Singapore – Global adtech TripleLift announces that it will be expanding its global presence into the Asia-Pacific market, as well as announcing Singapore-based Henry Shelley to be appointed as TripleLift’s new managing director.

Part of the expanded regional market presence is due to the fact the company has seen a growth of APAC publisher partnerships in the last two years by over 250%. 

TripleLift’s multiple ad formats have become an integral part of the programmatic revenue strategies for most of those publishers. Since launching the industry’s first native ad exchange in 2014, TripleLift has expanded its marketplace and offerings to include display and video.

Meanwhile, Shelley brings extensive experience accelerating client business and expanding company operations across regions, including London, Australia, and Singapore. He most recently served as general manager for The Trade Desk, leading its expansion across Southeast Asia. Prior to that, he was global account lead for Amnet Programmatic Experts of the Dentsu Aegis Network and held positions at marketing agencies Columbus Agency and Latitude.

For Shelley, programmatic native advertising is, more than ever, now an essential and permanent fixture on media plans across the APAC region. He added that great-looking ad formats enrich people’s experience with brands, which then gives advertisers, publishers, and broadcasters performance that scales.

“TripleLift quickly established itself as a trusted partner in Australia, and with the company’s acquisition – one of the largest transactions in ad tech history – expansion in key markets across APAC is accelerating. I am beyond thrilled to lead TripleLift’s next phase of growth in APAC, helping shape the future of digital advertising and making advertising work better for everyone in the region,” he stated.

TripleLift first launched its native programmatic product seven years ago to help publishers compete with large media platforms that were grabbing an increasingly disproportionate slice of ad budgets and squeezing publishers across the open web in the process. Since then, the company expanded its product portfolio to support every major programmatically transactable ad format from display to connected TV (CTV).

Meanwhile, Jacqueline Quantrell, chief revenue officer at TripleLift, stated that as the region is home to several of the worlds’ largest and fastest-growing digital ad markets, APAC presents publishers and advertisers with an enormous opportunity to harness the power of programmatic to achieve business objectives.

“With our established suite of ad formats, increased investment in new technologies, and Henry at the helm of our business in APAC, we’re poised to help more publishers grow their share of budget and help advertisers reach their target audiences,” Quantrell concluded.