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Programmatic TV firm AsiaMX launches in Thailand, aims to open 10 offices in three years

Art Kaneearch Dandumrongsuk

Art Kaneearch Dandumrongsuk

Asia Media Exchange, the region’s first programmatic TV company, has announced an ambitious regional expansion plan, aiming to launch 10 offices in three years.

The fledgling Singapore-based firm, led by former National Geographic executive Basil Chua and Ooyala director Nick Chuah, has hired senior executives in sales, strategy, research, finance and technology as the company launches in Thailand through a deal with Dentsu Aegis Network.

Art Kaneearch Dandumrongsuk from ThaiTV3 has been appointed to lead AsiaMX in Thailand, which will work with DAN’s media investment arm Amplifi and programmatic unit Amnet to bring programmatic TV placement on pay-TV and free-to-air to the network’s clients.

In other appointments at AsiaMX, Astro’s VP of media sales Kenneth Teo has been appointed country head for Malaysia, the second market it entered.

Indonesia, Philippines, Taiwan, and then North Asia launches are to follow, the company says.

Joining from Facebook as regional head of advertising sales is Michelle Ching, while former GroupM executive Daniel Kwek has been named director for partnerships and media strategy.

Michelle Ching

Michelle Ching

Director for product development and media research is ESPN Star Sports executive Anand Rego, and Serene Sim has been appointed director of product.

Verifon executive Benjamin Chua has been appointed CTO.

Chua commented: “The timing is right to introduce automation to TV advertising.”

The news comes seven months after AsiaMX secured seed funding from an angel investor group and 10K Asia, the startup accelerator arm of VC firm Marvelstone.

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