Singtel unites its adtech offering behind the Amobee brand, bolsters C-suite

The Singapore-based outfit plans the global roll out its newly unified Amobee Marketing Platform

Six months after the purchase of demand-side platform Turn, Singtel-owned Amobee has announced it is to fold its newly acquired adtech offering into its parent brand. This comes at the same time as it bolsters its C-suite, with Katie Ford named as chief client officer and Shouvick Mukherjee its chief technology officer.

The announcements come as the Singapore-based outfit plans the global roll out of its newly unified Amobee Marketing Platform to both brand and agency clients, with Ford (pictured below, left) – who was most recently managing director of Spark Foundry – charged with leading this drive.

Mukherjee (pictured below, right) joins from Walmart Labs where he was vice president of product and engineering, and will lead the company’s data science, engineering and technology teams.

Both appointments come amid a global expansion scheme that has seen it make a series of adtech acquisitions in recent years. This strategy has also seen the appointment of Kim Perell as chief executive, replacing Mark Strecker in December 2016.

Perell, commented: "Katie and Shouvick are respected industry leaders and a perfect addition to the world class team we have assembled. They share in our excitement to propel Amobee through its next stage of growth, as we continue to enhance the value we provide marketers through people, products and technology."

Additionally, its leadership overhaul has also included the appointment of Robert Woolfrey as senior vice president of Asia in November, followed a month later by Todd Chu hired, senior vice president, global innovation, both of whom will be based in Singapore.

Speaking earlier with The Drum, Perell said the acquisition of Turn meant Amobee can now help marketers deliver on five marketing KPIs: global scale and reach; innovative technology; trusted advice; unique data and actionable insights.

"We will provide trusted, informed advice to our customers, working hand-in-hand to create transparent, smarter, even automated solutions for the challenges of tomorrow. And we’ll build on the stringent brand safety and fraud protections that our customers rely on from our technology today to be ready for whatever challenge comes next," she added.

Amobee is a subsidiary of communications technology company, Singtel, which claims to have a reach of over 640 million mobile subscribers, with the company's leadership at pains to point out its recent commendation for its demand-side platform offering – ergo Turn technology – in the most recent Forrester Wave report.

Singtel is one of many telcos buying up major adtech platforms, this includes the recent acquisition of Teads by Netherlands-based Altice in a deal also thought to be worth north of $300m.

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