Philippines-based AdSpark has acquired DeepSea and Secret Menu, as it aims to reinforce its position as a leading adtech platform and provide an integrated, seamless experience for clients. The strategic move combines DeepSea's programmatic advertising expertise and Secret Menu's creative production capabilities, further diversifying AdSpark's adtech ecosystem.

DeepSea specialises in programmatic advertising, serving agencies, independent advertisers, and publishers, while Secret Menu is known for its branded content production, including commercials and music videos, according to a release. By uniting these platforms, AdSpark aims to provide businesses with an efficient and creative approach to audience engagement.

"We are excited to bring DeepSea and Secret Menu into the AdSpark family," said JL Erestain, chief operating officer of AdSpark. "By integrating their strengths, we can offer clients a more comprehensive solution for both programmatic and creative advertising needs, all within one platform."

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Mell Yazon-Tolentino, Secret Menu's general manager, emphasised the potential of this deal, stating, "Becoming part of AdSpark offers us a unique opportunity to leverage data-driven insights to create bespoke creative solutions that address our clients' challenges and needs. We are confident that this partnership will elevate our capabilities, enabling us to generate fresh, innovative ideas that cater to a broader range of clients and industries."

Alongside the acquisitions, AdSpark introduced SparkTech, a suite of AI-powered tools designed to optimise business performance, enhance operational agility, and improve customer experience. Among these innovations is Generative Response Ads, an AI-driven ad solution developed in partnership with GMS, an AI and adtech specialist.

Generative Response Ads enable real-time, interactive engagement within advertisements, providing personalised responses that align with a brand's voice and messaging. This advancement streamlines the customer journey, reducing the steps needed for conversion and delivering a more dynamic advertising experience.

"SparkTech is a breakthrough for the adtech industry," said Raf Del Rosario, chief commercial officer of AdSpark. "By utilising generative AI, SparkTech allows businesses to provide personalised experiences for customers, ultimately driving results and improving the effectiveness of campaigns."

AdSpark, fully owned by the country's leading telco Globe Telecom, was founded in 2012 as an internal unit under Entertainment Gateway Group. It later expanded and became an independent entity in 2016. The agency is also part of corporate incubator 917Ventures.