iflix Advertising names chief technology officer of ads

Iflix Advertising has brought on board Kevin Liu (pictured) as chief technology officer of ads to spearhead the programmatic strategy and lead an engineering team specifically dedicated to the advertising business.

In this new role, Liu will accelerate the development of iflix’s programmatic tech stack, which already features partnerships with SSPs including FreeWheel, SpotX, and Xandr, and DSPs such as DV360 and The Trade Desk. The tech stack also includes key reporting and attribution services, including Oracle’s MOAT and Nielsen DAR. Prior to iflix, Liu led product architecture and SSP products at ad platform FreeWheel, where he developed multi-layered domains of ad technology and brings with him expertise from China and the United States..

“What iflix has achieved in less than a year with its advertising products is remarkable. The digital advertising ecosystem may be a fragmented one, but I look forward to building on the company’s success and empowering forward-thinking marketers who want to reach highly engaged audiences,” Liu said.

Mark Britt, iflix co-founder and group CEO said: "We are delighted to have Liu lead this exciting endeavour. His proven track record in developing video ad technology and programmatic strategy will be a key driver in propelling iflix Advertising to new heights.”

Britt added that as the industry continues to evolve, the company is committed to helping brands and its agency partners navigate this exciting opportunity on OTT with programmatic solutions.

The company recently inked a programmatic trading deal with Google’s Open Bidding solution across Malaysia, Indonesia and the Philippines. The new partnership enables equal opportunity for all programmatic partners to compete in real-time for iflix inventory alongside Google Ad Manager and direct campaigns, while still delivering guaranteed deals.