AnnouncementsSQREEMGammaSingapore-based Artificial Intelligence (AI) Solutions Company, SQREEM Technologies, will be acquiring programmatic advertising solutions platform Gamma SSP in a move that expands and augments their offerings in Southeast Asia.

The agreement will see Gamma become a fully-owned subsidiary of SQREEM in the short term, with the SSP eventually merging into SQREEM’s tech stack to unlock 97% of the world’s programmatic inventory and eventually expanding the offering to include digital out of home and connected TV – forming a complete dynamic digital ecosystem.

The acquisition will enable a massive global supply integration for SQREEM by combining its proprietary AI technology with Gamma’s integrations in the region and globally to bolster behavioral targeting solutions, at a landing page level, to brands and media agencies.

Gamma will continue to be led by its Managing Director, Matt Robinson, and the current management team. The combined entity plans to expand its headcount and geographical footprint by as much as 25% over the next year.

Founded in 2014 and headquartered in Singapore, Gamma was the first Supply Side Platform (SSP) focused on representing Southeast Asian publishers, covering the key markets across the region. The company helps advertisers programmatically target audiences across an ecosystem of more than 1700 publishers, including all of the major premium publishers in Thailand, Indonesia, Vietnam and the Philippines. Gamma also has the ability to support Connected TV ad spots and will be adding DOOH in the next 6 months.

AnnouncementsADAADA launches the region's first integrated eCommerce practice through a merger with Awake Asia, a regional eCommerce enabler operating in 6 countries in Southeast Asia. Simon Paterson will be leading the division, the former CEO of Awake Asia, who joins ADA as Chief of eCommerce Enablement.

The exercise fully integrates Awake Asia's operations under the ADA brand, that started 1st of June 2021, where both parties come together to champion and fulfil the needs of brands moving towards online channels across 10 markets in South and Southeast Asia - Malaysia, Singapore, Indonesia, Thailand, Philippines, Sri Lanka, Bangladesh, Cambodia, South Korea, and Vietnam.

The integrated eCommerce practice brings together Awake Asia's deep eCommerce expertise with ADA's media, creative, and analytics solutions to drive online sales for brands through:

  • Digital marketing deeply linked to eCommerce revenue generation: Digital media execution integrated with eCommerce operations; customer-centric strategies and activations; performance linking external media spend to online sales.

  • Consumer data and analytics leveraged to uplift eCommerce sales: Utilise client's customer data and third-party data sets to derive shopper insights, personalize content and to cross and upsell via eCommerce channels.

  • Reaching vast audiences in super apps and marketplaces: Optimize customer touchpoints across super apps and owned apps and websites; deploy Marketing Technology solutions like customer data platforms (CDP); attribution tools to track and optimise conversion funnel.

The merger opens a new market for ADA in Vietnam with over 150 eCommerce specialists currently serving more than 120 brands.