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Light Reaction, an outcomes-driven performance advertising business that is part of Xaxis, announced
the launch of operations in Vietnam.

Light Reaction’s pay-for-performance media model provides advertisers with a risk-free way to drive real out-
comes such as sales, subscriptions and other concrete forms of engagement, paying only for clearly defined con-
sumer results. With today’s Vietnam launch, Light Reaction is now available in 32 markets across North America,
Europe, Asia and the Middle East.

Light Reaction achieves the best outcomes possible by optimizing for a host of key performance factors including
optimal exposure time to drive conversions, geography, time, and device to ensure that the right customer is be-
ing reached in the right place at the right time, and lastly, placement ID—locating the best-performing spot on the
webpage or app for the specific campaign goal. Despite the abundance of technology at work, all Light Reaction
insights, tooling and methods are shared openly with clients, showing the precise route and decision-making that
led to each outcome.

In addition to leveraging robust audience data, high-performing media inventory and real-time programmatic tech-
nologies, Light Reaction’s products are channel agnostic. Advertisers can run coordinated campaigns across mul-
tiple channels to capture outcomes wherever they may be. ◊

KEYMILE, a provider of solutions for mission-critical net-
works, is expanding its activities in the Asia Pacific region
(APAC) by opening a branch in Singapore, led by Dieter Klein
as Managing Director for Asia.

KEYMILE Asia’s first steps will be to focus on sales, marketing and supporting existing partners. In the mid- to
long-term the branch will also concentrate on tapping into new markets in other Asian countries. The expansion
will allow KEYMILE to benefit from the market expertise of local representatives and therefore put it in a position
to enhance its portfolio, which in turn will lead to better positioning with regard to international competitors, the
company believes. KEYMILE will focus on entering new markets and to provide support to customers as well as
regional sales and service partners locally who were previously looked after from Europe, hoping that it will make
processing of public and private tenders from the Asian region easier for them.

Since the market for mission-critical networks in Asia is growing rapidly, be it in the energy sector, at railway com-
panies or in local government, more infrastructure is required. With its existing product portfolio – in particular its
XMC20 hybrid multi-service access and transmission platform – KEYMILE offers everything customers in the
APAC region need to migrate from traditional to IP technologies. This switch is expected to create strong demand
for solutions like highly secure end-to-end encryption in mission critical networks, which is another area KEYMILE
specializes in. ◊

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