What TenMax Ad Tech Lab does

TenMax Ad Tech Lab is a Taiwan-headquartered, privately held digital advertising technology company founded in 2015 that operates a full-stack programmatic platform combining DSP, SSP, ADX, and DMP capabilities powered by big-data analytics and machine learning. The company serves a two-sided market: brand advertisers and agencies on the demand side, and publishers/media owners on the supply side, with an 800+ media-partner network spanning Taiwan, Vietnam, Malaysia, Indonesia, and Japan. Its product portfolio is organized around the OneMax unified advertising platform (including a CDP module and Google Analytics 4 integration), the RetailMax retail-media solution that lets retailers monetize first-party data and physical/digital media assets, the pDOOH programmatic digital out-of-home stack, and the AdNeon rich-media creative format suite featuring interactive formats such as carousels, store locators, slot machines, and immersive overlays. Publisher-side tools (PPStudio, Kuadio) and the GoGAN (Gojek Ad Network) co-developed with Indonesian super-app Gojek extend the offering into Southeast Asia.

The business model is enterprise B2B programmatic advertising: advertisers pay for ad placements, optimization, and creative services while publishers monetize inventory through the SSP/ad-exchange layer, with quote-based, multi-year enterprise contracts and no public rate card. Distribution is sales-led and direct, supported by an extensive content-marketing and thought-leadership engine (industry blog, white papers, MMA SMARTIES APAC and MARKies Singapore award recognition). Strategic technology integrations include Oracle's third-party data marketplace for audience targeting, Google Analytics 4, Looker Studio, Microsoft Fabric, and Google BigQuery for data-middleware and AI workflows, and Beacon technology for O2O retail-media activation. The company maintains a wholly-owned Vietnamese subsidiary (Ho Chi Minh City) to support regional expansion and is led by CEO Nathan Chu, with reported headcount of 11–50 and no disclosed funding or revenue.

Name

TenMax Ad Tech Lab

Legal name

TenMax Ad Tech Lab

Website

https://tenmax.io

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

TenMax Ad Tech Lab is a Taiwan-based ad-tech company operating a full-stack DSP/SSP/ADX/DMP programmatic platform. It serves brand advertisers and 800+ publishers across Taiwan and Southeast Asia via OneMax, RetailMax, pDOOH, and AdNeon products.

Ownership category

akta.pro rank

Product category

Ad Tech / Programmatic Advertising Technology

NAICS

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

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Marketing Technology, AdTech & MarTech Services (BPAFAAAN)

akta.pro secondary industries

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Programmatic Display & Retargeting (DSP) (MPAAACAE), Ad Tech for OTT (SSAI/CSAI, Ad Decisioning, Measurement) (MPAHAJAG)

Keywords

• Programmatic advertising platform
• Digital ad technology
• Retail media network
• Rich media advertising
• Demand-side platform

Headquarters

HQ city

Taipei

HQ country

Taiwan

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Programmatic Advertising Platform Fees: Revenue generated from providing programmatic advertising technology infrastructure to advertisers and publishers. Advertisers pay for ad placements while publishers monetize their inventory through the platform's SSP and ad exchange capabilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

TenMax Ad Tech Lab operates a full-stack digital advertising technology platform that integrates DSP (Demand-Side Platform), SSP (Supply-Side Platform), ADX (Ad Exchange), and DMP (Data Management Platform) capabilities. The company provides programmatic ad buying, cross-device audience targeting, rich media creative formats, programmatic digital out-of-home (pDOOH) advertising, and retail media solutions to brand advertisers, agencies, and publishers across Asia Pacific markets including Taiwan, Vietnam, Malaysia, Indonesia, and Japan.

Product overview

TenMax Ad Tech Lab is a Taiwan-based digital advertising technology company that operates a platform-plus-modules architecture built around its core advertising ecosystem spanning the full DSP, SSP, ADX, and DMP stack. The platform is anchored by OneMax — a unified advertising platform integrating CDP and Google Analytics 4 for data-driven optimization — and RetailMax, a retail media solution enabling retailers to monetize first-party data and media inventory. The product portfolio further includes pDOOH for programmatic digital out-of-home advertising, and AdNeon as a creative rich media ad format toolkit with interactive formats like carousels, countdowns, store locators, and immersive overlays. Publisher-side tools (PPStudio, Kuadio) complete the offering for media monetization. The company also developed GoGAN, a cross-media advertising platform with Indonesian unicorn Gojek, extending its reach into Southeast Asian markets.

Differentiator

Problem solved

Functional benefit

Brands

• AdNeon: Creative multimedia advertising platform featuring innovative ad formats including rich media, interactive formats, and creative advertising solutions
• RetailMax
• OneMax
• pDOOH
• PPStudio
• Kuadio

Products and services

• OneMax A unified digital advertising platform that integrates CDP (Customer Data Platform), Google Analytics 4, and audience targeting capabilities. OneMax serves as the central hub for data-driven ad optimization across multiple channels for advertisers and agencies in Asia Pacific.
• RetailMax A retail media solution that helps retailers combine first-party customer data with media inventory, enabling them to monetize their digital and physical media assets while providing advertisers with precise in-store and out-of-store ad targeting capabilities.
• pDOOH (Programmatic Digital Out-of-Home) A programmatic digital out-of-home advertising solution that enables automated, data-driven DOOH ad buying across screens in retail, transit, and urban environments, with real-time audience targeting, Beacon integration, and dynamic creative optimization capabilities.
• AdNeon A one-stop creative rich media ad format tool offering interactive and visually engaging ad formats including carousels, countdowns, store locators, slot machines, immersive overlays, and video-based placements for brand campaigns across desktop and mobile.
• GoGAN (Gojek Ad Network) A one-stop cross-media advertising platform developed in exclusive partnership with Indonesian unicorn Gojek, combining Gojek's first-party user insights and AI computation capabilities with TenMax's advertising technology expertise for targeted ad delivery across Southeast Asian markets.

Quantifiable outcome

• Rich Media ads with interactive elements achieve approximately 10% click-through rates
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability7 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• GojekcoreStrategic or Co-development PartnerExclusive strategic partnership with Indonesian unicorn Gojek to jointly develop GoGAN (Gojek Ad Network), a one-stop cross-media advertising platform leveraging Gojek's first-party user insights and AI computation capabilities combined with TenMax's advertising technology expertise.
• OraclecoreTechnology or IntegrationIntegration with Oracle's third-party data marketplace, providing access to Oracle's data marketplace for enhanced audience targeting capabilities and international advertising exchange connectivity.
• IAB Tech LabminorStrategic or Co-development PartnerActive membership and participation in IAB Tech Lab initiatives for digital advertising technology standards and interoperability.
• Mobile Marketing Association (MMA)minorStrategic or Co-development PartnerActive membership in MMA APAC contributing to mobile marketing industry development and standards.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• PubMatic: Independent programmatic SSP and ad technology provider across display, video, and mobile. Comparable as an SSP/ad exchange competitor addressing the same publisher monetization use case TenMax's PPStudio and Kuadio products serve.
• The Trade Desk: Global independent DSP offering programmatic media buying across display, video, audio, and CTV. Comparable as a DSP competitor in TenMax's display and video programmatic value chain, though serving a much broader global client base.
• Magnite: Largest independent SSP for CTV and video inventory globally. Comparable as a major SSP/ad exchange counterpart that TenMax's publisher-side stack competes with for media owner relationships and inventory monetization.
• Google Ad Manager: Google's unified ad exchange/platform combining the former DoubleClick Ad Exchange and DFP. The dominant ad exchange and SSP globally; competes head-to-head with TenMax's ADX/SSP for publisher inventory and advertiser demand.
• Criteo: Global commerce media and retargeting platform operating DSP and SSP capabilities. Comparable in the retargeting/display programmatic space and as a competitor for retail-media-driven ad budgets that TenMax's RetailMax targets.
• Viant Technology: Independent people-based DSP and ad technology company offering programmatic buying and a household-level data platform. Comparable in the DSP/audience-targeting value chain where TenMax competes for advertiser spend.

Emerging players

• AdAsia Holdings: Asia-focused digital advertising and ad tech company serving brands across APAC with programmatic and influencer marketing solutions. Comparable as a regional peer targeting similar advertisers in Southeast Asia with overlapping programmatic capabilities.

Direct peers

• Appier: Taiwan-headquartered AI-focused ad tech and marketing cloud platform serving advertisers across APAC. Directly comparable as a regional full-stack AI-driven ad platform with cross-device targeting and analytics, operating in overlapping markets (Taiwan, SEA, Japan).
• Smartly.io: Programmatic creative and media buying platform with strong APAC presence, focused on social and display automation. Comparable as a B2B ad tech platform with creative automation and cross-channel campaign management similar to AdNeon and OneMax.
• Vpon Holdings: Asia-focused ad tech company specializing in data-driven mobile and cross-border advertising with strong Taiwan/SEA presence. Comparable as a regional programmatic ad tech with similar market geography and DSP-style audience targeting capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/tenmax.io
• LinkedInlinkedin.com/company/tenmax

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 TenMax Ad Tech Lab