FYI

Smartology hires Michelle Ong from New York Times as ad operations support in Singapore

Michelle OngAd tech firm Smartology has hired Michelle Ong from the New York Times to run ad operations based in Singapore.

The announcement:

Smartology is increasing its foothold in the Asia Pacific region with a new hire for its Singapore office. Michelle Ong joins the contextual digital advertising company from the New York Times to focus on ad operations and provide sales support.  She reports to Eileen Soh, who has headed up Smartology’s AsiaPac operation since its launch in September 2015.

The move is driven by client demand in the region and ensures that Smartology can support brands, advertisers and publishers in real time.

Smartology’s bespoke technology platforms SmartMatchTM and SmartMobileTM use semantic profiling to match each item of an advertiser’s branded content with editorial pages on the same or closely-related topics.  Brands significantly increase ROI on their advertising budgets, while publishers can charge a premium for content because ads can be so highly targeted.

Smartology publishing partners include BBC.com, Bloomberg, Citywire, CNBC, the Economist, the Financial Times, Haymarket, Reuters and the Wall Street Journal.  Clients are global blue chip companies including three investment banks as well as other B2B enterprises in the technology, engineering, and media sectors.

“Brands that have invested time and resource into developing a content hub can work with Smartology to ensure they get real ROI on that content by using it for brand-building and engagement advertising campaigns,” explains Soh, managing director for Smartology AsiaPac.  “As more clients come on board, we need additional expertise to provide the level of support they require, during their office hours.  With her sales and ad ops experience and passion for digital advertising, Michelle is the perfect fit for the team.”

Ong comments: “To continue to grow and develop, the digital advertising industry needs to make the most of the large amounts of informed and authoritative content that it has at its fingertips.  Brand and agencies have the ideal opportunity to exploit an ecosystem that today makes this possible.  Smartology is helping to bring all the elements together and joining the company now is a really exciting opportunity.”

Mark Bembridge, Smartology’s CEO and founder says:  “As brands and publishers in the Asia Pacific region witness the benefits that our technology can offer their operations, we are seeing a significant increase in demand.  Bringing Michelle on board will ensure that we can maximise the opportunities available and build our presence as we look to expand our operations in this key part of the world.”

Source: press release

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