In the rapidly evolving digital landscape of Southeast Asia and India, staying ahead requires more than just keeping up with trends—it demands active participation in shaping the industry’s future. The Trade Desk, a global leader in digital marketing, has found a powerful ally in this mission: the IAB SEA+India Councils. By leveraging these councils as a platform for professional development, The Trade Desk is not only investing in its high performers but also contributing to the growth and transformation of the entire digital ecosystem in the region.
The Power of Diverse Perspectives
Samantha (Sam) Pearlson, General Manager of Client Services for Southeast Asia at The Trade Desk, has been at the forefront of this initiative. With five years at The Trade Desk under her belt, Sam has participated in three IAB SEA+India councils since 2020, covering critical areas such as Privacy and Identity, Retail Media, and most recently, the IAB Academy Council.
“Each council experience has been uniquely enriching, Sam reflects.” From navigating the seismic shifts in privacy regulations to riding the wave of retail media’s explosion, these councils have provided a front-row seat to industry transformation. The diverse perspectives from brands, agencies, publishers, and tech platforms create a melting pot of ideas that’s simply unparalleled.”
Sam’s experience underscores a key benefit of council participation: the opportunity to engage with a cross-section of industry leaders, gaining insights that go far beyond any single company’s perspective.
A Strategic Approach to Talent Development
The Trade Desk’s involvement in IAB SEA+India Councils isn’t just happenstance—it’s a strategic decision championed by senior leadership. Mitch Waters, SVP of Client Service for APAC and former IAB SEA+India Regional Board member, recognised the unique potential of these councils for developing high-performing talent.
“At The Trade Desk, we’ve always believed in nurturing our talent through both internal programs and strategic external engagements,” Mitch explains.
“The IAB SEA+India Councils presented a unique opportunity—a platform where our high performers could not only represent The Trade Desk but also build their own profiles, showcase their expertise, and gain regular exposure to industry leaders. It’s a win-win that accelerates personal growth while strengthening our position in the industry.”
This approach complements The Trade Desk’s robust internal L&D programs, which focus on both technical skills and soft skills like public speaking and strategy development. By adding council participation to this mix, The Trade Desk provides its high performers with a holistic development experience that spans internal excellence and industry leadership.
Measuring Success Through Impact
The success of this initiative is evident in the experiences of The Trade Desk employees like Nala Annous, who served on the Tech & Innovation Council in 2023. “The council opened up opportunities for me both professionally and personally,” Nala shares.
“I expanded my network across the IAB SEA+India, connecting with people motivated to make a difference in our respective industries. The “Tiffin Time” networking sessions at the start of each meeting were a highlight, offering unique insights into different facets of the ad industry.”
Vivek Misra, another The Trade Desk high performer, echoes this sentiment from his experience with the IAB SEA+India Responsible Privacy Council this year.
“We tackle bold problem statements, which led to significant professional growth and valuable industry relationships. The combination of intellectual stimulation and genuine camaraderie with fellow council members has made this a truly enriching chapter in my career.”
These personal growth stories translate into tangible benefits for The Trade Desk. Rose Huskey, Global SVP, Agency Development at The Trade Desk and current IAB SEA+India regional board member, observes,
“IAB SEA+India Council participation has brought fresh perspectives and new ideas back to our teams. Our team members return energised, with a broader understanding of industry challenges and opportunities. This not only enhances our client service but also enhances our position as a thought leader in the region.”
Influencing the Future of Digital in SEA+India
The impact of The Trade Desk’s involvement extends beyond individual growth to influence the future of the digital industry in Southeast Asia and India. The Responsible Privacy Council, for instance, is developing a product to increase understanding and ease the application of increasingly diverse and complex privacy regulations in the digital industry.
Similarly, the IAB Academy Council, in which Sam currently serves, is creating regional certifications to address workforce and knowledge gaps.
“This initiative will establish regional benchmarks for skills and knowledge, simplify recruitment and upskilling processes, and make education more equitable by removing financial barriers to learning,” Sam explains. “It’s about creating a rising tide that lifts all boats in our industry.”
IAB SEA+India is an Essential Business Partner
The Trade Desk’s experience with IAB SEA+India Councils demonstrates the power of collaborative industry engagement for talent development. In a region as diverse and dynamic as Southeast Asia and India, where the digital landscape is complex but full of untapped potential, such collaboration is not just beneficial—it’s essential.
For companies looking to empower their high performers and contribute to industry progress, participation in IAB SEA+India Councils offers a unique opportunity. It’s a chance to be part of the conversation that’s shaping the future of digital advertising in one of the world’s most exciting regions.
As Mitch Waters puts it, “Our involvement with IAB SEA+India Councils has proven to be one of our most valuable investments in talent development and industry leadership. I encourage other companies to seize this opportunity. The insights gained, relationships built, and impact created are truly unparalleled.”
In an industry that thrives on innovation and collaboration, the IAB SEA+India Councils stand as a beacon of progress. For high performers eager to make their mark and companies committed to nurturing top talent, these councils offer a pathway to growth, influence, and industry-wide impact. The question isn’t whether you can afford to participate—it’s whether you can afford not to.