Amobee makes raft of major hires following Turn acquisition

Singtel’s mobile marketing arm Amobee has appointed a new vice president for commercial in Asia, three months after its landmark acquisition of ad tech firm Turn.

Sam Yadallee has moved to Singapore from London, where she was Amobee’s VP of commercial partnerships in Europe. Prior to joining Amobee in 2015, she was head of digital investment for WPP-owned media agency Maxus in London.

Sam Yadallee

Yadallee’s appointment follows that of Patricia Goh, the former managing director of Starcom Singapore, who left the agency after nine years in February.

Goh has now been officially named as vice president for South East Asia, reporting to Amobee’s senior vice president of Asia, Robert Woolfrey.

Patricia Goh

In her role, Goh will oversee Amobee’s digital consulting team, capitalising on the company’s technology platform and programmatic media capabilities, along with its social media advertising partnerships with Facebook, Twitter, Instagram and Pinterest.

“We have assembled a strong management team at Amobee in Asia and we are confident we can bring incredible value to brands and agencies seeking to execute digital campaigns across display, video, mobile and social channels,” said Woolfrey.

“The digital marketing industry is changing rapidly and our customers are looking for the best way to maximise their investments.”

The appointment follows Amobee’s recent acquisition of Silicon Valley-based technology firm Turn – for US$310 million. The acquisition gave Amobee access to Turn’s data management platform and programmatic digital ad buying – described by Woolfrey as the “most advanced” in the industry.

The purchase of Turn follows a number of major acquisitions of ad tech firms by Amobee. In 2014, the company bought Silicon Valley firms Adconion Media and Kontera Tech for US$209m and US$150m, respectively.

Singtel originally bought Amobee in 2012 for US $321m, bringing the telco and its subsidiarys’ total spend on adtech acquisitions up to nearly US$1 billion in the last five years.


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