Digital advertising technology provider OpenX Technologies Inc. plans to open an office in Singapore, the latest expansion for the 20-year-old, Pasadena-based company.

OpenX Technologies provides an exchange between advertisers and publishers that allows for real-time bids to post digital ads.

Google Inc. and Facebook Inc. accounted for about 90 percent of the $88 billion in global digital advertising revenue in 2017, according to the Internet Advertising Bureau trade group.

OpenX aims to tap into that other 10 percent in part by entering Asian markets. The company already has offices in Japan, and noted that $2 billion of the digital advertising market lies in the Southeast Asian countries of Singapore, Indonesia, Thailand, the Philippines, Malaysia and Vietnam.

“Digital media, and in particular mobile advertising, has created a massive opportunity for advertisers, publishers and technology companies in Southeast Asia and the growth of programmatic technology is opening up even greater possibilities to drive consumer engagement at scale,” said Jason Fairchild, OpenX co-founder and chief revenue officer in a statement.

Media and entertainment reporter Matthew Blake can be reached at (323)556-8332 or mblake@labusinessjournal.com