies, new sources of audience data are increasingly important for brands to drive relevant ads. At the same time, brands will need to future proof their online advertising strategies as the industry shifts to an increasingly consent-based, opt-in digital environment. The partnership serves as a privacy-conscious solution, leveraging Tokopedia’s consented anonymized data to help marketers capture the value of data-driven marketing on the open internet.


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 optimise digital advertising campaigns across ad formats and devices. 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 Pacific. Follow us on Facebook, Twitter, LinkedIn and YouTube.