Signal isn’t the only cross-device company hoping to break down borders. Drawbridge raised $25 million in May, a portion of which is earmarked for broadening its reach in Asian markets.
Asia is a particularly attractive playing field, Sands said, noting that “the urgency is there and the regulatory atmosphere is also more favorable.”
Signal already has a few fairly robust relationships in the region, including with Flybuys, Australia’s countrywide loyalty program (basically, a bigger and more entrenched version of Plenti in the US), and with Yahoo Japan.
Yahoo Japan and Signal have worked together since 2013. Signal developed a tag manager product for Yahoo Japan and, a year later, helped Yahoo Japan build out its own data management platform.
Signal, which has its HQ in Chicago, plans to use its Tokyo and Sydney offices and Singapore outpost as jumping-off points for greater expansion in the region. Signal’s London office will be its springboard into Europe. (The company also has offices in New York and Sao Paulo.)
Roughly 75% of Signal’s 150 employees are based in the US, with the remaining 25% in global markets. A portion of the $30 million will go toward upping the headcount to around 200 by the end of the year.
Sands said the company plans to add “as many technologists as we can find as quickly as possible” to beef up its tech centers in Chicago and New York, although most of the new hires will be sales and account managers to staff international outposts, where the opportunity is ripe.
“Addressability isn’t a US trend, it’s a global trend, especially in Asia where many consumers skipped the desktop digital age and went right to mobile devices,” Sands said. “Householding has been around for the decades – now it’s about reaching individuals.”