23 May 2024 19:25

Mobile & Digital

Adform forays into Dubai to cater the growing advertiser demand for programmatic trading

Independent adtech platform expands its global presence, launching in Dubai with Pawan Setpal at the helm 

Adform, one of the world’s leading global independent advertising technology platforms, today announced the launch of Adform Dubai, with the company’s first office in the region. The Dubai-based operation will provide on-the-ground support for many of Adform’s existing Middle East clients, as the company supports the growing programmatic market in the region.

Pawan Setpal, who has more than ten years’ experience in digital advertising and adtech will be responsible for day-to-day operations. Setpal joins Adform after stints with Yahoo! Maktoob and Clique Media, which represented Linkedin in the region. More recently, he was responsible for setting up C1X, an American adtech company, in the region, providing a Managed Service Programmatic solution to their clients.

His appointment will support the areas of sales and client services, and aims to strengthen Adform’s client relationships, while providing a physical presence.

For Adform – which is one of the fastest developing independent adtech outfits – the move into the MENA market represents many strong opportunities within an innovative, vibrant ecosystem. Led by mobile innovation, the MENA market brings opportunities for a large proportion of Adform’s existing business to develop in the region, and comes as a direct response from requests from many of the company’s global clients. 

At a time when there is a big focus on data in the region along with a close scrutiny on ad dollars spent, Adform’s efficient and open full stack suite of enterprise trading tools offer advertisers the support and service they need in the region. 2019 will be key for Adform to establish its presence and fuel the growth of Programmatic in the market.

Pawan Setpal, Account Director MENA, Adform, comments: “With the adoption of digital and especially Programmatic in MENA, it’s an exciting time to be investing in the region. I’m looking forward to being part of an exhilarating team at Adform and bring our global expertise to a very fascinating and diverse eco-system. Dubai has always been central to MENA given the agency and client landscape, hence the decision to open an office here. Having said that, we believe in the potential that the overall region has to offer and our on-ground-presence will further go to cement Adform’s commitment to the region as it continues to scale.

Adform continues to report strong growth figures, with a 220% increase in employees in the last five years, adding to its 16-year track record of sustainable operations. The opening of the Dubai office follows launches in Australia and China in August this year. The adtech company has more than 850 employees globally across 19 countries throughout Europe, North America, MENA, and APAC.

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