AdzCentral merges with tech firms

Programmatic buying firm AdzCentral has merged with two other ad technology firms Better and Asia Digital Ventures to create one of the largest independent Asian programmatic companies.The three companies that came together to form CtrlShift are:AdzCentral, the Scientific Media Buying Platform, which 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 maximize 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.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. According to the firm, CtrlShift will service clients on a local, regional and global level.CtrlShift, launched today, will deliver real-time media trading, technology and ad-platform services, premium publisher inventory, and digital business consulting to brands and agencies.The firm will be headquartered in Singapore.“Our plan is to be the number one independent programmatic, ad-tech execution and consulting partner for advertisers seeking to win across Asia,” said CtrlShift executive chairman, Reza Behnam.CtrlShift's CEO is Rene Menezes(pictured), formerly the CEO of Better, who will continue to be based in Malaysia. Menezes has worked in the Asian digital industry for fifteen years and was part of the team that launched the country’s first ad network in 1999. He was twice president of the Malaysian digital association as well. Menezes said CtrlShift would provide independence, transparency, local market knowledge, strong relationships, and the full stack of digital marketing and advertising services.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 backgrounds such as Yahoo!, Google, WPP, Saatchi & Saatchi, FutureBrand, Verizon and OgilvyOne.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.