Independent full-service media agency AdUnion has celebrated a decade in business, commemorating its early adoption of streaming TV and audio media in Australia, and its commitment to ad tech innovation.
The Melbourne-based agency, founded in 2016 by advertising executives Robert Ong and Adam Shalagin, has tripled its revenue since 2023 with its mission to build a more data-driven, measurable approach to media buying.
AdUnion pioneered the measurable performance of streaming TV in Australia by combining traditional channels with digital tracking and attribution.
Its next-generation approach helped to quickly build its client roster and win support from new publishers like Samsung, who chose the agency to demonstrate the effectiveness of its ad-supported streaming, along with challenger brands like More and Tangerine Telecom, retailers including Review, Black Pepper and Wild Secrets, and businesses across e-commerce, travel and financial services. Last year, News Corp also chose AdUnion to present results of its Tubi streaming service for more than 300 marketing executives at the launch event in Sydney.
One of its greatest achievements was the launch of AdMatch – its ground-breaking proprietary tech platform, which has transformed the streaming TV measurement and optimisation market by helping brands understand the return on streaming advertising investment for all streaming media, including TV, audio and outdoor.
The agency has been consistently recognised for its growth and innovation, with rankings on last year’s Australian Financial Review 2025 Fast 100, at number 26 and the fastest-growing agency in its sector; the Deloitte Tech Fast 50, at number 31; and SmartCompany’s Smart 50, as the eighth-fastest-growing SME in Australia and the top-ranked media agency.
AdUnion now continues to dominate national streaming media advertising and has expanded its leadership team and industry-leading data and tech capabilities. It works with a range of media partners, including Netflix, 9Now, 10Play, Disney, 7Plus, Kayo, Tubi, HBO Max, SBS On Demand, Binge, Paramount+, Prime Video, DAZN, Stan Sport, Listnr, Spotify and ARN, among others.
Commenting on the anniversary, AdUnion Co-Founder Adam Shalagin said: “Reaching 10 years in business is a milestone we’re incredibly proud of – it reflects the trust our clients have placed in us, the dedication of our team, and our commitment to continuing to lead evolution in a fast-changing industry.
“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.
“To succeed, we knew we had to be brave. 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. Sticking with that approach, and proving its commercial success for clients, has taken time, iteration and credibility. For an independent agency like us to grow, win clients and build proprietary tech like AdMatch over a decade shows that we’ve carved out a defensible niche and moved from start-up to an established, trusted partner.”
AdUnion Managing Director Robert Ong added: “When we started AdUnion, we were both frustrated with how traditional campaigns were managed. We knew the real barrier to streaming TV adoption wasn’t access – it was proving it works. That mentality has underpinned all our work over the past decade, as we continue to specialise in delivering impactful media campaigns to build brands and produce results.
“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. The continued growth of both our client base and our team of data and technology specialists is demonstrative of the importance of streaming to effective media strategies, and the success of AdUnion in reframing TV as both a brand and performance channel.”
Visit https://adunion.com.au
