C1X Inc has hired its first employee in Middle East and Africa in their subsidiary C1X MEA LLC. Pawan Setpal joins as Vice President & Head of Business for the region to be based in Dubai out of their Media City Office.
The dynamics of business in MEA is very different to several other parts of the world and with an early traction in programmatic full stack offering C1X is looking to capture this market given the set of offerings it has through its break through header bidding technology, which enables transparency and accuracy for brands and higher yield for publishers. The fast growing MEA market is pegged at around 400M USD is expected to grow at 22% in 2017.
Talking on Setpal’s appointment, Rammohan Sundaram, MD & SVP – APMEA said, “Pawan (Setpal) is one of the successful early evangelist in the MEA market and for us the product needs adoption for it to succeed, which is the sole reason why we were looking for someone with in depth knowledge of how various dynamics of the eco-system functions thus by educating everyone in the subject matter on programmatic advertising. His vast experience around supply and demand helps us in positioning our company given we are the only architecture in the space that has solutions across DSP, SSP, Ecommerce and Ad-serving all in one stack and fully programmatic”
C1X recently announced its Series B funding led by Venture Labo Investments, Japan and has raised 14M USD since 2015. Its unique header bidding technology and audience discovery are some of the key aspects for its success and is now expanding globally after its success in US and Japan in particular.
Excited about his new role, Setpal added, “MEA is in its nascent stage of digital revolution as compared to other markets worldwide, which is even more the reason for bringing in the right technology that will help marketers, agencies and publishers. We will have a clear first mover advantage through our differentiated offering in a full stack environment and I am very excited about the opportunity that lies ahead of us. Our ecommerce solution is revolutionary and benefits not just the sellers in a marketplace environment but creates a completely new revenue line for the platform owners. My immediate goal is to build the team and get cracking on supply that our platform will then filter out to create the premiums from the audience that are being discovered”
Setpal was last, Director of Sales & Head Of Programmatic at Clique Media prior to, which he was Agency Business Director with Yahoo ME and started his career with Maktoob.com (acquired by Yahoo)
C1X is in a unique position to not only offer guaranteed buys but also RTB for non-guaranteed inventory with audience discovery being the key. C1X is based in the valley with offices in Santa Clara, Omaha, New York, Singapore, Tokyo, Dubai with development centers in Chennai and Bangalore, India.