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AdParlor rebrands to ada

AdParlor rebrands to ada to provide data science, technology, and creative offerings for brands and businesses across Asia

Axiata Digital has announced the launch of ada, an integrated digital marketing business unlocking brand potential in digital.

AdParlor will now serve as a product under the ada umbrella.

The new business will provide seamless offerings in data science, technology, and creative all connected to form and deliver a powerful digital ecosystem for our brands and advertisers.

Consisting already of a team of over 180 digital specialists across 10 markets in Asia, ada now includes a team of 40 engineers and data scientists. Backed by rich telco data and inventory and award-winning AdParlor technology alongside third-party data, ada helps brands and businesses meet fast-evolving consumer demands in digital.

Utilising 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 four specialist offerings:

  1. Drive business goals through bespoke digital strategies
  2. Data-driven creative bringing strategies to life with speed and scale, optimised to deliver on KPIs
  3. Reach your target audience with a mobile inventory of 300m individuals alongside programmatic media buying
  4. Maximise acquisition outcomes while minimising risk for advertisers

“To date, we have built Axiata Digital’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,” said Mohd Khairil Abdullah, Chief Executive Officer, Axiata Digital (pic).

“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,” added Khairil.

“Data analytics is the key to the future of advertising. In the next 3-5 years, we expect 90% of all marketing decisions to be data-driven,” said Srinivas Gattamneni, Acting CEO, ada.

“With access to rich telco data and a team of dedicated specialists that champion transparency, ada offers brands and businesses the opportunity to communicate with consumers with unprecedented precision to achieve business results,” concluded Srinivas.

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 ten offices in the region.

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APPIES Malaysia is an annual 2-day Marketing Congress and Awards Festival showcasing, sharing and celebrating the country’s best marketing campaigns. Shortlisted entries will be judged by 30  leaders in the marketing industry who will put the presenters’ knowledge to the test in a unique Live Presentation environment.

Date: 16 & 17 April, 2018

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