Adtech outfit OpenX is opening up a Singapore office to serve as a regional hub for the company. The company made the announcement from ATS Singapore during a presentation on the need to bring greater quality and innovation to the digital advertising market globally.
The company said the expansion to Southeast Asia will supplement OpenX’s presence in other Asian markets — most notably Japan, where it says it ranks as the second largest digital advertising exchange behind Google.
Research firm eMarketer says digital advertising in Southeast Asia surpassed $US2 billion in 2017, growing 20 per cent year-over-year. Mobile and in-app engagement dominate in the region and OpenX says its leadership position as one of the world’s largest mobile exchanges will further accelerate the company’s growth in markets such as Singapore, Indonesia, Thailand, the Philippines, Malaysia and Vietnam — where mobile will comprise the majority of all digital ad spend by 2021.
The investment in the region will continue throughout 2018, with increased headcount and expansion into additional markets including Australia. This move comes after OpenX experienced recent momentum in Japan, including 52 per cent year-over-year growth in revenue, the hiring of a new senior business leader and the doubling of publisher partnerships in the region.
“Digital media, and in particular mobile advertising, has created a massive opportunity for advertisers, publishers and technology companies in Southeast Asia and the growth of programmatic technology is opening up even greater possibilities to drive consumer engagement at scale,” said a spokesperson for OpenX.
“Marketers and publishers alike are seeking technology partners that have made real and measurable investments in quality while at the same time they have invested in innovative mobile app and video ad formats that drive meaningful engagement for consumers,” the spokesperson said.