Tyroo Technologies and CJ Announce Partnership to Launch Performance Marketing Platform for APAC Region

Adtech platforms partner to offer international tech capabilities with localised solutions for APAC advertisers and supply partners.

Tyroo Technologies and CJ have entered a multi-year global expansion partnership in the Asia Pacific (APAC) region.

The companies claim this strategic alliance marks a significant leap for performance marketing in the region, offering CJ and Tyroo customers access to international tech capabilities with localised solutions. With the combined forces of Tyroo Technologies and CJ, clients gain access to inventory from outcome-centric publishers worldwide.

With this partnership, advertisers and supply partners in APAC can gain access to an enhanced advertising platform called Tyroo | CJ with a monthly reach of over 1 billion shoppers and 14+ billion shopping interactions annually.

Siddharth Puri, CEO of Tyroo Technologies, said: “This partnership is driven by our organisational mission of empowering brands in APAC to scale. APAC is at the cusp of becoming the largest digital advertising market, and yet we find a lot of brands struggling to build outcome-based profitable growth channels due to the lack of unified tech and tools to leverage quality publishers. Globally, we found that in over 15% of brand media plans, tech has been deployed to solve for profitable growth via media partnerships. With this alliance, we will aid advertisers in building performance-centric programs with a tech-first approach by leveraging CJ’s technology and methodology in concert with our legacy and deep knowledge of Asia.”

Mayur Kshetramade, CEO of CJ, shared: “Tyroo | CJ is a partnership of trusted market leaders united in a commitment to transform every aspect of performance and partnership marketing across Asia. This unprecedented strategic and commercial collaboration marks a turning point for advertisers, agencies, publishers, and the 4.7 billion consumers across the region. In so many Asian nations, incredible opportunities have emerged in affiliate, influencer marketing, lead generation, shopper marketing, conversion optimisation, and a host of next-gen channels. From this day forward, there’s an integrated solution to unlock the full scope and scale of commerce across Asia.”

Tyroo | CJ capabilities include universal shopper event tracking, integrations with top e-commerce platforms, end-to-end programme management and optimisation toolsets, and actionable insights and data analytics capabilities including incrementality measurement.

Embracing a ‘next-gen’ ethos, Tyroo | CJ will streamline local finance processes, offer localised optimisation solutions, and ensure a smooth and efficient experience for advertisers and publishers seeking to amplify their reach and impact on a global scale.  

The formation of Tyroo | CJ creates the most expansive partnerships-based performance marketing network in APAC, reshaping advertising in the region by offering advertisers, agencies, publishers, and marketers unparalleled reach and effectiveness.  The business will be headquartered in Singapore and India and launched with expert teams in many locations across Asia.

The alliance will synergise the complementary strengths of CJ and Tyroo, leveraging CJ’s technology and partnership network, as well as its performance marketing experts, workflows, processes, and operations, and Tyroo’s market experience, infrastructure and relationships to drive accelerated customer acquisition and growth across the region.