The Trade Desk, Inc. 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 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, over-the-top, 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. The partnership marks a significant first for The Trade Desk in the burgeoning smartphone segment, reinforcing the company?s leadership as the world?s large 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 Second Quarter 2021 report. As the large 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.