As Programmatic Advertising Accelerates in Southeast Asia, mediasmart Strengthens its Footprint with Key Local Hiring

Southeast Asia has made huge leaps in recent years in how advertisers have adopted digital advertising in their marketing campaigns. According to a report, the Southeast Asian digital advertising market is expected to grow approximately 14% by 2026, representing the fastest-growing regional market in the world. The digital ad spends are already up compared to pre-covid figures, with most advertisers growing their spends on programmatic and Connected TV (CTV) advertising.

We, at mediasmart, are excited to announce that we have expanded our presence in Southeast Asia to serve the fast-growing market with the appointment of Pankaj Lad, who joins us as the Sales Director for the region. Pankaj is an experienced AdTech leader who brings his strong background of driving business growth for leading programmatic and data platforms in this region. He has previously worked with companies such as Lifesight, Pokkt and Ironsource and will bring his in-depth understanding of the mobile and programmatic ecosystem as we expand our business in this very important region. 

mediasmart empowers advertisers, trading desks and agencies to efficiently invest in digital advertising through its self-serve omnichannel programmatic platform. Advertisers in Southeast Asia can benefit from the platform’s unique strengths such as omnichannel audience management, proximity advertising with drive-to-store measurement together with measurable and high impact CTV advertising (strengthened with it’s proprietary Household Sync technology). mediasmart prides itself as being fully transparent while allowing advertisers to measure the incremental impact of their campaigns. 

Commenting on his appointment, Pankaj Lad said, “Southeast Asia is a very exciting and fast-growing region for digital advertising with a significant industry momentum driving it towards programmatic and CTV advertising. mediasmart has in a very short time built a very strong business here with several top advertisers and agency groups working with our teams across the key local markets in this region. I am thus very excited to join this team at this opportune time and look forward to helping onboard new partners and grow business with existing partners through our platform’s industry-first offerings.”

Many top advertisers and agencies in Southeast Asia, are already benefiting from mediasmart’s unique offerings and have recently announced these partnerships also. Most recently, Omnicom Media Group (OMG) Indonesia announced its partnership with mediasmart whereby many of their top-tier clients across telecommunications, fin-tech, banking, OTT, FMCG have been onboarded to use mediasmart’s CTV and programmatic offerings. A few months ago mediasmart had also announced its partnership with IPG Mediabrands to bring it’s programmatic offerings to top Indonesian advertisers.