Location-based ad firm xAd has made three hires as part of a push into the EMEA and APAC regions. Having launched in the UK and India during 2013, xAD now has its sights set on eight countries, including France, Germany, China and Australia.

To spearhead the push into Europe, the company has appointed Theo Theodorou as GM of EMEA. Theodorou was previously head of sales and strategy for Apple iAd in EMEA, and most recently served as an SVP at Videology. Hell focus on building xAds team,while overseeing strategy, planning and local partnerships with brands, agencies and media companies in Europe.

xAd has also appointed Yang Cao, who previously co-founded and sold Julu Mobile, a mobile advertising company in China, as GM of the region. Finally, Michael Bayle, who previously led ESPNs mobile strategy, has joined xAd as SVP of strategic partnerships. In this role, he will focus on building new strategic partnerships with leading ad-tech companies both domestically and internationally.