meet our members
Our ‘Meet our Members’ series spotlights the diverse voices shaping digital marketing across the region. In this edition, we feature Liam McCarten, APAC VP of Sales at StackAdapt.
tell us about stackadapt, what is your mission?
StackAdapt, at its core, is an AI-powered advertising and marketing platform that helps marketers plan, execute, and measure campaigns across channels like connected TV, digital out-of-home, video, native, display, in-game, and audio. We’re focussed on unifying Adtech and Martech: bringing together programmatic channels with marketing solutions such as email all in a single, integrated platform.
The goal is to increase effectiveness, reduce fragmentation, and ultimately improve ROI for advertisers. By connecting every impression to real business outcomes, our mission is simple, to empower marketers to drive business growth.
what hero product are you most proud of at stackadapt?
We’re a company of builders, today roughly 35% of our team works in R&D functions such as engineering and data science, which says a lot about how much we value innovation. It’s hard to pick one product because we build, iterate, and ship so quickly. A big focus for us in APAC has been verticalisation, developing solutions around specific industries like travel, retail, and regulated categories such as alcohol and political advertising. That approach lets us go deeper into the challenges each market faces and deliver real value. From the audiences we reach to the vertical specific measurement solutions we offer.
We’re also layering AI and machine learning throughout, improving targeting, optimisation, and even creative. What I’m most excited about right now is Ivy™, the StackAdapt AI marketing assistant. It gives marketers instant insights, audience recommendations, and performance reporting, helping them move from insight to action almost instantly. With a lot more to come in future versions of the product.
what do you love most about working across southeast asia and india?
I’ve lived half my life outside the UK, and I don’t think you can get a better experience for someone who’s naturally curious. Every country here teaches you something new, culturally, professionally, and personally. You have to be a bit of a cultural chameleon, learning how to navigate different ways of working, communicating, and building relationships. It’s complex, but that’s what makes it rewarding. What I find fascinating is that some markets people might see as “developing” are actually leading in innovation, whether it’s payments, mobile adoption, or the speed at which people experiment with new ideas. It’s a region that rewards empathy, adaptability, and patience, and I still feel like I’m learning every day.
what’s your favourite thing about being part of the IAB SEA+India member network?
I’ve always seen a really clear through line with IAB SEA+India. It’s never been about self-promotion or clickbait, it’s always been about doing what’s right for the industry. I love that there are no sacred cows; it’s a place where people challenge ideas but always with the goal of moving things forward. Being part of the network means being surrounded by people who genuinely care about advancing the region. It’s also given me the chance to represent both my company and the wider industry, which I’m really proud of. Southeast Asia and India are such unique markets, sometimes misunderstood globally, so helping give them a stronger voice is something I really value.
and finally, some may say, the most important question in our region – what’s your favourite food?
That one’s easy: nasi lemak. I’m slightly obsessed. I probably have it at least once a week, always for breakfast. I’m pretty particular about it too: it has to be chicken thigh, not on the bone, with a great sambal and crispy anchovies. My go-to spots are Adam Road Food Centre and a hawker in Holland Village, where they know my order by heart. It’s one of those dishes that just never gets old, full of flavour and character, just like the region itself.