Quantcast taps Paul Sigaloff to lead APAC AI push

Quantcast has appointed former Yahoo and oOh!media executive Paul Sigaloff as vice president of APAC, tasking him with leading the regional rollout of its AI-powered ad platform, Q+.

Based in Sydney, Sigaloff will oversee Quantcast's growth across Australia, Singapore, Hong Kong and other Asian markets, with a focus on helping brands and agencies use AI to improve campaign performance.

The appointment comes as Quantcast launches Q+, an AI-driven advertising platform designed to automate campaign optimisation across the open internet.

Rather than managing separate display, video, connected TV and native campaigns, advertisers set a single business objective – such as cost per acquisition, return on ad spend or site engagement – with the platform allocating budget in real time to the highest-performing inventory.

Sigaloff joins Quantcast after senior leadership roles spanning Yahoo, where he served as vice president of APAC, oOh!media, where he was chief revenue and growth officer, and most recently marketing intelligence platform Mortar AI as global chief customer officer.

Konrad Feldman, CEO of Quantcast, said AI was reshaping how brands buy media across the region.

"As AI reshapes how brands buy advertising across APAC, Q+ is a critical launch for Quantcast in the region and represents what we believe is the future of autonomous performance for brands," Feldman said.

"It treats the entire open internet as a single, fluid inventory pool, with a focus on driving performance, not just buying media."

Sigaloff said advertisers were increasingly looking beyond impressions towards measurable business outcomes.

"Advertising is being rewritten by AI, and the winners will be the brands that turn data and intelligence into real business outcomes, not just impressions," he said.