What: HiMedia Group, a Paris based public online media and e-commerce company and Giuliano Stiglitz, former CEO of Orange Advertising Americas, have partnered to create Latam Digital Ventures, a new company dedicated to create and buy digital media businesses in Latin America and the U.S. Hispanic market.
Why it matters: The first transaction of the newly formed Group, though its subsidiary Primia.Digital, has been the acquisition of the assets of Orange Advertising Americas from France Telecom. Orange Advertising Americas employees in Miami and Latin America will be part of the new company, not so Starmedia’s editorial team.
HiMedia Group, a Paris based public online media and e-commerce company and Giuliano Stiglitz, former CEO of Orange Advertising Americas, have partnered to create Latam Digital Ventures, a new company dedicated to create and buy digital media businesses in Latin America and the U.S. Hispanic market. Stiglitz tells Portada that Himedia has a majority stake in the holding but that he has a substantial amount of share and will function as CEO of the new holding for the foreseeable future.
The first transaction of the newly formed Group has been the acquisition of the assets of Orange Advertising Americas from France Telecom. Orange Advertising Americas employees in Miami and Latin America will be part of the new company, not so Starmedia’s editorial team, Stiglitz says. He adds that “we are taking over all the Orange Advertising employees except the editorial team of Starmedia.” In terms of the digital properties represented by Primia.Digital, Stiglitz notes that “we will announce new properties in the coming weeks meanwhile we will take over all the former Orange Advertising properties.” “In addition to Primia.Digital, we plan to launch two more companies this year. Our goal is to provide solid digital advertising solutions for the Latin American region,” stated Giuliano Stiglitz, CEO of Latam Digital Ventures.
Stiglitz says that Primia.Digital can’t be described by a specific label: “We are no longer an ad network, we haven’t been for a while. We will offer agencies and brands the quality and results they are looking for whether they are buying premium inventory or are more focused on programmatic execution. We are uniquely positioned thanks to our exclusive inventory and our experience and ability to buy media and data leveraging the best available platforms. We will offer direct sales services, yield optimization and data services to our publishers. We are one of the few companies really able to help publishers to position themselves in the region and take advantage of direct and programmatic revenues.”
Primia.Digital also has a trading desk and is working with several platforms. There are no particular DSPs or SSPs it works with. “We will use several DSPs for buying on behalf of our clients and several SSPs to optimize our publishers’ inventory, ”
With the purchase of Orange Advertising Americas and the launch of Primia.Digital, the company (Latam Digital Ventures) has set two main objectives: First, to help publishers understand the Latin American market, enable them to monetize their advertising spaces and facilitate the sales of their inventory through direct and programmatic channels.
Second. provide advertisers and agencies a solution to buy digital media via a large network of premium content providers, measure and optimize campaign results, increase the visibility of their ads for their specific target audience while preventing fraud with fake audience.
…and Lessons Learned at Orange Advertising
Primia.Digital is the evolution of Orange Advertising and is in a position to capture lots of new opportunities for a digital media business. “Being CEO of Orange Advertising has given me considerable insight in the region from a very privileged position,” Stiglitz notes.
He adds that in in this industry you either “evolve or die.”” You also need to be present across different touch points of the value chain a one size fits all company doesn’t work that’s why we have created a holding, Latam Digital Ventures, which will managed a diversified portfolio of companies working with local entrepreneurs on many different aspects of the industry (trading, representation, video, mobile, e-commerce, native advertising, etc.).”
Stiglitz adds that “This is a call for all those talented executives who want to become entrepreneurs and have great ideas or a great network of contacts they want to develop. We look forward to building the largest group of entrepreneur run companies in our space in the region.”
According to Stiglitz, Latam Digital Ventures goal is “to identify opportunities and work with local media and ad tech entrepreneurs to develop the best solutions for each market.” “It’s a unique venture which I believe will transform the digital media and marketing landscape, and with HiMedia Group as a founding partner, we’ll be able to take advantage of their products and technology,” Stiglitz concludes.