Singapore – Global mobile advertising and technology solutions company Mobupps has recently announced the appointment of Siddharth Barman as its vice president of marketing, where he will lead Mobupps’ global growth initiatives, expanding the reach and impact of its products MAFO, iRTB & MobuppsX — across global markets.
In an exclusive conversation by MARKETECH APAC with Siddharth, he details that by drawing from his extensive experience in adtech and martech, he is poised to drive success in his new role by leveraging a deep understanding of growth marketing, strategic partnerships, and product innovation.
“My avatar at Mobupps, is a mix of global and regional in nature, blending the innovative products(MAFO, iRTB, and MobuppsX) with the growth strategies. In the past, I led global product launches and built high-performing marketing teams, contributing to significant expansion across diverse regions, including the US, EU, LATAM, MENA, SEA, and India,” he stated.
Reflections moving forward
He brings with him over 14 years of expertise in growth marketing, strategic partnerships & product innovation. Before joining Mobupps, he held key roles at Affle, driving global growth across products, platforms & brand marketing.
His career highlights include leading & launching technology products globally, building teams of growth marketers, contributing to global expansion, efforts & fostering strategic alliances in the US, EU, LATAM, MENA, SEA & India.
Reflecting on how his previous experience will impact what he will bring to Mobupps, he stated, “In my new position at Mobupps, I plan to apply these insights by focusing on launching innovative product versions and products powered by AI to anchor growth in developed markets. Additionally, we aim to penetrate emerging markets by establishing local teams and expanding client portfolios, positioning Mobupps for new records in the coming year.”
What’s next for mobile advertising?
Siddharth notes a handful of challenges and opportunities for mobile advertising in 2025 and beyond, stating, “The mobile advertising landscape presents both challenges and opportunities. Challenges include the need for transparency and fairness, particularly regarding policies and regulations, as well as the necessity to bridge gaps in cross-device media strategies. Opportunities lie in advancements in AI, the growing influence of new formats like CTV, and the globalisation of the business.”
For 2025, Mobupps envisions continued growth, focusing on anchoring growth in developed markets through innovative product launches, leveraging AI and brand safety. Additionally, Mobupps plans to penetrate emerging markets by establishing local teams & expanding client portfolios, positioning itself for new records in the coming year.
When asked about how the company aims to navigate the future of mobile advertising in the region, he noted that Mobupps will leverage its robust portfolio of solutions and dynamic team to redefine the advertising landscape, exceeding customer expectations and setting new industry benchmarks.
“Looking forward, I anticipate that mobile advertising in the Asia-Pacific region will evolve with a focus on integrating cross-platform strategies, including CTV, mobile, and web while cementing leadership in sectors like iGaming, e-commerce, entertainment, and travel,” he added.
Speaking about Siddharth’s appointment, Yaron Tomchin, CEO of Mobupps, commented, “We’re excited to have Siddharth join Mobupps as our vice president of marketing. His impressive background in driving global growth, launching innovative products and building strong partnerships will be a huge asset as we grow & expand into key markets. Siddharth brings the energy and expertise that align perfectly with our vision for 2025 and beyond. I’m confident he’ll play a key role in helping us strengthen our brand and deliver even greater value to our clients and partners worldwide.”
