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Ad platform Smaato hires former Oath executives to pave way for APAC expansion

Mobile ad platform Smaato is looking to expand its reach in Asia Pacific with former Oath executive Alex Khan named as APAC managing director.

Alex Khan will lead Smaato’s APAC expansion

Khan left Oath – the media giant formed from AOL and Yahoo – late last year as part of a number of job cuts at Oath parent company Verizon.

Singapore-based Khan had been AOL’s managing director for APAC since December 2015, before taking the MD role for Oath APAC platforms in June last year.

Smaato has also hired former Oath head of exchange Toby Williams. He will take the role of senior director demand business development for APAC with responsibility for building agency and brand relationships.

Both Khan and Williams will be based in Singapore.

Toby Williams will take responsibility for building agency and brand relationships

“I’m excited to lead the next phase in Smaato’s regional expansion,” Khan said in a statement. “Smaato’s focus on in-app advertising is particularly well suited to the APAC market, which is experiencing explosive growth in demand from global brands.”

Smaato is convinced it can expand in the region given the increasing amount of time consumers spend on mobile devises, and particularly in apps.

It has, the firm said, led to a shift in mobile ad spend in the region over the past two years, with in-app advertising continuing to rise.

Smaato cited figures showing 95% of mobile ad spending in APAC was in-app during the first six months of the year on the Smaato platform.

“The expansion of the Singapore office is part of a strategy to invest in countries where the company is seeing further growth and more demand for its mobile advertising technology,” the company said.

Smaato chief revenue officer Glenn Fishback said of the hires: “We are honored that we were able to attract two digital marketing leaders to join and help us further expand into the APAC region.

“Over the last eight years, Smaato has created a great foundation in APAC. We are now uniquely positioned to build upon the successes with these key hires.”

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