CtrlShift

CtrlShift is a Singapore-headquartered advertising technology company.

CtrlShift
TypePrivate
IndustryDigital marketing, Online advertising
Founded2015
Headquarters
Singapore
Area served
Southeast Asia Australia United Kingdom
Key people
Rene E. Menezes (co-founder), Pete Yoong (co-founder), Reza Behnam (co-founder & Executive Chairman), Dominic Powers (CEO).
ProductsThe Hub
ServicesMedia management software, digital advertising consulting and integration, marketing services
Number of employees
140 (2015)

It was founded in January 2015 from the merger of three advertising technology companies: scientific media buying platform AdzCentral founded by Reza Behnam; digital consultancy Better founded by Rene E. Menezes; and ad-tech distribution company Asia Digital Ventures founded by Pete Yoong.[1] It is backed by venture capital firms Digital Media Partners,[1] IDM Venture Capital,[2] the Singapore National Research Foundation and CFF Partners.[3]

In May 2015, CtrlShift was listed in Founders Grid’s top 50 thriving startups in Southeast Asia.[4] It has offices in four Southeast Asian countries:Malaysia, Singapore, Thailand and the Philippines.[5] It launched operations in Australia in March 2019.[6]

In August 2017, the company launched The Hub, its enterprise programmatic advertising software for unified media planning, activation and insights. It aggregates platforms (social, search, RTB, native) to streamline digital media management.[7] The platform is currently integrated with many major advertising platforms, including MediaMath, AppNexus, Google's DV360, Facebook, Zemanta, TubeMogul and China's iPinYou.[8]

The company divested its managed services unit The Studio in January 2019, with Taiwanese firm adGeek acquiring a majority stake in the business. The move was in line with the company’s focus on technology and expanding its software-as-a-service (SaaS) business with The Hub.

References
  1. "3-in-1 merger marks CtrlShift debut". Digital News Asia. Retrieved 2015-09-17.
  2. "IDMVC". IDM Venture Capital. Archived from the original on 2015-09-13. Retrieved 2015-09-17.
  3. "Chinese Founders Fund". CFF Partners. Retrieved 2015-09-17.
  4. "50 Singapore Startups You Should Get To Know". Founders Grid. Retrieved 2015-09-17.
  5. "AdzCentral, Better, Asia Digital Ventures merge to create CtrlShift". Digital Market Asia. Archived from the original on 2015-09-03. Retrieved 2015-09-17.
  6. "PR: Australia now has an efficient and transparent option for programmatic advertising". CtrlShift. 2019-03-07. Retrieved 2019-04-12.
  7. CtrlShift (2018-08-27), Introducing The Hub, retrieved 2019-04-12
  8. Hew, Venus (2017-12-06). "CtrlShift and iPinYou collaborate to offer global brands access to Chinese audiences". Marketing Interactive. Retrieved 2019-04-12.
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