Troy Yang Joins @Hivestack

Tristan Cotterill

Former The Trade Desk, Senior Vice President of North Asia, Troy Yang has joined Hivestack as Managing Director, North Asia.

Reporting to Hivestack’s Chief Revenue Officer, Nigel Clarkson, he is charged with expanding operations in North Asia across Greater China, Hong Kong, Japan, South Korea and Taiwan, including hiring regional talent, and onboarding and partnering with APAC demand, supply, data and omni-channel DSP partners.

China is the second largest OOH market in the world, in terms of ad spend with DOOH set to scale rapidly through 2021 as programmatic advertising spend was forecasted to grow by 45.7% in 2020. More media platforms are adopting programmatic buying, ad formats are increasingly served programmatically and advertisers are welcoming the choice of more premium position availability.

As the leading programmatic digital out-of-home full stack offering, Hivestack will connect Chinese DOOH publishers with growing demand from global brands and allow Chinese brands to buy outside of China. By integrating with Hivestack, publishers will be able to monetise their DOOH inventory programmatically and media buyers will be able to utilise the very best channel-specific DOOH technology to reach audiences with impression-based targeting across multiple supply partners on one platform.

Over the last four months, Hivestack has been migrating its tech stack to Amazon Web Services China and Baidu, which will allow the platform to offer its clients a full suite of services to run campaigns in Q2 2021. Hivestack will be bringing demand to Chinese publishers with the launch of a programmatic campaign from one of the world’s leading Fortune 500 technology companies set to run in Q2, 2021.

He brings 20 years of experience in accelerating business growth for companies that specialise in programmatic advertising, analytics and data across Asia. Before joining The Trade Desk he held senior management roles at global marketing companies including Nielsen and Analytics Partners.

His appointment, along with further hires in China planned for Q1, form part of Hivestack’s ongoing drive to hire the best talent to support its global growth in the provision of programmatic DOOH technology.

Hivestack is headquartered in Montreal, Canada, and has global operations in Toronto, Tokyo, London, New York, Mexico City, Shanghai, Sydney and Guadalajara.

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