MediaMath co-founders eye Asia-Pacific expansion

With their promotion, the DSP hopes to build on partnerships it established with Kinected in Australia in early 2012 and with Maxifier in Japan mid-last year. Plans include the launch of an Asia-Pacific office, but when and in which market has yet to be announced. 

According to Wasserman, markets MediaMath is interested in expanding into include India, China, Indonesia and Korea. 

"MediaMath will continue to seek the most effective support models for clients and in some cases this might entail strategic partnerships," he told Campaign Asia-Pacific. 

Wasserman and Williams both previously held director-level positions, with Wasserman heading up media solutions and Williams leading client strategy. In January 2011, the duo launched the company's EMEA operations and established a direct presence across six European markets within a year. 

MediaMath's strongest offering, said Wasserman, is the experience it brings to Asia Pacific, where most DSPs are "less experienced local players whose systems lack the scale and sophistication" needed.

"Much of our success to date in the Asia-Pacific region has owed to clients seeing what happens when a world-class technology with the experience of thousands of campaigns and millions of dollars in investment is applied to complex business goals," he said.