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AppNexus APAC boss Sonal Patel moves to Dentsu Aegis Network

One of Asia-Pacific’s most prominent advertising technology leaders has left AppNexus to become programmatic president for Dentsu Aegis Network.

Sonal Patel, who joined AppNexus as APAC managing director in 2016, has been handed the newly-created role of leading the media holding company’s automated buying offering.

Patel has had extensive career in digital marketing, working at Google, Buddy Media, Yahoo, Expedia, as well as running her own advertising company VietBuzzAd.

Before joining ApNexus, she was the regional head of business development for MoPub, Twitter’s mobile ad server.

In her new role, she will report to Sunil Yadav, president of DAN’s media investment arm Amplifi APAC.

He said: “Where our business is heading – which is towards being traded using algorithms and platforms, powered by data, it is critical to upscale and take lead in our programmatic capability when it comes to planning, strategising, advising and managing our clients.

“Sonal is a long time senior leader in the industry and we are excited to welcome her to our team to drive this agenda in the region.”

Patel added: “It is an exciting time to join Dentsu Aegis Network. I’ve seen its programmatic capability grow rapidly in the past four years and am confident of its abilities to create even higher value services for clients. I look forward to strengthening industry relationships and driving market leading solutions to continue Dentsu Aegis’ vision of innovating the way brands are built.”

During an interview with Mumbrella last year, Patel described the Asian digital trading market as becoming  “healthier” despite growing concerns over advertising transparency and ad fraud.

Speaking at the time, she said: “We’re seeing that trajectory in this market place now: you have Redmart, HonestBee, Amazon Prime has just come. And with this cash flooding in, we have seen an increase of this click fraud and even the fake news has started to increase again. We have turned a corner, but there’s some way to go.”

AppNexus’ vice-president of global markets, Samir Shergill, will oversee the Singapore commercial business in lieu of Patel.

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