Integral Ad Science moves UK MD Niall Hogan to Asia to bolster investment in the region
Integral Ad Science (IAS) is to step up its investment in Southeast Asia, moving Niall Hogan, former UK MD and head of strategic development EMEA, to become managing director of Southeast Asia.
Integral Ad Science expands Asia Pacific investment
Having established the IAS business in the UK, the company is hoping he can do the same in Asia Pacific.
IAS, a data business that provides services for marketers to optimise ad spend, believe global issues around viewability, fraud and brand safety transfer to the region, presenting opportunity for the business to grow.
Hogan, who will be based out of Singapore, said: “Fraud, viewability, and brand safety are key issues for the advertising industry globally. IAS data and technology, highly skilled data scientists, and digital expertise will empower our customers to market to their key audience, with viewable messages, in the right environments, so they can maximize the impact of their media spend.”
The most high profile ad fraud headline to date occurred at the end of last year, when a Russian-led fraud syndicate using technology called ‘methbot’ was revealed. While some of the figures around its impact have been questioned, many in the industry agreed that better collaboration and education was needed to ensure brands were protected.