Short Drama Ads Arrive: The Trade Desk Partners with DramaBox
Original: 短劇廣告進場，廣告主準備好了嗎？專訪 The Trade Desk 北亞區媒體夥伴關係總經理蔡秉熹
The Trade Desk is bringing DramaBox short drama inventory into programmatic advertising.
The Trade Desk sees short drama advertising as a data-backed opportunity, citing forecasts that the global short drama app market outside China could reach $3 billion in 2025. Its partnership with DramaBox brings vertical short drama inventory into programmatic advertising. The goal is to capture fragmented attention, expand the attention spectrum, and help brands treat emerging content traffic as measurable media within omnichannel strategies.
This INSIDE interview focuses on how The Trade Desk views the commercialization opportunity of short-drama advertising, as well as the market judgment behind its partnership with DramaBox. Tsai Ping-hsi, The Trade Desk's General Manager of Media Partnerships for North Asia, believes that the signals of short-drama advertising's entry are already reflected in the data: according to a report from a media consulting firm, the global short-drama app market revenue outside of China is projected to reach US$3 billion in 2025, almost triple that of 2024, indicating that short dramas are no longer merely niche entertainment or a single-market phenomenon, but are forming an emerging content and advertising arena with global scale.
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