SpotX has appointed Marcus S Tan as managing director, JAPAC,to lead the company’s expansion into new Asian markets and build new partnerships in cross-screen video and programmatic linear TV.
The appointment, which was effective January 1, signifies SpotX’s commitment to expand its Asia Pacific operations beyond Australia, New Zealand and Singapore into other high-growth potential markets in South East Asia, India, China and Japan.
Tan’s two decades of ad tech experience span both traditional broadcast and new digital media. Most recently, he was PubMatic’s head of high growth solutions in JAPAC, and previously, he built a successful Asian operation from the ground up for Smaato as managing director, APAC.
Tan will focus on bringing programmatic video, SpotX’s modern ad server and data-driven buying to mobile, connected TV and linear TV – technologies which are still largely nascent in many countries across the Asian region.
“I’m very excited to join SpotX at a time of exponential growthin the region,” Tan said. “Asia is highly diverse and expected to lead the world in digital video consumption across screens in the coming years, with over 30 countries that exhibit astounding prevalence of mobile content consumption.”
“We expect both the advertiser’s and publisher’s ad innovation to reach fever pitch this year as both realise the massive potential of reaching consumers with targeted video campaigns on connected TV, mobile devices and linear TV.
“Drawing on SpotX’s global resources and partnerships, I’m confident we can help these advertisers and publishers make significant inroads into exciting new frontiers in the video and TV spaces in Asia.”
SpotX, which recently rebranded to reflect its evolution from a video ad exchange to a complete video ad management platform, lets publishers and broadcasters monetise video on all screens programmatically, as well as with data-driven direct sales. The company’s platform also enables advertisers to insert video ad placements into connected TV environments, including Apple’s tvOS, mobile apps and web pages that don’t have supporting video content.
Tan will spend his time between SpotX’s Singapore and Sydney offices. Together with the company’s existing JAPAC leadership team of Christopher Blok, Daniel Rowlands, Al Jensen and Mandy Davenport, he will oversee new hires to support aggressive growth plans in the region.