MediaDonuts rebrands to Aleph as APAC strategy takes shape

Digital advertising player MediaDonuts has officially rebranded as Aleph, aligning with the global network’s push to consolidate its presence across Asia Pacific (APAC) and sharpen its digital transformation efforts.

The rebrand follows Aleph’s acquisition of Entravision’s digital advertising business in mid-2024, a move that strengthened Aleph’s foothold in the region. MediaDonuts, which has been a key player in APAC’s digital ad scene, will now operate under the Aleph brand to provide unified access to the company’s global media, payments, and education capabilities.

With APAC now integrated into Aleph’s global network, advertisers and platforms will benefit from a unified ecosystem of media partnerships, payment infrastructure, and educational initiatives designed to help brands scale efficiently across diverse markets.

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Aleph said the rebranding also brings deeper local expertise, tighter publisher relationships, and sharper data-driven tools tailored to the region’s unique digital landscape.

The company added that it will continue to invest in technology and expand platform partnerships to meet the evolving needs of brands in APAC. Today, Aleph operates in more than 150 markets, backed by over 60 exclusive partnerships, a client base of 26,000 advertisers, and a team of 1,500 globally.

“Becoming one unique brand under Aleph represents a strategic outcome for our partners and clients, reflecting the significant potential that lies ahead under the broader umbrella of Aleph. With APAC’s emerging markets, Aleph enhances its competitive positioning in the region while we in turn bank on Aleph’s global scale. I am pleased to be part of this exciting new chapter,” said Pieter-Jan de Kroon, managing director of Aleph in APAC.

In tandem, Gastón Taratuta, CEO and founder of Aleph Group said, "By fully consolidating our APAC operations under the Aleph brand, we are achieving a new level of strategic alignment between global digital media platforms and the region’s vast opportunities. This unified identity is a unified vision serving clients and partners. It underscores our commitment to continuous innovation and ensures that the unique demands and immense potential of APAC directly contribute to, and benefit from, our overall global leadership."

Aleph’s move comes amid a wave of rebrands in the media space. Most recently, WPP retired the GroupM name and unveiled WPP Media, a fully integrated, AI-powered media company designed for the next wave of marketing.

The rebrand consolidates WPP’s media, data, and production capabilities under one operating model, supported by WPP Open, its proprietary AI-driven marketing platform. Mindshare, Wavemaker, and EssenceMediacom will continue as agency brands under WPP Media, working with clients through dedicated teams now connected by shared infrastructure and a £300 million annual AI investment.

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