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AOL makes triple hire to ready for ‘turning point’ for programmatic in Asia as Caroline Troman arrives from Yahoo

AOL has been three appointments in preparation for what the company’s APAC boss Alex Khan has described as the “turning point” for ad tech in the region.

Joining the company from Yahoo, the company recently acquired by AOL’s owner Verizon, is Caroline Troman, Mumbrella can reveal. She takes on the position of commercial director of AOL Platforms, AOL’s programmatic business, and moves on after four years at Yahoo, the last two as regional head of sales and programmatic.

L-r: Sonal Agarwal, Catherine Shen and Caroline Troman

L-r: Sonal Agarwal, Catherine Shen and Caroline Troman

AOL has also appointed Catherine Shen from Edipresse in Singapore to the newly created role of Asia Pacific marketing manager.She has eight years experience in media agency and publisher marketing in Singapore and Sydney, with Tatler Asia, Mediacom and Starcom.

And moving across the AOL’s operation in Los Angeles is Sonal Agarwal, who joins the Asia team as strategy and business process manager.

Khan said that while there was “no doubt” that AOL has the best programmatic solutions for advertisers, agencies and publishers, the company needed to ensure that the industry understood the benefits it can provide, hence the new appointments.

Other appointments AOL has made in Asia recently include James Fengkun Wang as senior performance account manager, Joel Zhiquan Yannick as creative designer, Yannick Forner as international analyst, Tuong Vi as account manager and Yih Puoh Chua as UI developer.

“At AOL we are playing a big part in Asia’s transformation. We’ve strengthened our commitment to the region with a raft of new senior appointments,” Khan said. “Through our regional headquarters in Singapore – and our representatives in Thailand, Malaysia, India and Indonesia – our focus is on educating the industry about the opportunity AOL and our platforms provide.”

AOL’s Asian sales of adtech solutions to advertisers and publishers have, according to Khan, quadrupled over the last year, through organic growth and acquisition.

He commented: “The fragmented and complex nature of Asian markets means take-up has been behind advanced markets like US and Europe, but the region is at a turning point. We can expect many more companies to see the benefits of programmatic platforms to automate trading, enable greater use of data and replace those cumbersome manual processes that hold companies back.”

“In fact, with the mobile-first dominance in many Asian countries it’s likely that the technology will reach market-wide adoption quicker than in western markets,” he predicted.

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