Three-way merger forms Asian ad tech firm CtrlShift

Ctrl/SHIFT logoA new home-grown Asian ad tech firm has been formed from the merger of three different entities.

Media trading platform AdzCentral, digital ad services firm Better Digital and ad tech distribution company Asia Digital Ventures have joined forces to create the new programmatic trading firm CtrlShift, which will be based in Singapore.

The new company has 130 staff across Southeast Asia and clients including MasterCard, Carlson Hotels, Hong Leong Bank, Allianz.

The firm will be led by CEO Rene Menezes, the Kuala Lumpur-based founder and CEO of Better Digital. The founder and CEO of AdzCentral, Reza Behnam, who is the former MD of Yahoo Southeast Asia and previously a member of the leadership council of the Singapore chapter of the Interactive Advertising Board, will take on the role of chairman. Asia Digital Ventures partner Peter Yoong has been named president of the new firm.

Behnam commented: “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.”

He added: “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.”

The company works with publisher partners such as LinkedIn, Spotify, MSN and ESPN, and tech partners such as Sizmek, Lotame, comScore, Phunware, and AppNexus.

Yoong commented: “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.”


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