Global advertising technology firm, The Trade Desk, has announced the appointments of Mitch Waters and Troy Yang as senior vice presidents of two key Asia Pacific regions.
These appointments underline the importance of Asia Pacific for The Trade Desk’s growth strategy and the acceleration of programmatic advertising in the region.
Mitch Waters (feature image) has been named senior vice president of South-East Asia, Australia and New Zealand for The Trade Desk.
Waters is being promoted from his role as the general manager of Australia and New Zealand, and will take over full responsibility for the new SEAANZ region, based in Singapore.
Prior to joining The Trade Desk in 2017, Waters was MD of AOL platforms in Australia and New Zealand, and also worked at Adap.TV.
Troy Yang has been named senior vice president of North Asia for The Trade Desk, based in Hong Kong.
Yang, who joins The Trade Desk from Analytic Partners, brings deep experience working with advertisers across various markets and sectors to the new North Asia role, having also worked at Nielsen in Hong Kong and Shanghai.
He will run The Trade Desk’s operations and growth strategy in the new North Asia region, covering Greater China, South Korea and Japan.
Waters and Yang join Matt Harty, senior VP Asia Pacific, who oversees business development for both regions. This senior leadership team will further The Trade Desk’s continued growth as programmatic advertising in the region builds.
The Trade Desk co-founder and CEO Jeff Green said: “Asia-Pacific is a big priority for The Trade Desk and this is reflected in the appointment of these senior leadership roles.
“Having already accelerated our progress in Australia and New Zealand, I look forward to Mitch’s broadened leadership role in South-East Asia.
“I’m also excited to welcome Troy to The Trade Desk. He has a critical role to play in our development in North Asia, and he has deep experience in China which will be invaluable in the next phase of our growth”.
Yang said: “I am delighted to be joining The Trade Desk at this critical point in the company’s journey.
“It’s an exciting time for programmatic in North Asia. I look forward to working with brands, agencies and publishers in markets with strong programmatic footprints such as Japan, and with fast-developing opportunities like China”.
Waters added: “I’m excited by the continued growth in programmatic advertising in multiple markets across Asia Pacific, with Australia and Singapore leading the way.
“I’m convinced that our combined presence in these locations positions us well to expand new areas such as APIs and Connected TV, and to help define the agency of the future”.