The company, which is owned by DGM Plc in the UK, aggregates advertising impressions for web publishers across the region and packages them for advertisers. Nick Fawbert, head of operations, Asia-Pacific, said the way online advertising is bought in the region needs to change.
"The main issue in Asia Pacific is a lack of the cutting edge technology to make online work across markets. Which explains why, even in a wired market like Singapore, online adspend is still less than one per cent of the total. We can help media planners serve and optimise their online campaigns."
The company, which already has offices in Australia, New Zealand, South Africa, will compete with players including 24/7 Media and AdLink. Fawbert joined the company in January from CBS Outdoor in Beijing where he was international vice-president.
