People - Culture - AdFlex - Leading MarTech Company in SEA

Mr TuPP – Pham Phuong Tu is currently the CEO of AdFlex – Technology Company with diversified products in the field of 2-sided marketplace. We were provided with a lot of interesting information about products & business activities at AdFlex, but now let’s approach AdFlex from a different perspective, through Mr. Tu’s narration about his career journey with AdFlex!

Before we get into the most interesting content, let’s have a few lines of “outline” of our special storyteller:

✔️Mr. Tu is the first Google Developer Expert in Cloud Computing in Vietnam, and so far is still one of the 5 Vietnamese technology experts who are Google Developer Expert.

✔️Although he is the CEO and is responsible for running the business, Mr. Tu is often the speaker for… technology events! (yes, because he is a technology expert ^^)

✔️He has developed and operated a series of large business systems in the fields of Digital Marketing, E-commerce, Big Data, AI, …

Click on each photo to know more about him, and if you are a candidate or are interested in AdFlex, Mr. Tu’s sharing will be very useful 😉

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FROM A TECH EXPERT TO A GENERAL MANAGER

Mr.Tu’s career as a C-level started in 2014, when he was Co-Founder and CTO (Chief Technology Office) at DYNO, a technology company specializing in big data and AI research. In 2017, DYNO was acquired by EWAY – the parent company of AdFlex and many other companies – and Mr. Tu concurrently served as CTO of both EWAY and AdFlex, before officially switching to the general manager journey and becoming the CEO of AdFlex from the end of 2021 to present.

When asked about the secret behind his rapid promotion, Mr. Tu just gently shared: “Instead of thinking about “how can I be promoted”, I often think about “how to develop the company”. In addition, I’m always ready to accept new challenges outside of my comfort zone to grow and earn more experiences.”

ADFLEX: ORGANIZATION & PEOPLE DEVELOPMENT

Although not the first to lay the foundation for AdFlex, Mr. Tu always apprehends and shares about the up-to-now journey of AdFlex development. Established in late 2012, AdFlex started with the CPI – Cost per Install Affiliate Marketing model and quickly became the Top Affiliate Network in Asia. During the period 2017 – 2021, AdFlex continuously developed business models in different fields, with up to 8 different business units. In the end, AdFlex has now become leaner with 3 main business products.

Mr. Tu shared that by each step ahead, AdFlex becomes more certain with a clearer vision and mission of the company. He sets the standard and expectation for AdFlex to become “a sustainable business with collective strength of talented people, high quality products and services”.

ADFLEX PEOPLE – PERSISTENCE, INTELLIGENCE, CONTINUOUS DEVELOPMENT

Mr. Tu always asserts: What makes him feel most attached to AdFlex is people.

AdFlex’s culture has always revolved around Commitment, Focusing on Results, and Innovation. With this culture, all Lexers understand their target clearly, allowing them to just run straight ahead and achieve one goal after another. He always shows his respect when talking about people at AdFlex and what everyone has gone through: “AdFlex had its ups and downs, but after each fall, people will rise again, with sharpened minds and readiness to face new challenges”.

Finally, as a message for the younger generations of AdFlex, Mr Tu shared that: “I hope you guys always have the spirit to accept challenges, and are ready to step outside of your comfort zone. When coming to AdFlex, you will not only have AdFlex, but also the connection with “the family” of the EWAY ecosystem. EWAY and its subsidiaries are always packed with talented people, great products and services, and potential customer relationships that can help AdFlex and yourself far more than you can possibly imagine.”

Have you heard of running ads on Facebook and Google? Then let AdFlex introduce you to a new advertising platform, Pushtimize. As an automated advertising platform, Pushtimize helps to quickly connect advertisers with millions of audiences at the same time, providing a variety of ad display types that allow in-depth targeting to the right customers, allowing maximum campaign optimization. Here are a few features of Pushtimize:

✔️Ad display on websites/platforms with nearly 15 MILLION TRAFFICS in Vietnam and Southeast Asia.

✔️Diverse types of ad display: Native Push, In-page Push, Native Ads, Automated Banner Ads System.

✔️Real Time Bidding (RTB): Real-time ad placement auction, bringing the opportunity to advertise in a beautiful location at an affordable price.

✔️Managing Director: Ms. Kim Chi “Iron Woman” – the talented Business Leader of Pushtimize.

2-SIDED MARKETPLACE at PUSHTIMIZE

As part of the AdFlex ecosystem, Pushtimize is also a product in the 2-sided marketplace. As an AUTOMATIC ADVERTISING PLATFORM, Pushtimize will be the intermediary that helps connect 2 client sides, including:

Advertiser: More than 2000 advertisers are businesses with the need to promote products and services in many fields on major websites/e-media in Vietnam and Southeast Asia.

Publisher: Pushtimize’s publishers are e-medias or websites with high quality and traffic volume in Vietnam and Southeast Asia, including some well-known partners such as Dan Tri, Tien Phong, Vietnam Economic Times, International Newspaper, Vietnam News Agency … and over 500 other quality Publishers.

PRODUCTS & BUSINESS MODELS

Pushtimize helps advertisers reach the right target audience using a variety of criteria, from common characteristics such as interests, geographical locations, … to deep optimization criteria such as website display options with the right traffic, detailed user identification by ID… Every status such as bidding, performance reports are updated in real time, allowing advertisers to both achieve their advertising goals and track each movement in real time during the advertising process. Various types of advertising includes:

• Native Push: Send advertising messages to the Notification/Notification section on the user’s device.
• In-page Push: Ads will appear in the corner of the website when audiences visit that website.
• Native Ads: Interstitial ad shapes with website content in different locations.
• Automated Banner Ads System: Distribute banner ads automatically on the page, with diverse sizes and content.

During the advertising process, the publishers will receive a worthy amount of revenue, based on the audience’s traffic or ad clicks, providing a significant source of income for website owners. If you own a website or have advertising needs, do not hesitate to contact Pushtimize!

PUSHTIMIZE PEOPLE: THE ARTISTS AND THE DISCIPLINED!

Pushtimize operates based on many functional departments such as Platform, Business Development, Marketing, Control, Support … which coordinate by the flexibility and responsiveness. Pushtimize’s culture allows employees to be flexible in working time,  boosting the creativity and openness of each individual, yet creating a natural commitment to the work goals. Mrs.Kim Chi, the leader of Pushtimize, once shared that: “There was a day when a storm was coming, I told my teammates to leave early at 5:00pm, yet by 6:00pm, no one had got up to leave the office. It was emotional seeing how dedicated they were.” Pushtimize’s discipline is also reflected in sports activities, when Ms. Kim Chi is a literal “Iron Woman” with special abilities in triathlon (a sport combined of swimming, cycling, jogging). With her guidance, the Pushtimize members encourage each other to participate in sports activities such as dancing, swimming, cycling… to maintain their fitness and model-like outlooks ^^

Also possesses the alcohol culture of AdFlex, but Pushtimize people choose to enjoy it through glasses of wine or cocktails in a calm space, then show their musical talent through high-class karaoke nights. Being disciplined artists is probably how Pushtimize became successful as it is today!

G1 – better known as “CPA” is probably AdFlex’s oldest business unit. Inheriting EWAY’s know-how and technology in the affiliate marketing business, CPA started out strong and stays relevant to the affiliate marketing industry, while continuing to affirm “The Leading Performance Marketing Solution” position, providing clients in the field of Mobile Games, E-commerce, Fintech, Entertainment, … with the best conversion marketing solution in Vietnam and SEA.

Started from CPI (Cost Per Install – revenue based on app installs) to CPA (Cost per action – revenue based on specific user actions), G1 CPA is the revolution in conversion marketing optimization, fulfilling even the most precise advertising objective. From the single “App Install” touchpoint, G1 CPA now provides the indepth conversion solution to various touchpoints such as “complete KYC”, “Create character”, “Purchase certain product”, …

1- Business model

AdFlex operates on a two-sided marketplace model, and G1 CPA is no exception. To be specific, G1 CPA will connect Advertiser and Publisher through the intermediary advertising networks & platforms (ad-network, agency, etc). Our stakeholders are:

– Advertisers: companies that own mobile apps/games, with a demand for user acquisition through advertising. G1 CPA will help them attract a number of users to perform the actions that the advertiser wants (For example, download the app, complete transaction, fill out the form, …), help the Advertisers get the right  clientele for the product.

– Publishers: agencies or web/app that have the right traffic. Publisher will earn commission for helping Advertiser reach end users.

2- G1 CPA People: Lean and Elite

Experiencing many ups and downs, from the difficult times with only tens of billions revenue to the peak of hundreds of billions, the team size of CPA is always at only 5-10 employees. Despite the small number, the people’s performance and capacity at CPA has always been elite, as the team continuously learns & challenges themselves in new roles and new projects, rather than limiting themselves to their original expertise. Like pressure creates diamond, this people strategy allows CPA to continuously generate extremely young and dynamic talents.

3- Culture: Commitment & Dedication.

CPA always upholds commitment, respects personal views, direct, and immediate.

Mr. Minh Duc, CPA’s BUD (Business Unit Director) emphasized: “The culture of “eating & playing” at CPA requires dedication, since the team will have cozy gatherings almost every weekend. With the indispensable catalyst of “fermented rice”, these are amazing opportunities for all employees to relieve stress, get closer, and share honestly with each other, thereby both improving the quality of their work while also helping bridging the gap from colleagues to teammates, brothers & sisters, and friends”

4- BUD’s systematic thinking and people development.

In order to drive the department to achieve such great results from time to time, it would be a loss not to mention leader of the CPA team. With a professional working style, the ability to clearly and structurally systematize documents, and the methodical training expertise, G1’s BUD can always support each and every team member to update their knowledge and skills in the most timely manner. This ability also enables G1 to recruit and develop various types of talent, whether you are a generalist or specialist, at the starting point of your career or during the specialization process in a field, you can always further develop at CPA!!!

At the last YEP 2021 event, G1 CPA was also honored with the EXCELLENT TEAM award with great achievements such as leading in growth of revenue and profit in 2 consecutive years. In addition, G1 CPA also achieved the highest growth rate of AdFlex in all 3 aspects: Revenue – Leadership – Increase of employee productivity.

Congratulations to AdFlex’s energetic young G1 CPA team and with the next post, AdFlex will introduce DaKapital – another business unit to everyone. Like and follow us to stay up to date with the amazing work we do here, at AdFlex!