StackAdapt, a self-serve programmatic advertising platform, has announced the appointment of Liam McCarten as its Vice President of Sales for the Asia-Pacific (APAC) region. McCarten, who is based in Singapore, will initially focus on operations in Australia, New Zealand, Southeast Asia, and Japan.

McCarten brings a wealth of experience to his new role, having previously held sales leadership positions at Meta (formerly Facebook) for nine years in New York, London, and Singapore. He was most recently the Director of the Global Business Group APAC at Meta, where he led the health, beauty, luxury, and technology verticals.

"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," McCarten said. "We have industry-leading machine learning and AI capabilities, a patented contextual solution, first-party data integration capabilities, and multi-channel marketing offerings, enabling our clients to thrive."

StackAdapt's platform allows advertisers to deploy their media spend across various channels, including native, display, video, connected TV (CTV), audio, in-game, and digital out-of-home (DOOH). The company entered the APAC market at the end of 2021 and has since grown to over 60 people in the region.

"As a growing global technology company, we see tremendous opportunity in the APAC market and are excited to welcome Liam to the team to help us scale in the region. 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," said Vitaly Pecherskiy, StackAdapt CEO and Co-Founder.

McCarten has been a member of the Interactive Advertising Bureau (IAB) Southeast Asia and India since the start of 2022. He has over 18 years of experience in client-side, agency, and platform roles, and has worked and lived across EMEA, North America, and Asia-Pacific.