Peter Hunter is the new general manager, ANZ for audience data company Eyeota.

Hunter brings more than 20 years experience across agency and sales with his skills in digital strategy, managing business growth, leadership, media, search and direct marketing. He will report directly to Andrew Tu, Managing Director Eyeota APAC, who is based in Singapore.

Prior to joining Eyeota, Hunter was commercial director at Quantcast ANZ where he led the rapid development of the team to establish them as one of the key new players in data-driven advertising.

In addition to his ad tech experience, Hunter was an established regional leader in the advertising and performance marketing industry where, in 1999, he founded his first agency which he subsequently sold to TBWA in NZ.

He has also served as CEO of Aegis Media’s performance media company, iProspect, for APAC. Just before Quantcast, he held a series of leadership roles within PHD with his last role as National Head of Business Planning.

“With programmatic moving towards being ‘mainstream’ in the ANZ region, Peter’s extensive knowledge and experience partnering with the largest brands and agencies will be critical in helping everyone navigate audience targeting and how best to maximize its impact on their business and commercial goals,” said Andrew Tu.

Hunter said, “Having experience in both agency and sales has afforded me the chance to be at the forefront of our industry, first in fully addressable media and now in the complex nature of audience data, a critical piece at the center of advertising campaigns.

“Moving to Eyeota gives me the opportunity to play a key role in driving change and data innovation in the industry in what will be a pivotal time in marketing.”

Established in 2010 in the US, Eyeota has grown rapidly to now have presence in Australia, Asia and Europe. Australia is the most sophisticated country within Asia-Pacific with respect to understanding and utilising programmatic solutions for its advertising campaigns.

Industry reports showed that two-thirds of the country’s digital advertising inventory across all devices were bought programmatically in 2016. Eyeota’s bespoke Annual Index recently highlighted that Australia has experienced a 23 per cent year-on-year increase in programmatic campaigns using audience data.

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