Smaato Accelerates Growth in APAC With Key Industry Leader Hires

Alex Khan joins as Managing Director APAC as Company Invests Heavily in Region

Smaato, the leading global real-time advertising platform for mobile publishers and app developers, announced two key strategic hires to manage their expansion in the APAC region.

Alex Khan will serve as Managing Director APAC. As the former Managing Director of Platforms APAC for Oath, Khan brings extensive experience in championing programmatic solutions for in-app publishers, media buyers, and agencies across the region. Smaato is also announcing the hiring of Toby Williams, Senior Director Demand Business Development APAC, who brings a wealth of experience from his time as the Head of Exchange Demand at Oath. Williams will be responsible for building agency and brand relationships within the region. Khan and Williams will be based in Smaato’s Singapore office.

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“I’m excited to lead the next phase in Smaato’s regional expansion,” said Alex Khan, Managing Director APAC at Smaato. “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.”

As time spent on mobile becomes increasingly concentrated in apps, in-app advertising in the APAC region continues to show impressive growth. There has been a major shift in APAC’s mobile ad spending over the past two years, which corresponds with a growing preference for apps among consumers. In the first half of 2018, mobile ad spending in APAC was 95% in-app and only 5% mobile web on the Smaato platform.

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Smaato has a significant presence across APAC, particularly China. The company, which was sold to Beijing-based Spearhead Marketing Communications Group in 2016, has a data center in China and a growing base of partners and clients in the country. 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, which delivers high-quality demand to a growing base of 90,000+ apps and traditional mobile websites.

“We are honored that we were able to attract two digital marketing leaders to join and help us further expand into the APAC region,” said Glenn Fishback, Chief Revenue Officer at Smaato. “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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