Singapore – Global media measurement and optimization platform Integral Ad Science has just recently announced its business expansions in Hong Kong, Taiwan, Thailand and Vietnam, accompanied with senior leadership appointments for the newly launched markets, aiming to accelerate AI-driven measurement and optimisation solutions for both local and global advertisers and publishers.
Appointments include Sowarose Charuwatpaiboon as the country head of Thailand, Thanh Nguyen as the country head of Vietnam, Melvin Wong as the region head of Hong Kong & Taiwan, and Arfitrianto Zulnaini, sales director of Indonesia, who will be stepping up as the country head of Indonesia and Malaysia.
In her new role as country head of Thailand, Charuwatpaiboon will carry over a decade of experience in the digital advertising industry with a record of success in sales, account management, and business development at companies including Adcolony, Taboola and Innity. She joined IAS in 2023 to expand operations in Thailand, and now, will be leading the team to drive continued growth.
Commenting on her new role, Charuwatpaiboon said, “I am excited to bring IAS’s world-class media measurement and optimisation solutions to advertisers and publishers in Thailand. IAS’s commitment to providing effective and transparent advertising environments for brands and media owners alike will resonate with brands seeking to navigate the complexities of the digital advertising ecosystem and driving efficiencies.”
As country head for Vietnam, Nguyen brings over 25 years of experience in the Vietnamese media and advertising landscape, with a portfolio comprising companies like JOYY Inc, Vietcetera Media and TikTok Vietnam. Her understanding of the local market dynamics and her relationships with prominent advertisers, publishers, and industry stakeholders will help drive IAS’s growth in Vietnam’s flourishing digital advertising ecosystem.
Speaking on her appointment, Nguyen said, “I am thrilled to join IAS and help expand its presence in Vietnam. Brands in Vietnam are investing significant budgets across digital media, and there’s a growing adoption of measurement and optimisation solutions among advertisers and publishers. With its superior solutions and dedicated teams, IAS empowers Vietnamese brands and media owners to navigate the evolving digital landscape and unlock their full potential.”
Aiming to propel IAS’s presence in Hong Kong & Taiwan, Wong joins IAS with global experience across Hong Kong, New York and Toronto, where he spent over a decade in sales and business development roles at companies including Teads and TripleLift. He will be leveraging his extensive global experience and strategic acumen to establish IAS as a trusted partner for brands and agencies within this vibrant digital landscape.
Commenting on his appointment, Wong said, “Joining IAS amidst their remarkable growth in programmatic is an absolute privilege. Having witnessed firsthand the challenges faced by top brands and agencies, I deeply understand the crucial role efficiency and ROI play in our partnerships. I’m committed to working with brands and agencies to drive widespread adoption of IAS’s industry-leading measurement and optimisation solutions to drive superior business results for advertisers and publishers.”
Last but not least in IAS’s appointments, Zulnaini joined IAS in 2020 as the sales director of Indonesia, where he brought over 24 years of sales and leadership experience in digital media at companies including Yahoo, Carat, and Mindshare, driving programmatic adoption and incremental revenue growth for IAS in Indonesia. Now he is stepping up as a country head for two markets, focusing on growing IAS’s measurement and optimisation adoption in both Indonesia and Malaysia.
Talking about his appointment, Zulnaini mentioned, “I am honoured to take on the additional responsibility of leading IAS’s Malaysia business and keen to build further on the solid foundation developed over the years in the market. Malaysia, much like Indonesia, is an evolving digital media market with high growth potential, so it’s no surprise that it has become a strategic focus. I look forward to advancing the company’s superior media quality solutions in these markets.”
Speaking on the APAC expansion and the appointments, Yannis Dosios, chief commercial officer of IAS, remarked, “APAC presents a prime opportunity for IAS to expand its global footprint and connect with a dynamic customer base for long-term growth and market leadership. We’re doubling down on agility and local relevance by building strong, regional teams that understand the nuances of each market, which is key to tailoring our solutions and creating lasting relationships with international and local brands in the region.”
With this recent expansion, IAS’s APAC in-market operations now include Australia, Hong Kong, India, Indonesia, Japan, Korea, Singapore, Thailand and Vietnam.
