Yahoo and IMS Partner for Sales in Spanish-Speaking Latin America

What: Yahoo  has appointed IMS Internet Media Services (IMS) to help drive advertising sales in Spanish-speaking Latin America.
Why it matters: Yahoo recently closed its offices in Mexico and Argentina, but still wants to monetize the region's traffic. It continues to have a direct Latin American sales force in Brazil and Miami.

descarga (3)Yahoo has appointed IMS Internet Media Services (IMS), a joint venture with Sony Pictures Television and a digital marketing and communications company, to help drive advertising sales in Spanish-speaking Latin America. The partnership is not exclusive. Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic tells Portada that "Latin America remains an important region for Yahoo and we're dedicated to expanding our business in that market. We're excited to partner with IMS to help drive ad sales in Spanish-speaking Latin America inclusive of  Mexico and South America. We continue to have a direct sales force in Brazil and Miami supporting pan-regional clients."

According to Rodriguez, "this is a strategic partnership that allows us to focus on doing what we do best: driving value for advertisers by helping them engage with consumers online through the combination of data, we have unique insights from 165 billion daily data events, content leading news, sports, finance and lifestyle properties) and technology, including ad platforms - Yahoo Gemini and BrightRoll.  Yahoo Gemini is our marketplace for native advertising.

Yahoo drives value for advertisers in Latin America by helping them engage with consumers online through the combination of data, content and technology. Fusing valuable data insights from 165 billion daily data events, Yahoo provides high-value, high-performing solutions to help advertisers target, reach and engage relevant audiences.

We're excited to partner with IMS to help drive ad sales in Spanish-speaking Latin America inclusive of Mexico and South America. We continue to have a direct sales force in Brazil and Miami supporting pan-regional clients.

The core offerings IMS will provide on behalf of Yahoo to clients in Latin America include:

  • High-impact premium formats: includes Yahoo Homepage, along with leading news, sports, finance and lifestyle properties, for brand building and content marketing.
  • Audience display and video: leverage Yahoo’s rich data set and sophisticated targeting solutions to reach more relevant audiences across Yahoo sites and apps, and third-party inventory.
  • Native advertising through Yahoo Gemini: tap into the fast-growing native ad format to reach target audiences seamlessly across devices.
  • Programmatic advertising through BrightRoll: drive efficient programmatic buying to connect with consumers across ad formats and devices.

“We are delighted to partner with Yahoo, such an iconic digital player, throughout Spanish-speaking Latin America. Yahoo's premium content and data-driven audience solutions drive relevance for advertisers throughout the region,” said Gastón Taratuta, CEO, Founder and Partner for IMS.

Yahoo joins IMS’ roster of international brand leaders such as Twitch, EA, Vevo, Foursquare, Twitter, Waze, Spotify and LinkedIn.


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.

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