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OpenX hires The Trade Desk's Andrew Tu as MD, ramps up APAC expansions

OpenX hires The Trade Desk's Andrew Tu as MD, ramps up APAC expansions

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Programmatic adtech company OpenX has appointed Andrew Tu (pictured) as managing director and Cheryl Tan as account director to bolster its regional leadership team. The new hires come on the back of OpenX's regional investment strategy, and the completion of a six month engineering partnership with Google Cloud.Tu has been in-market growing the OpenX business since the first quarter of 2019, and will be building out the business operations in the region. He brings with him over two decades of experience launching and scaling global digital and ad-tech ventures across APAC. Before OpenX, Tu was with The Trade Desk, where he was said to have built the business from ground zero to six offices and a team of over 30.Tu was also working with global brands such as Unilever and the respective agencies to maximise returns on programmatic spend. Prior to The Trade Desk, he co-founded and launched Eyeota, a data platform and marketplace, and also launched and expanded Brandscreen.Meanwhile, Cheryl Tan joins OpenX from LinkedIn, where she worked with agencies, programmatic buyers and internal stakeholders to drive revenue. Before LinkedIn, Tan was involved in the growth of the digital ad operations efforts of Microsoft and Wego.com in Singapore. With the new APAC hires and collaboration with Google Cloud Platform, OpenX aims to fully operate in the cloud without on-premise servers.According to the firm, the move to the cloud unlocks "significant advantages" in speed and scalability to better deliver efficiencies and ROI for both buyers and sellers. Following the launch in Singapore and Australia this month, the rest of the OpenX business will be live in the cloud by the last quarter of 2019.John Gentry, president, OpenX said the company has a clear focus on delivering to the APAC market the "unrivaled commitment" to quality and trusted partnership that has helped its international business flourish over the past decade. Tu explained that with a strongly differentiated technical foundation in the cloud, and a disruptive and innovative product pipeline, OpenX is ramping and scaling its business while also increasing the number of partners it has in the region over the coming months.

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