Experienced industry executive Liam McCarten, formerly of Meta APAC, has joined programmatic advertising platform StackAdapt. He is set to lead the country's operations across Asia Pacific (APAC), assisting in the company's next phase of growth in the region. StackAdapt is a leading player within the self-serve programmatic advertising platform space, and has announced significant growth within the APAC market, now employing more than sixty individuals in the region.
Liam McCarten has been appointed as StackAdapt's Vice President of Sales for APAC. McCarten brings a wealth of experience to the role, having previously worked in leadership roles across Meta in New York, London and Singapore. Prior to his move to StackAdapt, McCarten held the position of Director for Meta's Global Business Group APAC, leading several key verticals including health, beauty, luxury, and technology, in addition to supporting some of the region's largest brands and agencies.
Speaking on his new role, McCarten expressed his enthusiasm about joining StackAdapt, stating: "We are in a fascinating period for the digital and marketing industry more broadly. The changes clients and agencies are navigating are compounded by advances in machine learning and AI, resulting in a need for strong martech partnerships. StackAdapt has strong momentum and is on track to be a valuable marketing technology partner in the digital media buying market across APAC."
StackAdapt, entering the APAC market at the end of 2021, enables advertisers to capitalise on their media spend across a variety of channels such as native, display, video, connected TV (CTV), audio, in-game, and digital out-of-home (DOOH) channels. The APAC team, since its inception, has grown to over sixty members, servicing a wide variety of brands and agencies.
StackAdapt CEO and Co-founder, Vitaly Pecherskiy, sees significant growth potential in the APAC market. "The diverse nature of the APAC market calls for a tailored, precise approach to create value, and we are excited to power marketers throughout the region with the performance-driven capabilities of our product," he comments. "As a growing global technology company, we are thrilled to welcome Liam to the team to help us scale in this region."
Since the onset of 2022, McCarten has been an active member of the Interactive Advertising Bureau (IAB) Southeast Asia and India, concentrating his efforts in the realms of digital commerce and retail media. It is expected that his extensive experience will guide StackAdapt's APAC operations into a fresh, successful new chapter. McCarten has an impressive professional history, with over 18 years of various leadership positions at high profile global companies, making him a qualified choice to steer StackAdapt's APAC growth.