Singapore’s AdzCentral Raises $3.2 Million From Electric Sheep Capital and DMP

Singapore-based AdzCentral has concluded a SG$4 million (US$3.2 million) financing round with Electric Sheep Capital and Digital Media Partners (DMP).

AdzCentral in a nutshell provides clients with a one-stop platform for convenient automated digital ads buying including social ads, search, mobile, email, and video. The AdzCentral platform integrates with DSP and trading desk technology to run real-time ad bidding.

AdzCentral platform doesn’t just stop at automated digital ad buy but also includes other ad tech point solutions such as campaign measurement, analytics, visitor profiling, targeting, and optimization to ensure its clients’ ad dollars are well spent, achieving optimal CPM, CPC, and CPA based on real-time data. The entire suite is coined “scientific media buying” by AdzCentral.

To date, AdzCentral has already served quite an impressive list of brands onboard including SingTel, American Express, 3M, Unilever, Standard Chartered, MasterCard, Citibank, and Hyundai. Founder and CEO at AdzCentral, Reza Behnam, told me that AdzCentral has delivered over 1,000 campaigns serving across 100 clients. Behnam commented on APAC’s digital ad market in today’s statement:

APAC and especially Southeast Asia represent an extraordinary opportunity for AdzCentral, where (according to ADMA) digital advertising was worth US$25 billion in 2011.

Prior to AdzCentral, Reza Behnam was the managing director of Yahoo Southeast Asia and also a venture partner at IDG Ventures in Southeast Asia. Juggling his role at AdzCentral, Behnam is also the co-chairman at IAB Singapore, a director at e-payments platform MOL Global, and co-chairman at H2 Singapore Chapter.

AdzCentral first received seed investment from Joichi Ito’s Neoteny Labs, Toivo Annus (founding engineer of Skype), Jayesh Parekh (co-founder of Sony Television Network India), the Chinese Founders Fund, and other undisclosed angel investors. Amid the Series A crunch in Southeast Asia, AdzCentral managed to pull things together, which certainly deserves two thumbs up.