Adify launches independent entity to serve international markets

The Adify network has been operative in the region for the past year under US parent Cox Media. However, managing partner Andrew Tu, who is also an equity partner in Adify International, explained that as an independent firm, the new company would be better placed to cater to the needs of clients in Asia-Pacific.
 
Tu said the past year had shown that Asian markets require “different product and commercial strategies”. He explained that the employment of US-based commercial models was inappropriate in Asia, and pointed to the need for US technology companies to take a relative approach to doing business in the region.
 
The decision to make the company independent was prompted by a recent move by Cox to increase Adify’s focus on the domestic US market as opposed to overseas markets. Adify International will act as Adify’s exclusive representative for all non-US markets, which include the UK, the Netherlands and Germany in addition to Australia and Singapore, where it is headquartered.
 
The company will be led by CEO Kevin Tan, as well as COO Donald Hamilton and CRO Bas Seelen, based in Singapore, London and Amsterdam respectively. Adify currently powers around 200 of the world’s top vertical advertising networks.