Microsoft Expands LatAm Programmatic Deal with AppNexus, Medula Networks to Take Over Direct Sales

What: Microsoft will be increasing its use of AppNexus' publisher suite for programmed ads, expanding from 39 to 58 global markets, many in LatAm. Microsoft Advertising, which used to have a relatively big panregional sales presence out of Fort Lauderdale, FL, will be outsourcing direct sales to Medula Networks, except in Brasil, where they are handled by AOL, and Mexico (Prodigy-MSN).
Why it matters: The announcement means Microsoft is exiting the Latin American market from an ad-sales perspective.

EfWdfyI3_400x400 zAoSLQcc_400x400Through the expansion of the programmatic deal between Microsoft and AppNexus, the latter will become Microsoft's exclusive technology and programmatic sales partner in Bolivia, Costa Rica, the Dominican Republic, El Salvador, Guatemala, Honduras, Paraguay, Uruguay, and Venezuela. AppNexus will exclusively represent and be the ad tech platform (programmatic) for Microsoft display and Microsoft app-based ad inventory on MSN, Outlook, Skype, and Xbox, as well as third-party Windows, Windows phone, and Xbox apps inventory within these markets. Direct Sales, panregionally and in all local markets but in Brazil and Mexico (Prodigy/MSN), will be taken over by Medula Networks. Microsoft Advertising's panregional sales team will be dismantled. AppNexus will work with Medula Networks local sales units to direct Microsoft ad inventory in Argentina, Chile, Colombia, Ecuador, Peru and panregionally out of Miami.

AppNexus bought Real Media Latin America as a part of its Latin American expansion effort in June of this year.

Microsoft Advertisings panregional direct sales team out of Fort Lauderdale will be dismantled.

Expansion of Programmatic Deal to the rest of LatAm

In July, Microsoft Advertising announced that it will outsource its direct advertising sales to Verizon/AOL in most major global markets, including Brazil, and use direct sales and AppNexus in Spanish-speaking Latin America. The latest announcement expands the amount of Latin American countries where AppNexus will be selling programmatically and puts an end to Microsoft Advertising's direct sales efforts in Latin America. Microsoft Advertising's pan regional direct sales team out of Fort Lauderdale, FL, will be dismantled.


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

RPA Wins Back Honda Media Account, Orci Continues with Multicultural Creative

RPA Wins Back Honda Media Account, Orci Continues with Multicultural Creative

Agency RPA has regained American Honda US$600 million media account.The Honda media assignment is returning to RPA after four years.


Yahoo to Change Name to Altaba, Mayer to Leave Board

Yahoo to Change Name to Altaba, Mayer to Leave Board

Yahoo will be renamed Altaba Inc. following Verizon's US$4.83 billion acquisition of the company.Marissa Mayer is stepping down from Yahoo's board after the closing of its deal along with 5 other directors.


OTT Monetization: What Hulu, Pongalo and VidaPrimo are Betting on for 2017

OTT Monetization: What Hulu, Pongalo and VidaPrimo are Betting on for 2017

As video marketing takes over a very substantial part of the overall (digital) marketing space, we spoke with Stephen Brooks, EVP and GM, VidaPrimo; Rich Hull, Executive Chairman Pongalo and Peter Naylor, SVP Ad Sales at Hulu about both the OTT subscription and ad-monetization market.