SpotX strengthens demand facilitation team in APAC
SpotX, the video inventory management platform for media owners, has made key appointments for the Asia Pacific region with a hire in Indonesia and staff relocation to the Singapore office to drive business growth within the region.
Katherine McHugh relocated from SpotX’s London office to join the Singapore office as Director of Demand Facilitation, JAPAC and Parulian Lummy Sitorus (Ade) was hired as Director of Demand Facilitation, Indonesia. He will be based in Jakarta. Both Ms McHugh and Mr Sitorus will advise buyers, which includes brands and their agencies, and demand-side platforms on the inventory available on SpotX.
Ms McHugh has been with SpotX for more than four years and is a considered a pioneer in the London office. She was also one of the main driving forces for Demand Facilitation growth and initiatives in SpotX London.
Mr Sitorus is a veteran in the industry with over 18 years of experience in advertising sales within Jakarta, Indonesia. Prior to joining SpotX, he was the Country Manager at Exponential Indonesia.
With the introduction of Demand Facilitation as a service by SpotX in late 2013, SpotX has seen a continual increase in private marketplace deals, which currently account for around 45 per cent of ad spend transacted on SpotX’s platform — a figure expected to grow to over 50 per cent in 2017.
One of the factors driving the growth of private marketplaces at SpotX has been the introduction of Curated Marketplaces, which group inventory from multiple publishers, pre-filtered by specific themes such as viewability or audience attributes, to offer a more efficient yet scaled canvas for advertisers.
“Transitioning from traditional media executions into programmatic transactions is often a major shift for publishers and broadcasters,” according to Alex Merwin, VP, International, at SpotX.
“As ad servers and SSPs continue to advance, and more publishers automate their video sales process, the role of people in programmatic remains as important as ever. Demand facilitation specialists are currently among the fastest growing skill sets needed within our company. Platform customers can lean on the scaled and educated resources our company provides to help source private market demand and structure deals,” Mr Merwin said.
SpotX’s Demand Facilitation team supports buyers by helping to identify inventory opportunities for buyers’ video campaigns which include private marketplace and Curated Marketplaces (these marketplaces work by providing one Deal ID for inventory from multiple publishers). The Demand Facilitation team is also able to give advice on connected TV advertising for campaigns targeting streaming services, game consoles and other connected devices.
Ms McHugh added, “I’m excited about relocating from a mature market to Asia, where we’re starting to see programmatic buying grow rapidly. We expect Asia to be the leader in digital video consumption across screens in coming years, with over 30 countries that exhibit an astounding prevalence of mobile content consumption.”
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