meet our members
Our ‘Meet our Members’ series spotlights the diverse voices shaping digital marketing across the region. In this edition, we feature Siddharth Puri, CEO at Tyroo and IAB SEA+India 2026 Strategic Advisory Board Member.
tell us about tyroo, what is your mission?
Tyroo exists to help businesses access and monetise growth opportunities across Asia. That could mean supporting a global company entering the region, helping an Asian company expand internationally, or working with a domestic business that wants to scale further within its home markets.
At the heart of it is helping companies grow across what is an incredibly diverse region, using our market knowledge, technology and partnerships to connect them with the opportunities that make sense for their business.
what hero product are you most proud of at tyroo?
I’m particularly proud of TyrooCJ, which helps businesses access outcome-based commerce growth opportunities across Brand.com, marketplaces and in-store.
It brings together Tyroo’s understanding of Asian markets with CJ’s global performance marketing technology and partner ecosystem, giving brands a way to build commerce programmes around measurable business outcomes across different consumer touchpoints.
what do you love most about working across southeast asia and india?
The diversity of the people and cultures is probably what I enjoy most. Every market has its own character, but there is also a shared ambition across the region and a growing sense of pride in the role Asia is playing as a growth engine for the global economy.
Being able to work across markets that are so different, while seeing that common ambition running through them, makes the region particularly exciting.
what’s your favourite thing about being part of the IAB SEA+India member network?
I value the fact that it gives the industry a neutral platform where different voices can contribute, regardless of whether they come from a large global business or a smaller company.
Having those different perspectives represented matters. It gives people across the ecosystem the opportunity to contribute their expertise and collectively influence where the industry goes next.
and finally, some may say, the most important question in our region – what’s your favourite food?
That’s a tough one. It’s probably a toss-up between Thai green curry and chicken satay. I’m not sure I could choose between them!