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Adtech Singapore: Everything You Need To Know (2020)

Adtech Singapore:

Everything you need to know (2023)

By 2026, the Southeast Asian digital advertising market is expected to be valued at US$15.4 billion (S$21 billion). Although adtech represents a growing facet of Singapore’s digital economy, it remains considerably untapped.

In 2017, Singapore-based startup AdAsia Holdings received US$12 million (S$16.4 million) in series A funding. Since then, Singapore’s adtech scene has gradually developed, with establishments from both homegrown startups and international companies.

Combined with the parallel rise in smartphone usage and online applications, the potential and valuation of adtech companies will grow in years to come.

As Singapore’s adtech landscape continues to grow from strength to strength, we’ll update this page with the latest adtech news, reports, and resources.

What is Adtech?

Adtech is short for advertising technology. It is an umbrella term used to describe the use of software tools and applications to help companies and brands target, deliver, and analyze digital advertising efforts.

Though there are plenty of software tools out there, these two strategies remain the most prominent:

  • Programmatic advertising targets a particular demographic via purchasing a media or advertising space
  • Omnichannel marketing focuses on delivering a consistent and personalized experience to consumers across multiple channels

Adtech benefits marketers by providing them with measurable audience data to target specific consumers and engage with them at every stage of their brand journey. Adtech not only ensures better usage of marketing budgets, but it also builds a tailored story for consumers throughout the marketing funnel experience.

Adtech in Singapore: Building the Adtech Scene

  • According to Joanne Joynson-Hewlett, CEO of Pocketmath, companies will leverage adtech to increase the value of their audience data and minimize the need for third-party exchanges and transaction costs [Source]
  • Last year, Singapore-based Adzymic expanded its business to various international markets—establishing its presence in Malaysia, India, and New Zealand [SourceSource]
  • In December 2018, an international adtech heavyweight, Sublime, officially began its operations in Singapore. Shortly afterward, another French adtech startup opened its Asia Pacific headquarters in Singapore [Source]

The Latest Singapore Adtech Reports and Resources

Notable Adtech Companies and Startups in Singapore

AdAsia Holdings

AdAsia is a marketing technology-focused company that provides end-to-end solutions to marketers, advertisers, and publishers. It offers various artificial intelligence-integrated products—such as AdAsia Digital Platform and AdAsia360—for programmatic buying and audience targeting.


Adzymic helps publishers and brands to simplify their creative management process and deliver quality display advertising performance. Its Dynamic Creative Management Platform “transforms display advertising into high performing content ads and performance marketing engine”.


CtrlShift is a programmatic advertising platform that provides real-time media trading, advertising platform services, and digital business consultation.


Ematic’s automated marketing solution allows users to engage with email subscribers based on their email activity. The adtech company has expanded to incorporate broader digital strategies from acquisition to activation and customer retention.


iVideoSmart is an online video advertising and management platform for publishers and advertisers. It leverages artificial intelligence and machine learning to enhance customer video engagement.


Lifesight artificial intelligence-enabled platform for offline retailers. It offers offline and online consumer intelligence data and helps brands leverage that data to make better business and ad spending decisions.


Nugit is a data reporting solution that analyzes social media campaigns and provides insights on these campaigns’ success using data analytics. It offers visual templates to help marketers visualize data and track their digital marketing activities.

Perx Technologies

Perx Technologies allows brands to manage their loyalty program and customer engagement. It enables users to collect and analyze customer data to understand behavioral patterns using machine learning technologies.


PocketMath is the world’s largest mobile platform for programmatic real-time bidding (RTB). It provides brands and advertisers with an ample supply of mobile RTB to buy ad impressions on apps, games, and mobile sites.


TotallyAwesome is a COPPA/GDPR (Children’s Online Privacy Protection Rule/General Data Protection Regulation) compliant digital advertising and engagement solution for advertisers and publishers to publish kid-friendly content.

Tech in Singapore: Everything you need to know
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