Ad tech firm Kiosked, a company that creates native ad formats for media owners, is to change its business strategy, moving away from advertising to focus more on programmatic consulting for publishers.
The rethink sees APAC boss David McGrath, who set up the Asian operations of Kiosked with a brief to grow the company across the region just 10 months ago having joined from Nova Entertainment in Australia, relocate from Singapore to New York to take on a new global role.
Niraj Nagpal, Kiosked’s Singapore-based VP of advertising solutions, has moved on from the company.
McGrath, who is co-chairman of the Interactive Advertising Bureau of Singapore’s data council, will now run Kiosked’s operations in EMEA, the US and Asia Pacific from New York as EVP of global revenue.
His move comes just five months after the company announced a US$10m funding injection from private investors that was to support its growth in Asia Pacific.
Kiosked has offices in Tokyo, Sydney and Shenzhen as well as Singapore, its regional hub, where the company had planned to set up an innovation centre.
McGrath told Mumbrella that the shift in strategy is to see Kiosked focus on publishers.
“While we have worked with both publishers and advertisers prior, we are now directing resources towards media owners, aiming to solve major user experience and monetisation issues, including challenges of ad viewability, relevance, and performance. VR and 360 continue to be drivers for us.”
Kiosked was the first company to launch programmatically traded 360-degree ad formats, introducing 360 video ads for the likes of Hong Kong Airlines.
“We’ve maintained our supply-side marketplace and recently introduced header bidding to help publishers monetise their inventory more effectively,” McGrath said.
“The APAC teams in Singapore, Australia/NZ and Japan continue to work with the leading publishers in those regions, and we look forward to continuing to grow that key part of the business.”
Kiosked launched in 2010, and is headquartered in Finland.