Tsou will be responsible for growing plista’s business in Australia, China, Malaysia and Thailand, as well as launching in new locations.

She previously worked as regional trading director for GroupM in Asia Pacific where she played a key role in supporting the roll-out of plista in China, Malaysia and Thailand.

Before her GroupM role, she was a media planner at WPP’s MEC Global in Taiwan.

Michel de Rijk, Xaxis’ Asia-Pacific CEO, said: "Serina has played an instrumental role in the success of GroupM’s digital media products business in the APAC region, and we’re excited to bring her leadership and vast industry knowledge to plista. With her understanding of programmatic media and the publisher landscape in the different markets, Serina will be a great asset."

WPP’s GroupM bought Germany-based plista in 2014 and put it within its digital specialist portfolio which also consists of programmatic digital media platform, Xaxis and online marketing company Quisma.