AdzCentral, Better, Asia Digital Ventures merge to create CtrlShift
Showing another indication of some consolidation in the advertising technology space, AdzCentral, Better and Asia Digital Ventures have merged to created programmatic company CtrlShift. CtrlShift is conceptualised as an independent marketing technology firm, created to meet the increasing need for marketers to skillfully execute programmatic and digital marketing strategies globally.
The merger of programmatic media trading platform AdzCentral, digital advertising services firm Better and ad-tech distribution company Asia Digital Ventures, will offer Asian marketers the full suite of technology, execution, strategy, services, and a broad inventory pool of digital media across display, social, mobile, video, rich media and search.
The merged company will comprise 130 employees across five markets in Southeast Asia, made up of consultants, media traders, data scientists, ad-tech product specialists and software engineers. Its expertise spans premium and programmatic media placement across all channels including mobile, video, search, social and display; big data; ad-tech platforms and digital consulting.
Headquartered in Singapore, CtrlShift already has operations across the region. The merger is effective immediately and is aimed at giving brands insight, expertise and access to the Asian market, the fastest-growing consumer market in the world.
“Our plan is to be the number one independent programmatic, ad-tech execution and consulting partner for advertisers seeking to win across Asia. Innovation in the data-driven, automated marketing space is moving at breakneck speed and brands need to be nimble and work with trusted partners to achieve their goals of increased revenue and market share, in the face of strong competition,” said CtrlShift Executive Chairman, Reza Behnam.
“We have joined forces to create an Asia-focused digital marketing platform that understands the complex task of executing digital initiatives across markets, channels and languages. The best way to reach digital audiences in Southeast Asia, and the rest of Asia, is to have a deep understanding of each market and CtrlShift delivers that,” Mr Behnam added.
Mr Behnam, was previously Managing Director of Yahoo! SouthEast Asia, a founding member and vice-chairman of the IAB in Singapore, and has been a prominent figure in the Asian programmatic space, as the CEO and Founder of AdzCentral.
CtrlShift will have a large list of prominent clients, media trading capabilities across a dozen languages, and close relationships with Asian and international publishers. CtrlShift’s CEO is Rene Menezes, formerly the CEO of Better.
Malaysia-based Rene Menezes has worked in the Asian digital industry for fifteen years and was part of the team that launched that country’s first ad network in 1999. He was twice president of the Malaysian digital association and is well recognised in the region as a leader in digital marketing.
“This merger uniquely creates an agency-independent entity with over a dozen years of market expertise across Asia, a large headcount and geographical footprint, and a technology agnostic programmatic platform. We offer comprehensive solutions to customers that simplify the complex ecosystem of point-solution digital advertising offerings. Our solutions are powered by proprietary and market leading partner tech, layered with data science, analytics, workflow and services,” said Mr Menezes.
The leadership team also includes Southeast Asia online advertising veteran and Asia Digital Ventures Partner Peter Yoong, who will be CtrlShift’s President. Other members of the executive team come from blue chip background, such as Yahoo!, Google, WPP, Saatchi & Saatchi, FutureBrand, Verizon and OgilvyOne. Collectively, the leadership teams brings over 120 years of combined digital experience to offer clients.
“The corporate and consumer brands that are seeking true digital engagement in Asia want the best technology and support services, and we can deliver that requirement, wrapped in a consulting offer that is truly independent. You must offer services in addition to a platform as Asian-based companies demand it,” Mr Menezes said.
The new company’s brand name, CtrlShift, recognises the need to mix creativity with data, and take ownership of their digital marketing through data and software, while also moving quickly to secure opportunities to engage more successfully with audiences.
“Advertising-as-a-service is the future. Brands must step up their game and use technology to better connect with their audiences. This is the era where advertising no longer is advertising – this is the era of delightful brand communications,” said Mr Yoong.
The company’s approach is to focus on audience management, software execution and solution expertise. Mr Menezes said the digital communications landscape is complex and flooded with obscure acronyms. The goal is to cut through the confusion and clutter that brands face, and help them run effective marketing programs.
The company has publisher relationships and partnerships with LinkedIn, Spotify, MSN, ESPN, and many others. Its technology partners include Sizmek, Lotame, comScore, Phunware, and AppNexus.
The three companies that came together to form CtrlShift are:
AdzCentral, the Scientific Media Buying Platform, manages clients’ audience profile data as well as digital advertising budgets and allocates media spending across multiple platforms, formats, devices, and channels through an algorithmic-driven approach. The company leverages various tools and its proprietary platform in order to maximise client and agency returns on investment.
Better is a digital consultancy that supports agencies and clients through partnerships with premium media owners and in particular representation of LinkedIn, Spotify, MSN, ESPN and many more. Better is also the go-to soft-landing partner for global media owners interested in moving into the Asian region leveraging its offices in Malaysia, Singapore, Thailand, Philippines and Indonesia.
Asia Digital Ventures was founded as an ad-tech distribution company with a focus on Southeast Asia. It provides marketers with tools and advertising technology to increase efficiency, effectiveness and ROI.
