Data and artificial intelligence company, ADA has launched integrated E-Commerce enablement practices – a first for the region – through a merger with Awake Asia, a regional E-Commerce enabler operating in 6 Southeast Asian countries. As a result of the merger, Awake Asia’s operations will be fully integrated with ADA in all its 10 markets in South and Southeast Asia – Malaysia, Singapore, Indonesia, Thailand, Philippines, Sri Lanka, Bangladesh, Cambodia, South Korea, and Vietnam. The merger also means entry into Vietnam for the first for ADA.

The resulting synergy will bring together Awake Asia’s deep E-Commerce expertise and ADA’s media, creative, and analytics solutions providing impactful online growth for brands. Brands will be able to assess the impact of Digital marketing with E-Commerce revenue generation, proper utilization of consumer data and analytics to lift E-Commerce sales, and optimize customer touchpoints across super apps and marketplaces with greater clarity.

Regarding the merger and enhancement of capabilities, Srinivas Gattamneni, CEO, ADA remarked, “At ADA, our belief is that eCommerce should not be a siloed execution but needs to be deeply integrated into the brand’s analytics, media, creative, and marketing technology investments”. Simon Paterson who is joining ADA as Chief of E-Commerce Enablement said, “We are excited to embark on this new phase of growth with integrated analytics, media, and creative to boost eCommerce operations for all brands in the region”.