RedMas buys Kontextua, expands into In-Text and In-Image Advertising

Grupo Cisneros’s digital unit RedMas just announced that it is acquiring Buenos Aires, Argentina headquartered Kontextua. RedMas will invest $2 million in Kontextua to develop new digital advertising platforms and extend the online network's reach in Chile, Mexico, Brazil, Colombia, and in the U.S. Hispanic market.

Kontextua was founded two years ago by German Herebia and Carlos Cordoba and developed into an innovative online advertising platform for the creation and commercialization of unexploited online advertising real estate, with emphasis on in-text advertising as well as in-image advertising options. Kontextua has more than 12,000 Spanish- and Portuguese-language affiliated sites, reaching over 60 million unique viewers. Kontextua’s technology scans website content, recognizing texts and images that can serve as anchors for contextual advertising. Advertisers can then select from a variety of content categories or key words related to their products or services, and advertise with various audience segments.

With the acquisition,Mr. Herebia, co-founder of InZearch, and Mr. Cordoba, co-founder of ePlanning, join the Cisneros Group’s digital management team.

"Latin America’s $2.5 billion digital advertising market is growing at an accelerated rate of 15 to 20 percent annually. With Internet penetration at only 35% in the region, this market holds vast potential for RedMas," says Cisneros Group’s Chief Digital Officer Victor Kong. "The acquisition will not only contribute revenue to the Cisneros Group’s other sites, but it will also complement its business strategy of focusing on digital advertising, e-commerce, and social gaming."

“We are pleased to be part of an organization with a clear digital vision, and to be at the forefront of the expansion of its online advertising businesses in the region as part of the RedMas brand,” says Mr. Herebia.


Trackback from your site.

Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

Miami Tech Investors Provide LatAm Entrepreneurs with Path to Growth

We sit down with Raul Moas, the managing director of Accelerated Growth Partners (APG), a Miami-based angel investor network that provides capital to entrepreneurs in Miami, to discuss the city’s exciting startup scene, and how it has fostered the growth of Latin American businesses.


Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

Ad-Tech Play The Trade Desk IPO’s at Higher than Expected Price

California-based ad tech company The Trade Desk, Inc. has officially gone public on The Nasdaq Stock Market.The Trade Desk debuted on the Nasdaq at US$28.75 as opposed to the company’s US$16-to-US$18-per-share projection.


How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

How Brands Can Use Fan-Generated Video Content in Sports Marketing Campaigns

Sports marketing experts talk about what self created fans’ video content represents to them, at Portada’s Hispanic Sports Marketing Forum, held in New York on September 14.