Hivestack Expands to China and Appoints Troy Yang from The Trade Desk as Managing Director of North Asia
by on 14th Jan 2021 in News
Hivestack, the global ad tech leader in programmatic digital out-of-home (DOOH) advertising, today announced the expansion of its business operations into China and the appointment of Troy Yang as Managing Director, North Asia.
Joining from The Trade Desk, where he was senior vice president of North Asia, Yang will be located in Hong Kong and will hire a general manager of China to lead Hivestack’s new office in Shanghai, the leading advertising and technology hub in Greater China.
Reporting to Hivestack’s chief revenue officer, Nigel Clarkson, Yang is charged with expanding operations in North Asia across Greater China, Hong Kong, Japan, South Korea and Taiwan – including hiring regional talent, and onboarding and partnering with APAC demand, supply, data and omni-channel DSP partners.
China is the second largest OOH market in the world, in terms of ad spend with DOOH set to scale rapidly through 2021 as programmatic advertising spend was forecasted to grow by 45.7% in 2020. More media platforms are adopting programmatic buying, ad formats are increasingly served programmatically and advertisers are welcoming the choice of more premium position availability.
Troy Yang, appointed managing director, North Asia at Hivestack
As the leading programmatic digital out-of-home full stack offering, Hivestack will connect Chinese DOOH publishers with growing demand from global brands and allow Chinese brands to buy outside of China. By integrating with Hivestack, publishers will be able to monetise their DOOH inventory programmatically and media buyers will be able to utilise the very best channel-specific DOOH technology to reach audiences with impression-based targeting across multiple supply partners on one platform.
Over the last four months, Hivestack has been migrating its tech stack to Amazon Web Services China and Baidu, which will allow the platform to offer its clients a full suite of services to run campaigns in Q2 2021. Hivestack will be bringing demand to Chinese publishers with the launch of a programmatic campaign from one of the world’s leading Fortune 500 technology companies set to run in Q2, 2021.
“There is huge scope to leverage programmatic technology in digital out-of-home advertising in China”, commented Andreas Soupliotis, founder and CEO of Hivestack. “We are excited to lead the transformation in the market, helping regional publishers to monetise their DOOH inventory through demand from western brands.
"China is a strategic priority for Hivestack and Troy will be a vital asset in realising the significant commercial opportunities in the country", continued Soupliotis. "His rich experience of the programmatic advertising ecosystem and the Chinese market, as well as his connections in North Asia, will be key to helping us realise our ambitious growth plans.”
Commenting on his appointment, Yang said, “The opportunity for Hivestack in China and North Asia is really exciting. I look forward to using my experience to make Hivestack the go-to programmatic DOOH partner for both publishers and advertisers in the region.”
Yang brings 20 years of experience in accelerating business growth for companies that specialise in programmatic advertising, analytics and data across Asia. Before joining The Trade Desk he held senior management roles at global marketing companies including Nielsen and Analytics Partners.
His appointment, along with further hires in China planned for Q1, form part of Hivestack’s ongoing drive to hire the best talent to support its global growth in the provision of programmatic DOOH technology.
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