Byravee Iyer
Jul 10, 2015

Xaxis’ Light Reaction gets a new Asia MD

ASIA-PACIFIC - Light Reaction, a mobile-first performance advertising business that is part of Xaxis, has appointed Auke Boersma as managing director for Asia-Pacific.

Auke Boersma
Auke Boersma

The company said the new appointment is in line with its plans to spearhead the growth of Light Reaction’s pay-for-performance media model. Boersma will work with advertisers, publishers and partners to “deliver accountable results for global brands”.

Boersma was previously head of his own consultancy where he advised media companies on product and commercial development, strategic planning, resource allocation and investor relations. As part of this, he held operational roles at Scoupy and Videostrip (now SpotXchange BeNeLux).

The company also named Karl Elken as managing director of the Americas.

“Karl and Auke have both had phenomenal success in launching major digital businesses to the advertising and publishing communities and we look forward to their leadership in driving Light Reaction’s growth in the Americas and APAC markets,” said Paul Dolan, general manager of Light Reaction.


Related Articles

Just Published

5 hours ago

After much debate, Australia's Parliament passes ...

Days after Facebook pulled the plug on News in the country, The Treasury Laws Amendment (News Media and Digital Platforms Mandatory Bargaining Code) Bill 2021 passed after a series of amendments.

14 hours ago

How FMCG giants defied Covid downturn to up ...

Unilever, Kraft Heinz, Mondelez, RB, P&G and Diageo all boosted investment.

14 hours ago

WPP, Publicis and Unilever back industry-wide plan ...

In the UK, AA, ISBA and IPA-headed Ad Net Zero held its first supporters' meeting.

15 hours ago

Indian media industry bodies face off against ...

While the Indian Newspaper Society is demanding a greater share of ad revenues from Google, the IAMAI is upset with looming regulation for video streamers.