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Ad tech outfit CtrlShift has announced that the country head of its Malaysia operations Serm Teck Choon will depart to form a new venture from April 2020.

Serm led CtrlShift operations, product initiatives, and strategic partnerships, both in Malaysia and regionally for more than four years.  He also served as the president of the Malaysian Digital Association (MDA).

He also helped launched AMP, a private marketplace for publishers, and helped inform the road map for CtrlShift’s The Hub, which recently integrated over-the-top (OTT) media to become a multi-channel, agnostic media management and optimisation platform.

"Serm’s dedication to CtrlShift and the industry over the past four years has been invaluable. We wish him well and look forward to hearing more about his next venture,” said Dominic Powers, the chief executive of CtrlShift.

“We have renewed our focus on The Hub as an enterprise advertising software that brings true efficiency, effectiveness and transparency to brands and agencies. Serm led the charge for Malaysia making it a key market for us, and that same focus will remain.”

Serm said: "I would like to take this opportunity to thank CtrlShift's founders and management for the support and the opportunities that they have provided me during the last four and a half years. I have truly enjoyed my tenure with CtrlShift, and it has been a fantastic journey for me.”

“Working with such a committed team has been truly rewarding and I believe there’s more to come from the team in the years ahead. It was a very tough decision for me to say goodbye to the CtrlShift family, but it is time for me to start a new journey. I have always been passionate about using technology to help businesses to transform, and I am excited to stay in this field with my upcoming venture.”