Eyeota Creates New Regional Role And Appoints Trent Lloyd To The Job

Eyeota today announced the appointment of co-founder, Trent Lloyd, to a newly created role of managing director, APAC, as the company continues to cement its position as the region’s premier provider of audience data.

Eyeota is moving to a regional management structure to more effectively align themselves to the needs of different programmatic markets across the globe.

Effective immediately, Lloyd will now take responsibility for account management, sales, publisher acquisition and data supplier relations across the APAC region. Lloyd is a co-founder of Eyeota and was previously responsible for Global Publisher Acquisition at the company.

Kevin Tan, CEO of Eyeota, said, “Over the last five years, we have seen very different programmatic markets emerging throughout our current key regions of APAC, EMEA and North America and each area needs it own regional strategy.

“After our Series A investment, we are now setting ourselves up for the next phase in our company history – giving more power and control to the regions to meet the needs of their particular market. Trent has long been well-known within the APAC publisher, agency and ad-tech communities so we are now better placed to reach our goals with him at the helm of our APAC business.”

Lloyd is a veteran of digital media and ad-tech with 20 years’ experience in the industry, having started his career at Fairfax Media, before establishing ad-tech network builder, Adify, in Australia in 2009. He co-founded Eyeota with Kevin Tan, Kristina Prokop and Christofer Sandberg five years ago.

Trent Lloyd, co-founder of Eyeota and MD of APAC, said, “As a co-founder of Eyeota in Australia, I have been fortunate to work with peers across the industry during the evolution of programmatic since its earliest days here, and see it evolve into such a sophisticated market.

“It has become evident that this region is more diverse than markets within Europe and North America as use of audience data varies tremendously from region to region within APAC. For example, Australia has seen steady growth of audience data usage in 2015 compared with rapid growth in SEA of 351 per cent.

“By focusing more closely on the nuances of the region, we can better prepare ourselves to increase our footprint throughout APAC.”

Eyeota recently announced US$7 million in Series A funding plus further data partnership announcements with Ipsos, CoreLogic and GfK in addition to their existing relationships with Roy Morgan and Experian in the region. Its 1.8 billion unique profiles are used by the top five media agencies in the world to target digital advertising.

Aaron Jackson is promoted to managing director, EMEA with the same remit. CEO Kevin Tan will serve as interim MD, Americas. The regional teams will be supported by centralised functions at the head office in Singapore.

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