The advertising technology (adtech) landscape in the Philippines is undergoing rapid transformation, driven by the country’s fast-growing digital economy and one of the world’s most active online populations. Moreover, advertisers are leaning heavily on programmatic platforms, AI-driven tools, and omnichannel strategies to reach increasingly fragmented audiences.
At the same time, local players and global partners are shaping a more competitive ecosystem, while new regulations—such as the digital services tax—signal efforts to create a fairer, more accountable industry. Together, these shifts are positioning the Philippines as one of Southeast Asia’s most dynamic emerging adtech markets.
Amidst this ongoing shift in the industry, MARKETECH APAC has recently concluded its Advertising Technology Asia: Philippines 2025 inaugural conference which happened at Shangri-La The Fort, Manila.
Centering on both local market dynamics and global innovations, the conference presented a comprehensive program designed to equip brands and agencies with the tools to unlock the full power of advertising technology.
Sessions during the morning part were focused on topics revolving around multi-channel advertising, creative campaigns, and omnichannel advertising–ranging from how automated digital production streamlines processes to the role of tech, data, gaming and new media in the future of adtech.
Speakers for the morning sessions included:
- Jose Rafael Del Rosario, OIC-Chief Commercial Officer at AdSpark
- Melissa Henson, Chief Marketing Officer at AIA Philippines
- Carlo Flordeliza, Chief Marketing Officer at Kindred Health Inc.
- James Parker, Head of APAC at LoopMe
- Anthony Louis Guanzon, Chief Marketing Officer at Malayan Insurance
- Raffy Bariso, Chief Synergy Officer at MullenLowe TREYNA
- Ace Ballesteros, AVP, Creative Content at Nestlé
- Sue Ann Malig-Nolido, Country Head at Prodigious
- Wence Wenceslao, Senior Global Digital Lead – Beauty & Wellbeing at Unilever
Meanwhile, sessions in the afternoon focused on DOOH and artificial intelligence–which topics include bringing interactive campaigns and immersive experiences to life with DOOH and how brands can navigate the evolving media landscape.
Speakers included:
- Gracie Dar Santos, Head of Corporate Communications – Market Management at Allianz PNB Life Insurance Inc.
- D’Artagnan Aguilar, Chief Marketing Officer at CIMB Bank Philippines
- Angeline Angeles, Marketing Director at GoTyme Bank
- Phil Tiongson, Head and General Manager for Data and Strategy at HAVAS Ortega
- Joepy Jean Libo-On, Brand Marketing Head at HONOR Philippines
- Sol Romero, Head of Paid Media at L’Oréal
- Samantha Manuel, Group Director of Digital Marketing and Reputation Management at Megaworld Hotels and Resorts
- Norman Davadilla, CEO at Moving Walls Philippines
The event also featured roundtable sessions, where attendees discussed key advertising topics with fellow professionals, gaining perspectives from exchanging experiences. The moderators and their respective topics in these sessions include:
- Pocholo Garcia, Head of Digital and E-Commerce at Malayan Insurance (Ad Effectiveness)
- Dirk Benedict Ojeda, Senior Digital Marketing Manager at Security Bank (Artificial Intelligence)
- Rovelyn Feliciano, General Manager at RBF Enterprises (Contextual Advertising)
- Rafael Luis Casas, AVP, Content Studio & Production at Nestlé (Creative Automation)
- Kyle Ussher, Regional Account Manager at MARKETECH APAC (CTV Advertising)
- Aries Balanay, Creative Strategist/Director at Folium Multimedia Production (DOOH)
- Billy John Nacis, FMCG Marketing Solutions Lead at MetroMart Philippines (Mobile Advertising)
- Maivel Parra-Uycoco, AVP Sales and Channels Marketing Department Head at Bank of the Philippine Islands (Native Ads)
- Edsel Misenas, Creative Account Head at ABS-CBN (Omnichannel Advertising)
- Aila Mendoza, Performance Marketing Lead at GoTyme Bank (Programmatic Advertising)
- Gian Carlo Vizcarra, Director – Client Success and Marketing at AdSpark (Contextual Ads)
- Adolfo Aran Jr., Senior Director, Corporate Marketing & Communications at National University – Philippines (Sustainable Advertising)
The Advertising Technology Asia Philippines 2025 conference was made possible by sponsor LoopMe, as well as event partners AdSpark and Globe Business.
The conference was attended by 128 delegates, representing brands and agencies such as ABS-CBN, Belmont Hotel Manila, Canon Marketing (Philippines), CHG Global, Clark Development Corporation, Colgate Palmolive, DM Wenceslao Group, Generali Philippines, Gigil Advertising Agency, GMA Network Inc., Ideascape MNL, Innity Philippines Inc., IPG Mediabrands, Isla Petroleum & Gas Corporation, Manila Bulletin, MAP Active, McCann Worldgroup Philippines, Newport World Resorts, Oddefy Agency, Propel Manila, Robinsons Supermarket Inc (Department Store), Santé International Inc, Science Park of the Philippines Inc., TBWA\SMP, and TV5, amongst others.
