Mobile commentators in the west have become used to lapping up ad network Millennial Media's regular reports on the state of the market in the west.
The firm's next move, however, will be to lay down roots in Southeast Asia.
The company has appointed a new operations head in the region Robert Woolfrey and claims it is "aggressively hiring" in order to establish a firm presence.
Millennial moves
"Millennial Media brings a reputation for quickly generating scale, and delivering strong results for clients when entering new markets," said president and CEO Paul Palmieri.
"We are excited to apply that expertise as we deploy premium solutions at the high end of the mobile ad market in Southeast Asia."
Woolfrey, too, see's the Asia-Pacific market as a huge opportunity, citing Gartner's forecast that mobile advertising in the region is set to grow from $1.6 billion to $6.9 billion in 2015.
"Millennial will be in the prime position to capitalise on that growth with our premium offering for brands and agencies," said Woolfrey, who will be charged with increasing mobile advertising and raising the profile of ad monetisation in the region.
"Millennial Media is the leading independent mobile advertising platform in the United States and Europe, and will now bring that same premium strategy to Southeast Asia."
Woolfrey has more than six years of experience running advertising and technology-based operations in the region, and will represent Millennial on the Mobile Marketing Association (MMA)s Asia-Pacific board of directors.
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