What Dattel Asia does

Dattel Asia is a Malaysia-headquartered AI-powered consumer intelligence and marketing platform founded in 2014 that operates across four ASEAN jurisdictions (Malaysia, Thailand, Indonesia and Singapore) with 51–100 employees and four legal entities (Dattel Sdn Bhd, Dattel Pte. Ltd., PT Dattel Mitra Asia, Dattel Co. Ltd.). The company built a proprietary longitudinal consumer panel of more than 600,000 vetted respondents spanning 10 verticals, 4 typologies and 3 dimensions, backed by an in-house AI quality assurance system for which a patent was filed in MyIPO in 2018. Its core platform architecture pairs a consumer intelligence layer (Voyager) with an integrated SME advertising layer (OhsemAds) and AI assistants (PersonaGPT for persona generation, Avatar AI for AIGC video), complemented by MyDataHub.Ai, a 2024 MDEC co-developed data-management platform offering businesses access to RM150 million in partner financing, plus managed services (DMS, OOH billboards) and an annual flagship conference (OHSEM360).

Revenue is generated through advertising platform fees on OHSEMads (pay-as-you-go across Meta, TikTok, REV Media, MCIL, MGID, and 150+ Malaysian news sites), subscription or per-query access to Voyager consumer intelligence, managed digital marketing services (DMS), event/conference monetization (OHSEM360), and government or corporate program delivery — most notably the Kyouth youth training program funded by Khazanah Nasional Berhad and the MyDataHub.Ai initiative co-developed with MDEC. The go-to-market is hybrid: a self-serve product-led growth motion (OHSEMads.com, MyDataHub.Ai, REV Ad Manager) targets the long tail of ASEAN SMEs, while enterprise field sales covers MNCs and government clients, and channel partnerships with REV Media Group, MCIL, MGID, and EasyStore provide embedded distribution for both the advertising and data products.

Name

Dattel Asia

Legal name

Dattel Sdn Bhd

Website

https://dattel.asia

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Dattel Asia is a Malaysia-based AI-powered consumer intelligence and integrated advertising platform serving ASEAN SMEs across Malaysia, Thailand, Indonesia and Singapore, combining its Voyager panel with OhsemAds, PersonaGPT, Avatar AI and MyDataHub.Ai.

Ownership category

akta.pro rank

Product category

Marketing & Advertising Software

NAICS

Media Buying Agencies (541830), Advertising Agencies (541810)

SIC

Services-Advertising (7310), Services-Advertising Agencies (7311)

akta.pro primary industry

Retail Media Network (RMN) Planning & Buying (MPAAABAK)

akta.pro secondary industries

Retail Media Network (RMN) Buying (On-site & Off-site) (BPAFABAI), Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)

Keywords

• Consumer intelligence platform
• Digital advertising software
• AI marketing analytics
• Audience targeting tools
• Data-driven adtech

Headquarters

HQ city

Selangor

HQ country

Malaysia

HQ region

Asia

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Advertising Platform Fees: SMEs pay to run targeted ad campaigns on the OHSEMads platform across Meta, TikTok, premium websites, REV Media, MCIL, and MGID. Revenue is generated through ad spend management and platform access fees for consumer intelligence tools like Voyager and PersonaGPT.
2. Digital Marketing Services (DMS): Dattel provides managed digital marketing services including poster design, video production, and social media ad management for SMEs. This is a professional services revenue stream.
3. MyDataHub Financing Facilitation: MyDataHub.Ai connects businesses to financing partners (offering Revenue Based Financing, B2B Buy Now Pay Later, Term Financing) and charges for data analytics and marketing targeting services. Partners have RM150 million in financing to disburse.
4. Academy and Training Programs: Kyouth program, operated for Khazanah Nasional Berhad, provides digital marketing training. Revenue derives from government/corporate program funding for youth employability initiatives.
5. Consumer Intelligence Data Products: Voyager platform provides data-driven market insights including customer personas, brand equity measurement, behavior forecasting, and location analytics — monetized through subscription or per-query access.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels7 records

Core offering

Dattel Asia builds and operates an AI-powered consumer intelligence and digital advertising platform for ASEAN markets, headlined by Voyager (consumer data and audience segmentation) and OhsemAds (integrated ad buying across Meta, TikTok, REV Media, MCIL, MGID, and out-of-home billboards). The company sells self-serve platform access to SMEs, subscription-based data products to enterprises and government clients, and managed digital marketing services (DMS) end-to-end, with the MyDataHub gateway additionally connecting businesses to RM150 million in partner financing.

Product overview

Dattel Asia is an AI-powered marketing and advertising company offering a platform-plus-modules architecture for SMEs in ASEAN markets. The core product ecosystem includes OhsemAds (integrated ad platform), Avatar AI (video marketing), MyDataHub (business data management), and Voyager (Consumer Intelligence). These are complemented by specialized sub-products: PersonaGPT for AI-powered audience personas, MCIL for Chinese-language advertising, REV for Malaysian audiences, MGID for global native ads, and OOH for billboard advertising. OHSEM360 provides conference/event-based marketing solutions, while DMS offers digital marketing services and Ohsem Academy provides youth training programs. The portfolio enables end-to-end marketing from consumer research and audience targeting to ad execution across multiple platforms and channels.

Differentiator

Problem solved

Functional benefit

Brands

• OhsemAds: Integrated data marketing platform that helps segment target audiences for best ROI. Includes Voyager tool for consumer insights and ad targeting on Meta, TikTok, and premium websites.
• Voyager
• PersonaGPT
• REV
• MCIL
• MGID
• Avatar AI
• MyDataHub
• OHSEM360
• DMS (Digital Marketing Service)
• Kyouth

Products and services

• OhsemAds Integrated data marketing platform that combines Dattel's consumer intelligence AI with ad management for SMEs to create and manage ad campaigns on Meta, TikTok, and premium websites (REV Media, MCIL, MGID), with built-in persona targeting and ROI optimisation.
• Voyager Consumer Intelligence flagship platform providing audience segmentation (including by consumer values), brand equity measurement, behavior forecasting, and location analytics for businesses needing granular ASEAN consumer insights.
• MyDataHub Business data management and financing gateway that lets businesses manage, control, use and share their digital data in one place for faster access to partner financing (RM150 million) and improved marketing analytics. An initiative from MDEC, operated by Dattel.
• Avatar AI AI-powered video marketing platform using AIGC (Artificial Intelligence Generated Content) technology that enables creators and businesses to clone their persona for personalized video campaigns without appearing on camera themselves.
• DMS (Digital Marketing Service) Managed digital marketing service for SMEs covering poster and video production, social media ad management, and billboard (OOH) advertising opportunities, sold directly by Dattel to businesses seeking end-to-end marketing execution.
• Ohsem Academy (Kyouth) Digital marketing academy program providing training in website creation, video marketing, and campaign management to Malaysian youth aged 16-30, with professional certification and job placement; operated by Dattel in partnership with Khazanah Nasional Berhad.

Quantifiable outcome

• OHSEM ADS 2022 targeted to impact 3,000 SMEs with new advertising technology.
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability10 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• MDEC (Malaysia Digital Economy Corporation)coreStrategic or Co-development Partner · 1 January 2024MDEC and Dattel co-developed MyDataHub.Ai, a platform for businesses to manage and share digital data for faster financing access and better marketing analytics. MDEC provides government backing and SME network access, while Dattel operates and provides the technology platform. MyDataHub financing partners collectively have RM150 million available for disbursement.
• Khazanah Nasional BerhadcoreGTM or Marketing Partner · 1 January 2023Khazanah Nasional Berhad funds and brands the Kyouth program, a youth employability initiative targeting Malaysian youths aged 16–30 for digital marketing careers. Dattel operates the program, providing training, mentoring, and job placement. Khazanah provides the funding and strategic alignment with Malaysia's Advancing Malaysia strategy and Malaysia MADANI aspirations.
• Media Prima BerhadminorGTM or Marketing Partner · 1 January 2023Media Prima Berhad collaborated with Dattel Asia Group to host OHSEM360 2023, a conference for SME entrepreneurs showcasing AI and data marketing solutions. OHSEM360 2024 continued this collaboration.
• REV Media GroupcoreStrategic or Co-development Partner · 1 January 2022Dattel and REV Media Group partnered to create a self-service AI-powered platform helping SMEs use data-driven advertising. The platform integrates Voyager consumer intelligence into REV Ad Manager (RAM). REV Media Group's network of 30+ authority brands serves as a major distribution channel for Dattel's products. The partnership also includes joint events such as OHSEM360 and OHSEM ADS.
• EasyStoreminorStrategic or Co-development Partner · 1 July 2021Dattel and EasyStore launched #CelikDataEcommerce partnership in July 2021, aiming to empower 1,000 online businesses with actionable data analytics.
• UPLIFT Program PartnersminorGTM or Marketing Partner · 1 January 2021UPLIFT Malaysia & Thailand was a program from November 2020 to March 2021 aimed at helping SMEs become data-driven during the COVID-19 pandemic, featuring a RM50 million data fund. Multiple partners were involved in deploying this initiative.
• REV Marketing Partner NetworkminorChannel Partner/ Reseller/ DistributorREV Ad Manager connects advertisers with Malaysia's largest audience network of 30+ top authority brands. The network serves as a distribution channel for Dattel's AI-powered advertising tools.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• The Trade Desk: Global independent demand-side ad-buying platform. Comparable on the media planning & buying layer but does not offer proprietary first-party ASEAN consumer panels like Dattel's Voyager.
• InMobi: India-based global mobile ad-tech platform with deep APAC presence and AI-powered audience targeting. Overlaps with Dattel's consumer intelligence + ad-buying stack but operates at much larger scale and broader geographic footprint.
• SimilarWeb: Global digital intelligence platform providing web/app audience and consumer insights. Comparable to Dattel on the consumer intelligence layer but lacks the integrated ad-buying and ASEAN-specific panel depth.
• Kantar: Global consumer research and insights giant with significant APAC presence. Comparable to Dattel on the consumer intelligence and audience segmentation layer, though focused on enterprise rather than SME customers.

Direct peers

• Appier: Taiwan-headquartered AI marketing and ad-tech platform serving APAC enterprises and growth-stage businesses with AI-driven audience targeting, cross-channel campaign management, and predictive analytics — directly comparable to Dattel's Voyager/PersonaGPT/OHSEMads stack across APAC.
• Affle: Singapore-headquartered mobile ad-tech and audience intelligence platform with strong India and APAC presence. Comparable as an AI-driven consumer intelligence + mobile advertising platform serving growth markets, similar in product architecture to OHSEMads.
• Milieu Insight: Singapore-based consumer intelligence and survey platform focused on Southeast Asia. Closest direct competitor in ASEAN-specific consumer panels and audience segmentation, serving similar enterprise and SME marketing use cases as Dattel.

Regional players

• Rakuten Insight: APAC-focused online consumer research panel provider. Comparable to Dattel's Voyager panel offering in adjacent APAC geographies (Japan-heavy), with overlapping customer profiles in enterprise market research.

Others

• MGID: Global native advertising platform that is itself a Dattel distribution partner. Comparable as a native ad network serving similar SME advertiser use cases, but without the proprietary consumer intelligence layer.
• REV Media Group: Malaysia's largest digital media publisher network (30+ authority brands) and a core Dattel partner/publisher. Comparable as a Malaysian ad-platform operator and adjacent in the same media value chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@dattelasiagroup
• LinkedInlinkedin.com/company/dattelasia
• Instagraminstagram.com/ohsemads.my
• TikToktiktok.com/@ohsemads.my?lang=en
• Xx.com/dattelasia
• Facebookfacebook.com/dattelasia

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dattel Asia