We are excited to feature Tinee Cruz, Senior Sales Director, Philippines at DoubleVerify, in our Speaker Interview series. As our previous speaker at The MarTech Summit Manila in July 2024, Tinee brought invaluable perspectives to the fireside chat AI-Powered CRM: Revolutionising Customer Engagement and Retention. With more than a decade of experience across marketing, media, and sales—and a career spanning agencies, brands, publishers, and platforms—Tinee is known for her forward-thinking approach to digital engagement.
This year at The MarTech Summit Manila, 2 July 2025, we’re excited to build on themes Tinee explored in her session, with forward-looking discussions such as:
- [AI & Personalisation] Next-Level Customer Relationship Management: Personalisation in the Digital Era
- [CRM] Elevating Customer Relationships with Advanced CRM Strategies & Tools
About DoubleVerify
DoubleVerify is a leading software platform for digital media measurement and analytics. Its mission is to make the digital advertising ecosystem stronger, safer, and more secure by ensuring that ads are viewable by real people, in safe environments, and within the intended geography. Through cutting-edge verification, measurement, and performance solutions powered by AI, DoubleVerify enables brands to build trust, maximise ROI, and deliver better business outcomes across all digital channels.
Quick Q&A with Tinee Cruz
Could you please give us a quick introduction of yourself and your role at DoubleVerify?
I am Tinee Cruz — I have more than a decade of experience across marketing, media, and sales, and my career spans the entire advertising spectrum, from agencies and brands to publishers and platforms.
For DoubleVerify, a global frontrunner in digital media quality & verification, I lead the Philippines market as its Senior Sales Director. I drive DoubleVerify’s business growth in the Philippines by leading strategic partnerships with advertisers, agencies, and platforms. I work closely with marketing leaders to integrate verification, measurement, and AI-driven performance solutions into their media strategies—ensuring brand safety, campaign efficiency, and attention-based results.
From your perspective, how has AI changed the way brands approach customer engagement and retention today?
AI has made personalisation both scalable and precise. What used to take months of testing and segmentation can now be done in real-time – with smarter reach, faster feedback loops, and content that actually resonates.
In digital media, this means brands can now optimise campaigns on the fly, not after the fact. Tools like Scibids allow for real-time, AI-powered bid adjustments based on performance signals—helping stretch budgets while hitting custom KPIs. On the measurement side, AI enhances brand safety and contextual classification, allowing brands to confidently control where their ads appear.
Overall, AI brings speed, intelligence, and accountability to digital campaigns—so brands are not just reaching more people, but are also doing it in smarter, safer, and more effective ways.
What are some key ways predictive analytics has reshaped how companies identify and connect with high-value customers?
Predictive analytics empowers marketers to look forward. Instead of relying solely on historical data, brands can now anticipate which audiences are most likely to convert, engage, or become long-term customers. This foresight allows teams to allocate budgets more efficiently and design more thoughtful strategies around consumer reach, messaging, and even channel mix.
Importantly, it also strengthens campaign quality and helps marketers focus on verified, high-quality inventory and optimise in-flight campaigns for attention and performance—ensuring brands are connecting with real people in suitable environments, not just reaching impressions.
What strategies do you recommend for ensuring fairness, transparency, and privacy in AI-driven customer interactions?
The starting point is a mindset grounded in accountability. That means using AI not just as a performance tool but also as a partner in maintaining ethical marketing practices. One key strategy is to ensure that data inputs are inclusive and representative, helping to reduce bias in algorithms and outcomes.
Transparency also comes from visibility. Brands should demand clarity across the media supply chain—from where ads are running to how audiences are being reached. This includes partnering with platforms that can provide unbiased, independent measurement and verification.
Lastly, privacy must be treated as foundational, not optional. Building trust with customers requires clear consent protocols and a commitment to protecting personal information at every step of the journey.
Looking ahead, what emerging trends in AI, media quality, or digital ad measurement are you most excited about in helping brands drive better performance, transparency, and accountability in their campaigns?
I am excited about AI-powered creative optimisation and contextual intelligence—especially as they evolve in digital media. We are now seeing technology that can adapt messaging based on tone, context, or sentiment, all while maintaining user privacy.
What feels like a game-changer is the shift toward intent-aware media strategies—going beyond reactive ads to predictive, real-time decision-making. It is not just about reaching people anymore—it is about reaching them in the right mindset, at the right moment, on the right platform.
That is how we move from just measuring impressions to actually driving meaningful, accountable performance.
Join Us at The MarTech Summit Manila 2025!
In-Person | Fairmont Makati | 2 July 2025
This year, The MarTech Summit is thrilled to return to Manila, a key hub in Southeast Asia’s digital economy. Taking place on 2 July 2025 at Fairmont Makati, the summit brings together regional industry leaders and innovators to explore the latest in MarTech trends and technologies.
Having been successfully held across Asia—including Singapore, Hong Kong, Thailand, and Indonesia—this English-speaking summit will feature panel discussions, fireside chats, and keynotes, empowering attendees to shape future marketing initiatives and drive sustainable growth.
This exclusive platform offers CMOs, Heads, Directors, and other senior professionals the opportunity to network, gain fresh insights, and stay ahead in the rapidly evolving MarTech landscape.
➡ Register now! https://themartechsummit.com/manila-registration
➡ Interested in becoming a partner? Don’t hesitate to get in touch with us at sponsor@themartechsummit.com.
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Last updated: April 2025
