The Trade Desk, global advertising technology leader, has appointed Mitch Waters and Troy Yang as senior vice presidents to two key Asia Pacific regions. These appointments underline the importance of Asia Pacific for the companyâ€™s growth strategy and the acceleration of programmatic advertising in the region.
Waters and Yang join Matt Harty, senior vice president Asia-Pacific, who oversees business development for both regions.
Troy Yang has been named senior vice president of North Asia, based in Hong Kong. Yang, who joins The Trade Desk from Analytic Partners, brings deep experience, working with advertisers across various markets and sectors to the new role, having also worked at Nielsen in Hong Kong and Shanghai. He will run The Trade Deskâ€™s operations and growth strategy in the North Asia region, covering Greater China, South Korea and Japan.
Mitch Waters has been promoted from his role as the general manager of Australia and New Zealand to senior vice president of South-East Asia, Australia and New Zealand (SEAANZ). He will take over full responsibility for the new SEAANZ region, based in Singapore. Prior to joining The Trade Desk in 2017, Waters was the managing director of AOL Platforms in Australia and New Zealand, and also worked at Adap.TV.
Jeff Green, CEO and co-founder at The Trade Desk, said, â€śHaving already accelerated our progress in Australia and New Zealand, I look forward to Mitchâ€™s broadened leadership role in South-East Asia. Iâ€™m also excited to welcome Troy to The Trade Desk. He has a critical role to play in our development in North Asia, and he has deep experience in China which will be invaluable in the next phase of our growth.â€ť
â€śIâ€™m excited by the continued growth in programmatic advertising in multiple markets across Asia-Pacific, with Australia and Singapore leading the way,â€ť Waters said. â€śIâ€™m convinced that our combined presence in these locations positions us well to expand new areas such as APIs and Connected TV, and to help define the agency of the future.â€ť
Yang added, â€śItâ€™s an exciting time for programmatic in North Asia. I look forward to working with brands, agencies and publishers in markets with strong programmatic footprints such as Japan, and with fast-developing opportunities like China.â€ť