AdParlor Asia Pacific now housed under ada

AdParlor Asia Pacific will now be housed under ada. ada is an integrated digital marketing business that unlocks the potential in digital by combining data science, technology, and creative for brands and businesses across Asia. The Axiata Digital Services business will provide seamless offerings that connect to form a powerful digital ecosystem.

With a team of over 180 digital specialists across 10 markets in Asia, the integrated organisation now includes a team of 40 engineers and data scientists. Backed by AdParlor technology and rich telco and third party data, ada (analytics data advertising) helps brands and businesses meet fast evolving consumer demands in digital. Utilising Axiata’s proprietary data management platform (DMP) XAct, which has data on over 300m individuals, ada is uniquely positioned to optimise consumer journey planning, customer profiling and intent targeting.

The ada brand consists of five specialist offerings:

“How we communicate, acquire and empower customers using digital is changing fast,” said Matt Sutton, CEO of AdParlor in Asia and now Chief Strategy and Operations Officer in ada. “It’s not just about “digital” anymore. It’s about people. How to reach them, engage them, inspire them and provide them with the services and capabilities they demand. This requires more than only good data, great creative, or great technology – it requires all of it, united, under one vision to achieve business and marketing goals.

Since launching as AdParlor in Asia, we have grown our suite of services significantly in response to the demands of the market. The new ada brand, as a holistic digital marketing business, better reflects our position in the industry as a provider of end-to-end solutions for brands, businesses and agencies. Another exciting period of growth in the industry awaits.”

“To date, we have built Axiata’s advertising businesses under different go-to-market brands serving different parts of the marketing supply chain – allowing us to establish a formidable presence in digital advertising across the region,” commented Srinivas Gattamneni, Chief Portfolio Officer, Axiata Digital and Acting CEO, ada. “By integrating these offerings, we are now able to leverage data to close the loop for brands from customer engagement to acquisition for the next leap in digital marketing effectiveness.”

AdParlor technology continues to power all of ada’s operations to serve its customers, alongside ada’s proprietary data management platform, XAct. The ada rebrand is effective across all of AdParlor Asia Pacific’s 10 offices in the region.