DAAT

What DAAT does

DAAT (Digital Advertising Association of Thailand), legally the Digital Advertising Association (Thailand), is a Bangkok-headquartered non-profit industry association founded in 2012 to unify and professionalize Thailand's digital advertising sector. It operates a four-part portfolio: (1) the DAAT Score certification, a secure online closed-book examination across nine digital advertising domains with 90 randomized questions over a 180-minute limit, priced at 800-1,500 THB depending on candidate category; (2) the DAAT Digital Ads Spending Report, an annual and mid-year industry expenditure report co-published with Kantar Thailand since 2013; (3) DAAT DAY, a flagship annual conference (e.g., DAAT DAY 2025 on 14 August 2025 at BITEC Bang Na with ~500 attendees) featuring multi-tier Title/Gold/Silver/Bronze sponsorship; and (4) a two-tier Membership Program (Agency Member at 20,000 THB/year with voting rights and General Member at 10,000 THB/year) providing PR access, job board privileges, exam discounts, and exclusive member meetups.

DAAT's go-to-market is community-led, with acquisition driven through its website (daat.in.th), Facebook presence (@daat.digital), industry events, and a member self-enrollment channel. Revenue mechanics are diversified across recurring subscription-style membership dues, transactional exam and event-ticket fees, and episodic event sponsorship income. The customer base spans advertising agencies, brand owners, digital marketing professionals, and educational and governmental bodies in Thailand, with no disclosed international footprint outside the domestic market.

Leadership is provided by an elected committee under a rotating president; Sorada Sonprasit (CEO of Publicis Groupe Thailand) was appointed President effective 21 April 2026, succeeding prior leadership. The organization does not have external investors, a parent entity, or disclosed subsidiaries, and operates from a single office on Sukhumvit Road in central Bangkok.

Name

DAAT

Legal name

Digital Advertising Association (Thailand)

Website

https://daat.in.th

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Membership Fees: Annual membership subscriptions from Agency Members (20,000 THB/year) and General Members (10,000 THB/year). Members receive voting rights, news access, PR via DAAT network, job ad privileges, seminar discounts, exclusive meetups, and DAAT Score exam fee discounts.
2. DAAT Score Examination Fees: Revenue from certification exams: 1,500 THB per person for general public/companies, 1,250 THB for DAAT members, 800 THB for education sector organizations. Corporate exams require minimum 20 participants.
3. Event Tickets and Sponsorships: Revenue from DAAT DAY 2025 event tickets (500 THB per person) and sponsorship tiers including Title Sponsor, Gold, Silver, and Bronze sponsors with various branding and speaking opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

DAAT is Thailand's official digital advertising industry association, founded in 2012, that operates a tiered annual membership program for agencies and brands, administers the DAAT Score certification exam for digital advertising knowledge, publishes Thailand's Digital Advertising Spending reports in partnership with Kantar, and hosts the annual DAAT DAY industry conference.

Product overview

DAAT (Digital Advertising Association of Thailand) operates as a non-profit industry association rather than a product company. Its portfolio consists of four interconnected offerings: (1) DAAT Score — a standardized digital advertising knowledge certification exam; (2) DAAT Digital Ads Spending Report — an annual/mid-year industry expenditure report published with Kantar since 2013; (3) DAAT DAY — an annual flagship conference (e.g., DAAT DAY 2025 on 14 August 2025) featuring dual-stage sessions on digital advertising trends, attention metrics, and marketing effectiveness; and (4) a Membership Program with Agency and General tiers providing industry networking, PR access, and educational privileges. Together these form a knowledge-standardization and industry-reporting ecosystem for Thailand's digital advertising sector.

Differentiator

Problem solved

Functional benefit

Products and services

• DAAT Score Certification Exam Standardized digital advertising knowledge certification exam covering 9 domains (Digital Marketing Strategy, Display & Programmatic, Performance Marketing, Search, Website & Mobile, Social Media, Data & Digital Measurement, E-commerce, Cyber Law & Ethics) with 90 randomized questions administered as a secure closed-book online test over 180 minutes; available to the general public, DAAT members, and educational institutions at tiered pricing.
• DAAT Membership Program

Quantifiable outcome

• Over 11 years of continuous industry leadership and member engagement
• +1 more outcomes

Segments3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

14 partnerships are on record, tiered flagship, core and minor.

• LINE MAN WongnaiflagshipGTM or Marketing Partner · 14 August 2025Title Sponsor of DAAT DAY 2025 conference held on 14 August 2025 at BITEC Bang Na. LINE MAN Wongnai is a major Thai super-app providing on-demand services. DAAT President Paruj Daorai and MD of On-Demand Services Dr. Werapong Goo participated as speakers at DAAT DAY 2025.
• DoubleVerifycoreGTM or Marketing Partner · 14 August 2025Gold Sponsor of DAAT DAY 2025. DoubleVerify is a media measurement and analytics platform. Speaker Jantra Khonrangde (Sr. Business Director Thailand) and Managing Director Chaivut Eiamvuthikorn (General Manager PHD) participated in sessions on attention measurement and AI-era marketing.
• AnyMind GroupcoreGTM or Marketing Partner · 14 August 2025Silver Sponsor of DAAT DAY 2025. AnyMind Group is a commerce enabler. Speaker Korakan Yamsattham (Head of D2C/eCommerce Enablement) and Kanon Vattanapayoongkul (GM Business Development I-dac Bangkok) participated in O2O synergy session.
• The Trade DeskcoreGTM or Marketing Partner · 14 August 2025Silver Sponsor of DAAT DAY 2025. The Trade Desk is an independent advertising technology platform. Speaker Waranist Thanapitwiwat (Co-Founder SHOPGENIX) and Mindy Wiriya Sarika (Client Services Director) participated in connected media sessions.
• TrueIDminorGTM or Marketing Partner · 14 August 2025Bronze Sponsor of DAAT DAY 2025. TrueID is a Thai digital media and entertainment platform.
• Data FirstcoreTechnology or Integration · 14 August 2025Showcase partner at DAAT DAY 2025. Data First is a data solutions company. Speaker Anan Teerabruranapong (Vice Executive Data & Innovation Director) and Moderator Paruj Daorai (DAAT President) participated in Global Digital Marketing Trends session.
• Winter EgencycoreGTM or Marketing Partner · 14 August 2025Partner agency at DAAT DAY 2025. CEO Eakchai Parichatikanon participated as speaker. Moderator of Connected to Win session featuring speakers from The Trade Desk, Unilever Thailand, and Publicis Groupe.
• Publicis Groupe ThailandflagshipStrategic or Co-development Partner · 14 August 2025Key strategic partner. New DAAT President Sorada Sonprasit is CEO of Publicis Groupe Thailand. Multiple Publicis Groupe executives participated as speakers including Kulathat Sombatsiri (Planning Director), Jenkanit Rujiramora (Chief Strategy Officer), and moderators.
• Dentsu Thailand (including PHD, dentsu X, Amplifi)coreStrategic or Co-development Partner · 14 August 2025Major agency partner. Multiple executives participated: Chaivut Eiamvuthikorn (GM PHD Thailand), Chanchai Pongsanan (MD Dentsu Amplifi), Thanita Chaiprasertkul (Associate Planning Director dentsu X), and Marut Piyapun (SEO Manager Amplifi).
• Starcom ThailandcoreStrategic or Co-development Partner · 14 August 2025Partner agency at DAAT DAY 2025. General Manager Pacharee Permvongusawa participated in DAAT Digital Advertising Spending Report session alongside Kantar, Dentsu, PHD, and I-DAC Bangkok.
• Effie Asia PacificcoreGTM or Marketing Partner · 14 August 2025Partner organization at DAAT DAY 2025. Managing Director Bee Hong CHUA spoke on Marketing Effectiveness in Action session.
• Brilliant & MillioncoreGTM or Marketing Partner · 14 August 2025Partner agency at DAAT DAY 2025. Multiple executives participated as speakers and moderators including Patsanun Jeenanat (Head of KOL business), Vibhu Harnvarakiat (Head of Strategy), and moderators for AI KOLs and CRM Automation sessions.
• I-DAC BangkokcoreStrategic or Co-development Partner · 14 August 2025Strategic data and digital agency partner. Kanon Vattanapayoongkul (GM Business Development) participated in Digital Advertising Spending Report session. Moderator for The Attention Loop session.
• Kantar ThailandcoreStrategic or Co-development Partner · 1 January 2013Kantar Thailand serves as DAAT's primary data partner for Thailand's Digital Advertising Spending reports. DAAT has collaborated with Kantar since 2013 to publish annual industry advertising spend data, including Mid-Year 2025, Full-Year 2023-2024, Mid-Year 2023, Full-Year 2022-2023, and Mid-Year 2022 reports. The partnership provides essential market intelligence for tracking Thailand's digital advertising industry growth.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• World Federation of Advertisers (WFA): WFA is the global body representing multinational advertisers on marketing and media policy, best practices, and industry research. Comparable as a higher-level industry association in the advertising space, though it focuses on advertiser-side rather than full-ecosystem representation.

Direct peers

• Mobile Marketing Association (MMA): MMA is a global industry association for mobile marketing that runs certifications, research, and industry events across multiple markets. Comparable to DAAT in providing industry-standard certification and research that supports mobile/digital advertising professionals.
• IAB Tech Lab: IAB Tech Lab develops technical standards and certifications (e.g., ads.txt, OpenRTB) for digital advertising globally. Directly comparable to DAAT's DAAT Score function in that it creates the standardized knowledge and technical frameworks that underpin the digital ad industry.
• Interactive Advertising Bureau (IAB): IAB is the leading US/global trade association for the digital advertising and marketing ecosystem, performing the same standards-setting, research publication, member certification, and industry event functions that DAAT performs for Thailand. Most directly comparable as a national-chapter-style industry body.
• 4A's (American Association of Advertising Agencies): 4A's is the US trade association representing advertising agencies with a focus on standards, member services, government advocacy, and industry events. Directly comparable to DAAT's agency-membership-centric model.
• ISBA (UK): ISBA represents UK advertisers and runs cross-industry initiatives, member events, and research in advertising effectiveness. Comparable to DAAT in member-driven industry representation and publication of authoritative industry research.
• Association of National Advertisers (ANA): ANA is the US association representing brand-side marketers and runs industry conferences, training, certifications, and research. Comparable to DAAT in providing member-based professional development, certification, and thought-leadership programming in advertising.
• Advertising Association (UK): The UK Advertising Association is a national trade body for the advertising industry covering agencies, brands, and media. Closely mirrors DAAT's role in representing the full digital advertising value chain in a single national market.

Regional players

• Japan Interactive Advertising Association (JIAA): JIAA is Japan's interactive advertising industry association that publishes Japan's internet advertising expenditure reports and runs industry events. Closest regional peer to DAAT in terms of running a national digital ad spending report in an Asian market.
• IAB Europe: IAB Europe is the European-level trade association for digital advertising with national IAB chapters across European countries. Comparable to DAAT as a regional/national digital advertising industry body running research, certification, and policy advocacy.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/daat.digital
• LinkedInlinkedin.com/company/digital-advertising-association-thailand

Revenue estimate

Valuation estimate

Number of profiles

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 DAAT