Robert Ong and Adam Shalagin. Credit: AdUnion
Melbourne streaming media agency AdUnion has marked a decade in business, having tripled revenue since 2023 on the back of early bets on streaming TV and a proprietary ad tech platform.
Founded in 2016 by Robert Ong and Adam Shalagin, the independent full-service agency built its model around streaming and measurable TV performance before either became mainstream in Australia.
Clients include Samsung, News Corp's Tubi, Tangerine Telecom, and retailers Review, Black Pepper and Wild Secrets.
AdUnion ranks 26th on the AFR's 2025 Fast 100, 31st on the Deloitte Tech Fast 50, and 8th on SmartCompany's Smart 50, the top-ranked media agency on that list.
Central to its growth is AdMatch, a proprietary platform that measures return on streaming advertising investment across TV, audio and out-of-home.
Co-founder Shalagin said the milestone reflected client trust and a decade of iteration.
"When we launched AdUnion, it was at a time when advertising was going through a major shift: traditional TV and radio were losing dominance, digital platforms were taking over, and measurement expectations were rapidly evolving," Shalagin said.
"Our whole model was a bet on the future - we built it around streaming, high-impact media buying and measurable TV performance before it became mainstream in Australia."
Ong said the agency's founding frustration with traditional campaign management drove its focus on proof of performance.
"We knew the real barrier to streaming TV adoption wasn't access, it was proving it works," Ong said.
"Over the past 10 years, we've watched streaming become the mainstay of media consumption in Australia, and we're proud to have been one of the earliest movers in this space."
AdUnion works with media partners including Netflix, Disney, Spotify, Stan Sport and Prime Video.
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