What: Headway digital has opened operations in New York City, with Sebastián Yoffe as SVP, Business Development.
Why it matters: Headway now has 19 offices worldwide; the addition of New York will expand opportunities for the firm.

Headway Digital, the technology-based marketing firm, has appointed Sebastián Yoffe as SVP, Business Development. Moving from Buenos Aires to New York City, he’ll be responsible for the firm’s business development in the U.S., and he’ll focus on creating new relationships with clients and Ad Tech companies whose expertise relates to brand and mobile growth marketing.

“Headway’s mission has always been to offer the most advanced advertising technology to the world’s advertisers. New York is full of opportunities, leading our offices from here is both a privilege and a challenge,” said Sebastián Yoffe.

“Sebastián is the ideal choice to boost the firm’s business growth. He is a world-class professional as well as our ambassador with the Madison Avenue agency groups,” explained Headway CEO Martín Kogan.

Yoffe had previously worked as Managing Director at DataXpand, the first DMP for the Hispanic markets, now acquired by Entravision. He also filled the roles of Country Manager at Comscore Argentina and Uruguay, and Country Manager at E-Volution Mexico.

Mobile apps are at their peak. As a result, we will be seeing many ad-tech companies developing specific mobile apps and mobile app advertising for each market under one same platform. As a result, mobile app producers will have to increase the benefits and offerings that are provided by existing apps. Here are the top four mobile app predictions for 2017, by Portada’s digital media correspondent Pedro Labarta.

By Pedro Labarta

1. Smart prices will take over.

Apps focused on the sale of products will have to become smart bots. That is because buying  sensitivities vary depending on region/country. Producers of mobile applications will have to use individual user data along with location at the time of sale in order to achieve better profits. For example, people in Mexico may not be willing to pay the same amount for a particular product as do people in Spain. Companies will be able to classify purchases according to the algorithm needed to quickly adapt to each market. As a result, they will also be able to unify inventories and databases.

2. Mobile app advertising

This will be the year in which businesses such as agencies will be able to safely, quickly, and effectively monetize applications and mobile app advertising. For example, a clothing brand will be able to pay for an in-app ad when the user is searching for a specific application. Or pay for an ad even within the app itself. And brands will also be able to do it a crucial moment of the game or video where the advertiser wants its ad to appear. This will help advertising networks improve their performance. It will also boost their revenues once this feature kicks in by mid-2017. It will lead to higher satisfaction rates and more business opportunities for all.

3.”Yes” to TV on smartphones and “No” to TV on smartwatches

descarga-3Apple, Samsung, and Google specialize in mass consumer products. The smartwatch is not a great product because it does not replace the phone. That same can be said of Apple Pay. It has not replaced the credit card. Also, not everyone wears a watch, while most everyone uses a smartphone. This is another problem faced by large companies that have failed to build an adequate ecosystem and a monetization model for smartwatch developers. With development not being financially viable, developers will stop creating for it and instead focus on creating for apps for TV, etc. This will open a new source of revenue for publishers, leading to better content and a better advertising platform that makes it a win-win for everyone.

4. Apps and messaging

Messaging has tapped out, so entering this market is too complicated these days. The focus now should be on developing message extensions, where we can take advantage of the billions of people already connected on them.

We are already seeing specific developments for iMessage from Apple and Facebook Messenger. Instead of opening an application such as Skype separately, users will use a face-to-face extension within the messaging application with which they are already familiar.

This will be the year in which businesses such as agencies will be able to safely, quickly, and effectively monetize applications.

Extensions will not stop there, however. They will be used for everything, including some tools we are already used to seeing in our email. They include calendar invitations, unread text markings, current status, and functions that will be carried out within our specific message groups. Bots and AI were launched in 2016, but they still do not work very well. In 2017, we will see strong breakthroughs in bot intelligence and more implementations in our everyday technology. Many of today’s most promising video messaging and walkie-talkie apps will soon find themselves competing against and potentially missing out on a well-implemented app extension.

However, bot technology will see its strongest boom in late 2017.

Join us at PORTADA Mexico!

A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


VidaPrimo, a multi-platform music network, will begin distributing its music videos and related content onto online video platform Dailymotion. Dailymotion is the latest syndication platform for VidaPrimo’s #3 comScore rated network. The announcement was made by VidaPrimo Chairman Jason Peterson. Peterson’s GoDigital Media Group purchased VidaPrimo last year in a US $$3.5 million deal and integrated it into its AdShare monetization unit and is now rebranding it in the U.S. Hispanic market and Latin America as VidaPrimo. The announcement was made by AdShare CEO Jason Peterson.

The Walt Disney Company has revealed that it will pay US $1 billion for a one-third stake in BAMTech Inc., a technology and streaming business formed by the Major League Baseball, to launch a new online  platform this year. ESPN offerings will not be included in it.

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450  million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

Hulu’s advertising-supported, free TV programming platform is shutting down. Users can still access Hulu’s library of TV shows for free.

Procter & Gamble Co., which spends more on advertising than any company in the world, has announced that it will decrease its investment in Facebook ads targeting specific consumers due to poor effectiveness. It will increase its allocation in mass media such as TV.
turner turnerTurner Broadcasting is investing in millennial women, leading a US $ 45 million funding round for publisher Refinery29Turner’s Christina Miller, president and GM of Cartoon Network, Adult Swim and Boomerang, will join the board at Refinery29.

Brightcove, Inc., a leading global provider of cloud services for video, announced today that Frost & Sullivan has awarded Brightcove with its 2016 Market Leadership Award for Global Online Video Platforms (OVP). Brightcove, which was selected for the Award in 2011, 2012, and 2014, was again recognized for its ongoing dominance in market share, brand strength, and growth, including both product and global expansion.


Samsung Pay entered Brazil before the Olympics: it’s foray into the Latin American market.

samsungA study by Mexico’s Instituto Federal de Telecomunicaciones (IFT) claims that despite the growth of online video platforms, almost six in ten Mexicans only use free-to-air (FTA) and linear TV for watching content.

Over the last 90 days, videos related to the Rio Olympics have generated 1.1 billion views across platforms, according to online video analytics firm Tubular LabsFacebook got 5558M views, 20K uploads), followed by YouTube (516M views, 31.2K uploads) and Instagram (28M views, 9562 uploads).

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas.  To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

A study by Planning Quant revealed that over one in four Mexicans (25.8 percent) watch audiovisual content on the internet, mostly on smartphones. The most popular online platform is YouTube with 92% of users, followed by Netflix with 20% and ClaroVideo with 6%.
Over 80% of Latin American viewers check mobile platforms while watching live sports, so Argentina’s Internet Advertising Bureau (IAB) has advised that advertisers focus on second screens during Rio 2016. IAB’s analysis of CensusWide’s Teads‘s survey shows that over eight in ten Latin American football fans consumed online content through their smartphones while watching live games of the Copa América in June.

SportsProMedia.com has published an interesting piece on how Grupo Globo, Brazil’s most powerful media conglomerate, is covering the Rio Olympics.

A summary of the most exciting recent news in advertising technology in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


Microsoft has entered into an agreement to acquire LinkedIn, the social network for professionals , for US$196 per share in an all-cash transaction valued at US$26.2 billion. LinkedIn will retain its distinct brand, culture and independence. Jeff Weiner will remain CEO of LinkedIn, reporting to Satya Nadella, CEO of Microsoft.

According to a study released by Comcast, advertising agencies are using Instagram more frequently than Twitter for social media ad campaigns, fueling Twitter’s advertising technology woes.

Digital marketing firm Impact Radius is buying fraud prevention service Forensic, to create the “first trusted system of record” for marketers running digital campaigns.

snapchatSnapchat is launching ads between stories, and has launched a new advertising API (application programming interface) that is key  to monetization.

The Association of National Advertisers’ (ANA) media transparency transport is intensifying the debate over how advertisers and trading desks function, highlighting not-so-transparent practices at agencies.

Mike Villalobos has joined FuelX, a video distribution platform that runs DR video campaigns delivered in 2-4x ROI, as their VP of Sales. FuelX has raised 2.5MM from Angel investors and has worked with companies like HP, and Sun Basket.

Unruly, an ad tech company owned by News Corp, is partnering with AppNexus so that advertisers and publishers can generate premium outstream video campaigns at scale in a “fair and open market.” Clients on AppNexus’s open exchange and private marketplace will be able to access Unruly’s ad placements and UnrulyX, Unruly’s viewable video SSP.

Get ready for the 2016/2017 Online Video Marketing Guide with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

Beijing-based Spearhead Integrated Marketing Communication Group is aiming to acquire San Francisco-based Smaato, a real-time advertising platform for mobile publishers and app developers, for $148 million, through an M&A fund.

The browser Opera, has launched built-in ad-blocking technology on mobile platforms iOs and Windows Phone.


Taboola, the world’s leading discovery platform, today announced an exclusive partnership with Grupo Estado, one of the largest communication companies in Brazil. The collaboration will see Estadão utilize Taboola Native, a white-labeled native advertising solution that empowers sales teams to directly sell and promote both on-site and off-site sponsored content campaigns.

Sizmek, the open ad management company for multiscreen campaigns, today announced the appointment of Alfredo Sanchez as country manager for Sizmek in Mexico. In this role, Sanchez is responsible for expanding local market business and driving key partnerships in the region.

Ad-tech firm Adform has hired two former Rubicon Project executives to help expand the company’s global reach. Jay Stevens is the company’s first chief revenue officer, and Oliver Whitten will fill the role of chief operating officer, focusing on Latin America and Asia-Pacific.

Join us at PORTADA Mexico!

A summary of the most exciting recent news in advertising technology in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


YuMe is partnering with private exchange software provider StickyADS.tv to help publishers get a handle on programmatic video. YuMe’s DSP, YuMe for Advertisers, and StickyADS.tv’s SSP are set to ease access to premium online inventory.

A new survey by video app provider Magisto indicates that small and medium businesses are, indeed shifting ad budgets to social media and online video. Millennial marketers were 84% more likely to promote their businesses through social media than print, and 136% more likely than baby boomers to create videos for social media.

Google Maps will be offering ad space that allows users look through products and menus for nearby businesses. The ads will be featured on both Google Maps and Google.com, and drivers will see them along their driving route.

Confirming rumors that swirled since November, Facebook has announced that it is closing down its ad exchange, FBX, which allows third-party ad technology companies to buy ads on the social network.

YuMe has new capabilities that improve brand safety and viewability for its programmatic video ad platform, YuMe for Advertisers, through integration with Integral Ad Science’s Bid Expert and SDK-driven technology to maximize efficiency and fight bad traffic.

Data from Standard Media Index shows that broadcast TV spending went up 6% in April, while cable spending went up 7%. Top networks were FOX, ESPN, AMC, HGTV and Bravo, all with double-digit gains.washpost

The Washington Post has launched “Fuse,” a new proprietary technology that allows the ad to instantly load within the content being viewed.

Univision Communication Inc. has launched Mosaico Trading, a programmatic ad and analytics solution to provide business partners with data and insights for targeting diverse audiences.

A survey by analytical firm PageFair found that ad blocking software on mobile devices has increased by 90% in the past year, and almost all ad blocking users use browsers with automatic ad blocking.

The Latin Online Video Forum, part of #PortadaLat on June 8-9 in Miami’s Hyatt Regency Hotel, is bringing all of the big players in online video in the Americas together, including key brand marketers such as Nestle, 3M, Volaris, Fallabella, Best Western and many more.


German mobile marketing firm glispa announced the acquisition of Mobils, a 10-person mobile agency based in Sao Paulo. Mobils’s employees will continue with the company, as will CEO Paulo Maia. Mobils will also bring its Brazilian clients, like Webmotors, Netshoes and iFood.

appsflyer-logo-prAccording to a report by Cheetah Ad Platform, Brazil, Mexico and the United States have the most competitive app markets in the world. The study looked at data from 52 million Android smartphone users and found that users use an average of 27 apps and engage with an average of 39 per month. Brazil has the highest user engagement and app competition, as users use an average of 29.23 apps and engage with an average of 53.62 per month.

AppsFlyer, the global marketing analytics company, is opening an office in Buenos Aires, Argentina. Daniel Junowics, who led the company’s efforts in China, will be in charge as managing director.

A summary of the most exciting recent news in advertising technology in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


Open ad management company Sizmek announced a partnership with sponsored data experts Datami to expand the spend reach of emerging and low-spend markets through Sizmek’s open ad management platform, MDX-NXT. Datami helps brands and agencies engage consumers on mobile video through subsidizing users’ mobile data usage and consequently lower use of ad blockers.

Comcast has acquired French ad video tech company StickyAds.tv, a SSP, for an undisclosed amount that is said to be more than $100 million. StickyAds specializes in helping publishers and broadcasters sell video advertising inventory for digital and television.

Technology Business Research conducted a study of ad tech buyers in France, Germany, North America and the UK, and found that in North America, 36% of respondents manage their DMPs internally, and that more than a quarter use a tech vendor’s app. More findings can be found in this link.

Cadent Technology, which was formed by last year’s merger between BlackArrow and Cadent Network, is going to be presenting its addressable linear platform at the INTX Conference currently being held in Boston. The company recently added its live linear targeting capacity to its VOD solutions for QAM set-tops, IP-based devices and OTT apps.

Adobe presented its new advertising capabilities for its marketing cloud at the Adobe Summit EMEA. The tools make it easier to create more personalized ads for multiple platforms and includes analytics to form a better understanding of ads’ effectiveness.

YuMe has announced its improved capabilities for brand safety and view ability standards on its programmatic video ad platform, YuMe for Advertisers (YFA). The technology is integrated with Integral Ad Science’s Bid Expert, and can use YuMe’s native SDK-driven brand safety technology to create efficient ads and block suspicious traffic.

New trends in online video monetization, measurement, engagement and many more aspects of the emerging OTT market will be explored at the Latin Online Video Forum during PortadaLat in Miami on June 8-9, 2016. Get your tickets at early bird price now!


The Brazilian government’s shutdown of WhatsApp, the second time a digital service was shut down by a court in the country, has sparked debate about how to appropriately intervene in digital communication services to prevent similar events in the future. Brazilian congressmen want to pass a law to regulate the blockage of website and apps that disseminate illegal content.

European mobile attributes and analytics firm Adjust announced adjustthe opening of a Brazilian office in Sao Paulo, following its global expansion into Latin America. Apparently, they already have clients like Microsoft, Rovio and Loovo.

Mexican data company Mundoejecutivo conducted a study of Twitter use in the region and found that Brazilians use the social network most, reaching 40.7 million users in the country Q4 2015. Mexican use came in second in the region with 35.3 million users, and Argentina came in third with 11.8 million.

But eMarketer showed lower estimates: for the same period, its results showed 24.6 million users in Brazil, 21.3 million in Mexico and 7.1 million in Argentina. Argentina was found to have the highest increase in its user base, with 20.9% growth last year and an expected 12.8% growth rate for 2016.

On Tuesday, German mobile performance marketing firm glispa announced that it is acquiring Mobils, a mobile digital agency based in Sao Paulo. All of Mobils’s 10 employees will stay with glispa, and will bring their publishing partners and Brazilian clients like online car sales portal Webmotors, sporting goods company Netshoes and iFood (Brazilian, similar to Grubhub).



A summary of the most exciting recent news in advertising technology in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

Instagram is expanding its Carousel ad format to let marketers publish videos, photos or a combination of both as the compainstagramny brainstorms ways to increase user engagement with the ads.

eMarketer is claiming that Americans will spend just one
minute more on Facebook by 2018, as other platforms like Instagram and Snapchat take up more and more of our time. This year, American adults will spend an average of 22 minutes a day on Facebook and 43 minutes a day on social media services. Most of this time will be on mobile devices, not desktops or laptops. Due to this, Facebook is set to earn 35 cents per hour spent by an adult on mobile devices, compared  to 19 cents on desktops and laptops.

The New York Times’s operating profit fell 13 percent in the first quarter as ad sales dropped and the costs of their digital operations increased. Shares of the publisher, which is spending heavily to strengthen its advertising technology, fell 4.4 percent to $12.32 in afternoon trading on Tuesday.

Twitter is forecasting a less-than-impressive revenue performance in the second quarter, as the company has struggled to generate ad sales. Shares declined by 17% on Wednesday.

Alphabet, (Google’s parent company) on the other hand, announced a 17% rise in quarterly revenue thanks to mobile advertising sales. Revenues rose from 17.26 billion to 20.26 billion between January and March. It’s ad revenue jumped by 16.2% in the first quarter, and the number of paid clicks jumped 29%.

Pinterest has acquired the team from mobile ad-tech company URX, which specializes in selling technology that can be used to identify trends in content consumption to target mobile ads. Interestingly, Pinterest will be shutting down the product as it acquires only the staff.

Snapchat has commenced its experimentation with e-commerce ads, as Target and Lancôme ran formats of 10-second call-to-action spots to swipe for more info or to go straight to the mobile shopping page.

The Latin Online Video Forum, part of #PortadaLat on June 8-9 in Miami’s Hyatt Regency Hotel, is bringing all of the big players in online video in the Americas together, including key brand marketers such as Nestle, 3M, Volaris, Fallabella, Best Western and many more. Get your early bird tix!


eMarketer and Rock Content’s latest research claims that when it comes to techniques used for marketing and advertising in the tech sector in Brazil, nine out of ten staff members are using data analytics tools. Landing page creation (70%), SEO analysis (63%), marketing automation (58%)and A-B testing (32%) were also popular tools and techniques.

Brazilian publisher Editora Abril has established a abrilpartnership with MOAT to use the latter’s digital marketing intelligence for online campaigns. Abril hopes to be able to generate better insights on view ability and engagement with ads contents to improve the transparency it provides its clients.

ZoomIn.TV is opening operations in Mexico, where it will offer its online video content, advertising and technology expertise to the region of Latin America. ZoomIn.TV also has offices in the United States and Canada.

Kantar IBOPE Media, the Latin American media research firm, and comScore, the multiplatform measurement company, announced a strategic alliance through which solutions will be launched in Latin America. One of those solutions is the integration of TGI Clickstream, which integrates the data from Kantar IBOPE’s Target Group Index and offers a complete analysis of consumer behavior, with comScore’s MMX platform, which gives a complete vision of online audiences. It is to be launched in Brazil this year, followed by Colombia, Argentina, Peru and Chile in 2017.

A summary of the most exciting recent news in advertising technology in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


DataXu, programmatic marketing software provider, is releasing a whitepaper which analyzes a year’s worth of data on ad fraud as the first instalment of its Programmatic Quality Report Series, The 2015 Advertising Fraud Report. This issue reports that brands lost $18.5 billion to fraud in 2015, and promises that things will get worse. Other statistics include the claim that fraud rates can reach 65% on exchanges, 17% on networks and 7% on publishers’ sites. The industry averages for fraud were reported between 6 and 30%.

NBC Universal and Vox Media have announced that they voxwill sell digital ad inventory across their portfolio of brands together. This is the biggest collaboration between the two since NBCU invested in Vox last year. Their “Concert” digital inventory portfolio will combine premium inventory and audiences and concentrate on display ad inventory for the time being (although they will almost certainly incorporate digital video at some point). The collaboration will give advertisers more tools to reach targeted audiences.

The Atlantic and Univision have announced that CityLab Latino, a Spanish-language version of The Atlantic‘s CityLab, which focuses on urban and lifestyle news, has gone live. Juan Pablo Garnham, a veteran at El Diario, is managing the editorial efforts out of Miami. 

In advance of the 2016 TV Upfronts, AOL today announced the launch of self-serve programmatic TV buying to give marketers a clearer view of valuable audience buying opportunities, and to better plan, purchase, and measure their TV ad investments. This self-serve module extends AOL’s ONE by AOL: TV managed module, which launched in 2014, and is part of the company’s open, unified programmatic platform ONE by AOL™, which launched in April 2015.

zvelo, a content categorization tool, announced the launch of zveloSHIELD™, a real-time, dual-decisioning ad fraud prevention and botnet detection system tool. It offers ways to combine pre-bid blocking of fraudulent IP addresses with zvelo’s exploit and botnet detection capabilities.

Digital identity company Drawbridge is partnering with Peer39® by Sizmek, a cookie-free targeting solution, to integrate Peer39’s contextual relevance data into the Drawbridge Cross-Device Platform. This way, advertisers, agencies and trading desks will be able to make media buys according to the contextual relevance of every web page, and decide exactly what ads they want their own ad to be placed next to.

Ghostly has announced that its Trackermap tool will be available to companies online a la carte instead of only through annual subscriptions. The tool improves the understanding of tracking tech online, displaying and mapping JavaScript tags associated with any single website.

eMarketer released a study that claims that mobile is driving the growth of programmatic advertising, accounting for more than two-thirds of all programmatic digital display-ad spending this year. Facebook, Alphabet‘s Google-owned YouTube, LinkedIn are important forces behind this trend. U.S. programmatic digital display-ad spending should reach $27.4 billion by 2017, an increase of 24%.

Proctor & Gamble is reportedly seeing three to five times greater ROI on ad spending through programmatic buying than it was through traditional environments.

Vasona Networks Inc, which creates platforms to help mobile-network operators improve user services, raised $14.6 million of Series C venture capital. The money will go towards Vasona’s projects with major network operators and drive R&D, the company said.

Virool, a video distribution platform for marketers, has raised  $12 million in Series A funding to penetrate the global market, Latin America included. The funding came from Flint Capital, Menlo Ventures, Yahoo! Japan, and 500 Startups.

DON’T MISS PORTADA’S UPCOMING EVENT: PortadaLat’s two-day LatAm marketing, advertising, media and digital conference, will be held from June 8-9, 2016 in Miami, and will feature a session on the OTT revolution. Register now to hear about monetization, view ability, YouTube, Facebook and more.

New trends in online video monetization, measurement, engagement and many more aspects of the emerging OTT market will be explored at the Latin Online Video Forum during PortadaLat in Miami on June 8-9, 2016. Get your tickets at early bird price now!


Nielsen Mexico has announced an agreement with MediaMath to integrate Digital Ad Ratings (DAR) with its TerminalOne programmatic media buying platform. DAR will provide comprehensive and real-time analysis of audiences on desktop and mobile for digital publishing campaigns – similar to Nielsen ratings for TV.

‘s latest stats also reveal that digital ads represented less than 20% of Mexico‘s total advertising spending, but that this number should rise to a  third by 2020. Mobile is on the rise in Mexico as well, as $1 out of $10 that goes to advertising spending in 2016 and $1 in every $4 by 2020 will go to the mobile screen. In Brazil, the Olympics will boost advertising, and mobile is also growing. It currently accounts for 6% of ad spending, but that should rise to 19.1% by 2020. In Argentina, mobile will account for 4% of spending this year, a number that will reach 17.2% by 2020.

iFood, the largest online food delivery platform in Latin America, today announces the acquisition of SpoonRocket technology. This move is the fifteenth acquisition in two years for iFood, and will continue to bolster the company’s unchallenged dominance of the on-demand economy in Brazil. The company plans to use SpoonRocket’s robust logistics technology to optimize delivery time, enhance the restaurant-to-consumer experience, and continue its rapid expansion in LatAm and other emerging economies.

Global media network Carat released growth forecasts for ad spending in 2017, and Latin American advertising markets are predicted to stay strong and achieve up to 10.5 % YOY growth.

H.I.G. Capital, a leading global private equity investment firm with $19 billion of equity capital under management and investor in Batanga Media, announced the closing of H.I.G. Brazil & Latin America Partners at $740 million, exceeding its $600 million target. The Fund will continue H.I.G.’s successful investment strategy of focusing on private equity, buyout and growth-oriented investments in lower middle-market companies in Latin America, with a focus on Brazil.

A summary of the most exciting recent news in ad tech in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


Adaptive Medias, Inc. and AdSupply, Inc. are merging to create one of the most powerful entities in anti-ad blocking technology. Per the terms of the deal, the merged enterprises will be consolidated into Adaptive Medias and will continue to trade under the ticker symbol “ADTM” until the combined entity begins its application to up-list to the Nasdaq. AdSupply (ranked by comScore as the 21st largest online advertising network) has built the patented BlockIQ technology that detects and bypasses ad blockers, including AdBlock Plus. By discovering and overriding the industry’s most tenacious ad blockers, BlockIQ allows online publishers to recover revenue that would have otherwise been lost. Adaptive Medias created the best-in-class Media Graph platform that works across all screens and devices. The platform was designed to scale with the rise of mobile video, which (according to Cisco) will represent 72% of global mobile data traffic by 2019. By joining forces with AdSupply, Adaptive Medias gains access to BlockIQ, providing a critical first-mover advantage over potential competitors. AdSupply has produced consecutive annual revenue growth greater than 30% since its debut in 2012. The company achieved record revenues of $18.5 million in 2015 and serves more than 1,000 publishers with many notable customers, including Google, Alibaba and Caesars Interactive Entertainment.

Snapchat moves into a buzzy part of the Emoji market. Snapchat has agreed to acquire Bitstrips, the Toronto-based maker of personalized emojis known as bitmojis, Fortune has learned from multiple sources. One of the sources says that the deal is valued “in the ballpark” of $100 million, via a mix of cash and stock. Bitstrips was originally founded in 2007 to help users build personalized digital comics, but in 2014 refocused on customized and shareable cartoon avatar or “bitmojis” which the user can put into various different poses or with different accessories, and are readily accessible for mobile communications.

ClicksMob, a mobile-only performance platform that gives app developers and publishers users, has merged with AppGrade, which monetizes video ads for mobile users. The ClicksMob platform will now be able to offer better mobile performance marketing through AppGrade’s SDK platform.

Some may say that ad-tech funding is freezing up, but we don’t see it. German RNTS and its recent purchase Heyzap have acquired Inneractive, an Israeli real-time bidding and mobile ad-exchange company, for $46 million in cash and $26 million in earn-outs and retention payments. Inneractive had only raised $11.5 million in funding until now. RNTS also purchased Falk Realtime for $11 million in 2015.

unrulyLondon-based Unruly, which is owned by News Corp, launched a tool that visualizes statistics about users’ emotional responses to video ads. Until now, the product was only available on a custom basis per client request.

Predictive targeting ad tech firm AdTheorent has launched an attribution service called Barometric, which allows companies to match sales with specific ad campaigns and creates an ID for each user that works across devices and physical stores based on the user’s street address.

Content engine Outbrain has acquired ROI-tracking startup Revee, which had only raised $1 million until now. Revee’s technology has been turned to the Outbrain Automatic Yield service, and they already have a big client: Time, Inc.

Facebook has announced that it has stopped development of a demand-side platform for its ad server and measurement platform, Atlas. Facebook had been testing a buying platform for a small group of marketers that allowed them to bid on advertising on websites and apps programmatically (in real-time).

Premium online video marketplace provider Tremor Video has partnered with digital media agency Integral Ad Science to create real-time video viewability optimization services. Tremor’s platform is now the first of its kind, and will allow Tremor to offer advanced bidding and reporting capabilities. It also gives Tremor Video users the ability to optimize their video campaigns by viewable impressions instead of basing optimization on pre-bid or post-buy approaches.

Buzzfeed is making moves to further monetize its huge reach, and has launched an ad platform, Swarm, to bring ad content to audiences on their favorite platforms. It will allow advertisers to create ads for web, apps and social networks at once.

Gravity4, a digital marketing technology and applications firm, announced that it is opening operations geared towards the Hispanic audiences in the United States. A new app suite that integrated Search, Native Advertisement, DSP, DMP, DCO, CRM, email marketing and analysis in real-time is now available to brands looking to cater to this powerful audience.

Cross-device data management platform Lotame has announced that it is launching the Audience Optimizer, its new solution powered by machine-learning algorithms for more effective campaign optimization and engagement. Audience Optimizer “adjusts for the ‘who’ of the campaign — that is, the audience,” and has already been used by brands like Ulta Beauty, PANDORA and Atkins Nutritionals.


Despite its political and economic instability, Brazil is showing strong growth in digital ads: according to IAB Brazil’s data, the market will reach R$10.4bn (£2bn) by the end of 2016, which would be a 12% increase from 2015. The market is composed mostly of search, followed by display and social media and video.

mercadolivreBrazilian digital marketing tools company Predicta, is teaming up with MercadoShops (a unit of Mercado Livre, the e-commerce platform). MercadoShops’s users will be able to use Predicta’s app marketplace, analytics, and other data tools looking at user behavior.

According to a recent study, Mexico processes the highest percentage of encrypted Google traffic in the world. 86% of Mexico’s requests to Google used hypertext transfer protocol secure (HTTPS) encryption. Brazil came in second with 84%.

Dentsu Aegis Network is buying one of Mexico‘s biggest digital agencies, Flock, which represents an important Dentsu expansion effort into Latin America. Dentsu’s Isobar Network is already present in Brazil, but does not currently have a presence in Spanish-speaking Latin America. Flock’s impressive list of clients includes Nike, Coca-Cola, Domino’s Pizza, Jose Cuervo and Cinepolis.

C&W Business, part of C&W Communications (CWC), is partnering with end-to-end software solution provider Scala, Inc., whose clients are mostly in digital signage, visual communications and ad management, to expand their services into the Caribbean and Latin America. C&W is already one of the largest technology providers in the region, and Scala’s 25 years of experience in the industry should make for a powerful team.


A summary of the most exciting recent news in advertising technology in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


TWITTER MADE A BIG ACQUISITION: It’s been reported that Twtwitteritter paid $479.1 million to acquire ad-tech firm TellApart earlier this year, with $395 million of that recorded as goodwill. This is $52 million less than the original price tag, thanks to the company’s declining stock value. The real dollar amount of the acquisition only got reported in the last filing of Twitter with financial regulators.

Former commercial director at Pandora Jon Stubley is now directing the Australian office of LA-based, in-image ad start-up GumGum. The digital marketing platform mixes display and native advertising through patented algorithms that look for tags and keywords and scan visuals to create campaigns for clients.

NATIVEX ACQUIRED BY MOBVISTA: Mobile game and app startup NativeX is being acquired by Chinese mobile ad platform Mobvista for about $24.5 million. NativeX has more than a billion users on 1,000 publishing networks, and Mobvista claims to have 10 billion daily impressions and a user database covering two billion devices.

WPP has announced that its operating network Millward Brown, which specializes in communications and research, has acquired market research firm Analytics Quotient, which uses data to help clients define their advertising strategies through data visualization tools and analysis. The firm has 400 employees and works with large commercial and hotel brands.

Japanese e-commerce firm Rakuten‘s marketing department has acquired ad-tech startup Manifest Commerce Inc. in its effort to increase their ad targeting and serving capabilities on social media. Manifest helps retailers advertise their products online through Facebook and Google, and has worked with companies like Neiman Marcus Group Inc., Gilt Groupe Inc., One Kings Lane and Living Social, Inc.


FROM FACEBOOK TO NOBOX: Alexandre Hohagen, former CEO of Google and Facebook in Latin America and US Hispanics, is joining Nobox, a full-service marketing agency, to develop its Latin America business as CEO and Partner. One of his main goals will be enhance the agency’s relevancy and footprint for its clients including Netflix, PlayStation, Hotel Tonight, Marriott, Copa Airlines, Royal Caribbean and Volkswagen. 

cisneros-chLeading Brazilian DMP (data management platform) and Behavioral Data firm Tail Target and Cisneros Interactive, Cisnero‘s digital advertising investment branch, has announced a joint venture launching Tail Target Latino, which will operate in both the U.S. and Latin America. The deal will help the two companies offer better DMP solutions, data on navigational behavior and support in clients’ native languages.

ADTZ BUYS GLOW DIGITAL: Latin America and Europe-based social media advertising firm ADTZ has acquired Glow Digital Media, a London-based paid media firm. The combined entity, which will operate under the name ADGLOW, will offer its services through an extensive network of offices in Barcelona, Bogotá, Hong Kong, London, Milan, Mexico DF, New York, San Francisco and Singapore, with its headquarters in Madrid.

BRAZIL TO SURPASS MEXICO IN OTT REVENUE: Apparently, Brazil will surpass Mexico in OTT revenue by 2018. eMarketer claims that Brazil’s OTT market should grow by 33% annually, and that while Mexico’s OTT revenue should jump from $276 million in 2015 to $454 million by 2018, Brazil’s should increase from $180 million to $462 million. Argentina‘s should increase from $45 million to $113 million in that time span.

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


APP NEXUS RELEASES DIGITAL ADVERTISING INDEX FOR Q4 2015: App Nexus‘s index for Q4 2015 revealed that average CPMs rose from below 20 cents last summer to $1.60 in the span of a few months as part of the company’s anti-fraud efforts against invalid traffic. Impression transactions went down more than 90% from December to September. The company says that this drop came from getting rid of the single impressions that were sold multiple times before being served to a real person.

R3 RELEASES TRENDS IN AD-TECH: Global marketing consulting firm R3 put together a report, Adtech 40, with the best examples of ad-tech across the globe. Asia and North America were responsible for 30% of the winning examples, 47% leveraged technology to increase engagement, a fifth of the winners incorporated a mobile component, and in general, marketers were found to be moving away from AORs to collaboration with other agencies, vendors.

SNAPCHAT DEVELOPING API? Maybe, according to sources. The move would open huge opportunities for advertising on the platform, as advertising options are currently limited to ‘Snapchat Stories’. Insiders also claim that Snapchat is making a general move towards large-scale advertising, and will allow ad tech companies to connect with Snapchat users through micro targeting similar to that of Facebook and Twitter.

VERIZON INVESTS IN DATA MINING: The telecommunications giant has invested $5.5 million in Qualia, which focuses on mining intent data. The move suggests that telecommunications firms are looking for ways to acquire cross-screen data and increase revenue through revenue streams other than mobile subscriptions.

MORE ACQUISITIONS: Time Inc. has reportedly acquired Viant, an ad-tech company that also owns MySpace, the advertising cloud product Vindico, Specific Media and Xumo. As a part of the deal, Time will run Viant as an independent business and create a Big Data-driven advertising operation using Viant’s first-party data and programmatic capabilities. Time Inc. Chairman and CEO Joe Ripp says that through the move, Time ” will be able to deliver advertisers’ messages targeted to optimal audiences across all types of devices, along with the ability to measure ROI.”

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (6)TELENOR ACQUIRES TAPAD: Multinational telecommunications company Telenor has acquired NY-based cross-device retargeting startup Tapad, for $360 million, covering 95% of the company. Tapad focuses on cross-device marketing tech, and tracks billions of data points on multiple screens for mobile, PC and TV to understand consumer behavior online.

OPERA RECEIVES BUYOUT OF US$1.2 BILLION: A consortium of Chinese companies, including investment fund Golden Brick Silk RoadKunlun Tech (a gaming company), Qihoo 360 (anti-virus and browser software) and Yonglian (Yinchuan) Investment Co., Ltd., bought Opera Mediaworks, the subsidiary for Opera’s desktop and mobile browser products.

WIDESPACE SECURES €15.8m IN GROWTH CAPITAL INVESTMENT: Mobile ad tech firm Widespace secured millions in investment to solidify its strategic position in Europe and invest in automation and data visualization.

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APPLE CHANGES APP STORE PRICING IN MEXICO: Bad news, Mexico, New Zealand, Israel, Russia, Singapore and South Africa – Apple has informed developers that the App Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (3)Store pricing will change slightly, including prices for in-app purchases. These changes come from fluctuations in exchange rates, and it is not the first time Apple has made similar moves.

ISOBAR ANNOUNCES NEW VP OF TECH: Alexandre Santos will take over as vice president of technology and operations out of ad agency Isobar‘s Sao Paulo office as part of the agency’s efforts to incorporate disruptive communications into its ad-tech strategy. Santos was previously the technology and project director at Isobar, and will be working on accounts for SKY, Fiat, Jeep, Whirlpool and Nivea.

COMSCORE RELEASES DATA ON DIGITAL ADVERTISING IN LATAM: comScore released its report, “Lessons in Digital Advertising,” which contained a few valuable insights into the industry in Argentina, Brasil, Chile, Colombia and Mexico. Clicks and traffic were revealed to have less of a direct relation to the effectiveness of an advertisement (measured through increases in sales), targeting with cookies is effective for precise messages and obtaining data on demographics and behavior, but 29% of Latin American users eliminate them from their websites. And last but not least, the report revealed that audiences consume more and more content from different platforms and devices.

YOUNG & RUBICAM ARGENTINA HIRES A NEW HEAD OF PLANNING: Gonzalo Fonseca, ex director of planning and integration at Havas, will take over as head of planning at Y&R, where he will expand the agency’s planning and brand development efforts. His more than 25 years of experience at agencies like BBDO, McCann Ericsson, Grey, Casa Matriz, APG Argentina and J. Walter Thompson assure us that he is fit for the job.  

OGILVY BRAZIL ACQUIRES NEW DIGITAL AGENCY: The WPP Group acquired majority participation in the agency 3yz, which specializes in online marketing. WPP is comprised of Ogilvy & Mather, Ogilvy One, Ogilvy PR, Ogilvy Salud, David, Etco Ogilvy, 9ine, Foster and Jussi Intention Marketing, but 3yz will function as a part of Ogilvy Brazil. The move is a part of WPP’s efforts to expand digital revenue, and 3yz’s clientele – Tramontina, Reebok, Shopping Iguatemi and Grenadine are clients – gives us reason to believe that they will be pleased with the results.

MEDIAMATH TEAMS UP WITH DYNADMIC: MediaMath, the company behind the TerminalOne marketing platform, and DynAdmic, dedicated to programmatic online video, are collaborating so that the latter’s premium online video inventory, which is based on an audio-recognition technology that classifies the videos being watched on the Internet at any given time, can be used to connect with consumers more efficiently.  Through the deal, MediaMath can offer clients a better, more transparent way to buy inventory on Ad Exchanges.





A summary of the most exciting recent news in advertising technology in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


BIG CUTS AT YAHOO: Yahoo Inc. announced that it plans to lay off 15% of its employees in its $400 million cost-cutting mission, which CEO Marissa Mayer claims is part of a plan to “simplify” the company. This comes in the wake of the announcement that Yahoo’s Mexico and Argentina offices are to close. Here 4 things to take into account about Yahoo’s earnings and new strategy, as Portada’s Editorial Team sees it.

alphabetGOOGLE’S ALPHABET MOST VALUABLE PUBLIC COMPANY IN WORLD: Google‘s parent company, Alphabet, is officially the most valuable public company in the world, pushing past Apple for the first time since 2010. Alphabet has a market cap of $547.1 billion, higher than Apple’s $529.3 billion as of 9:45 a.m. ET.

FACEBOOK MAKES GAINS IN DIGITAL ADVERTISING: Facebook‘s share of the digital advertising market is up from 8% last year to 10% this year, according to eMarketer. Google‘s went from 32% to 30%.

HYPER-TARGETING IS IN: Ad tech firm Grapeshot has raised $8.5m in funding, bringing its total raised to $14.25m. Grapeshot’s technology enables advertisers to bid for space on content sites and target ads to websites with certain pre-determined keywords. Why didn’t I think of that?

THE FUTURE OF ADS IS VISUAL: Image recognition marketing startup Curalate just raised $27.5 million, bringing its total funding to $40 million. Some of Curalate’s features include Like2Buy, a gateway that enables product sales directly through Instagram posts, Fanreel, which incorporates images generated by users into brand websites, recognizes and tags them as products, and Visual Insights, which generates analytics about the products that users are sharing on platforms like Instagram, Pinterest, Tumblr so that brands know what is popular.

Independent cross-screen data management platform (DMP) Lotame announced that veteran media executive Doron Wesly will be taking on the role of SVP of Marketing and CMO. Wesly has more than 20 years of experience in the sector, with a special focus on brand and research strategy. Working on Lotame’s International Expansion will be one of his main tasks.

SKY’S THE LIMIT WITH PROGRAMMATIC: Pay TV company Sky has invested $10 million in DataXu, a programmatic advertising analytics software provider that helps advertisers and media agencies engage with consumers across devices through analyzing and optimizing buying decisions. Sky will be using this investment to push its Sky Media’s Sky AdVance product built to facilitate multi-platform ad campaigns and programmatic purchasing of addressable TV ads.

AD BLOCKERS, IF YOU CAN’T BEAT ‘EM, JOIN ‘EM: Samsung has decided that the new version of its web browser on Android phones will allow users to install ad-blocker extensions.maxresdefault

NEW ACQUISITIONS: Digital asset management and video delivery platform Adstream has acquired the AdServices division of media and entertainment production firm Deluxe, helping Adstream in its effort to expand its presence in the U.S. and worldwide. Adstream provides agencies and brands with transcoding and digital asset delivery, and also generates analytics and creative versioning for video.

SHOCKER: PEOPLE DON’T LIKE FORCED AD FORMATS: Ad-tech firm Teads released a study with data on why people use ad blockers online. Conducted by Research Now, the study claims that intrusive and forced ad formats are the biggest motivating factor behind ad-blocker adoption. Three out of four U.S. respondents say that intrusiveads were the largest motivator for installing ad blockers, and 80 percent of respondents would reconsider installing ad blockers if the ad experience provided them with the choice to skip or close the ad.

MOBILE ON THE MOVE: Mobile ad platform Widespace has  secured $17.2m in growth capital from Kreos, which provides growth debt to high-growth companies.CEO and co-founder  Patrik Fagerlund says the money will help them become leaders in Europe, as well as aid in their expansion to other parts of the globe. The company reaches 230 million unique users across Europe, the US, Brazil and the MENA region every month.

BIG MONEY FOR TAPAD: New York-based ad tech startup Tapad has been sold to Telenor Group for $360 million. The company was founded in 2010 by Are Traasdahl, and has built software that helps advertisers to identify custom audiences across mobile, television and desktop.


BRAZIL, ARGENTINA DON’T LIKE ANNOYING ADS EITHER: The previously-mentioned Teads study revealed some interesting data on Brazil and Argentina: 64% of Brazilians use teadsad blockers because of annoying advertising.  75% of those surveyed believed that forced or intrusive advertising is annoying, and mobile ads are perceived as more annoying than those on desktop. In Argentina, 57% of those surveyed consider pre-roll campaigns annoying. However, only 13% of Argentineans believe that native ads are intrusive.

NBC Universal has tapped Spanish content producer Mediapro to run its on-air promotions across Latin America through Mediapro’s Argentinean subsidiary, Promofilm. Mediator will be responsible for all audiovisual material and technical advertising production for LATAM.

A summary of the most exciting recent news in advertising technology in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


SO HOW DID 2015 GO? Bot Data released data on advertising impressions from 1,300 campaigns over 61 days in 2015, and found some interesting stuff. Supposedly, advertisers had a higher amount of bot percentages in 2015 than they did in 2014. Media with higher CPMs (cost per thousand impressions) was more vulnerable to bots. Programmatic ad buys displayed higher levels of fraud, and campaigns designed for particular demographics typically resulted in more bots.

AND WHAT ABOUT AD-TECH ACQUISITIONS? Another research firm, Results International, found that ad-tech acquisitions were high between Q3 and A4 in 2015, representing almost a third of all mergers and acquisitions in ad and marketing tech during Q4. Marketing automation M&A (involving mostly private equity firms and network agencies) is set to increase in 2016, as advertising platforms surged in Q4 after a poor performance earlier in the year.

NOW, BACK TO 2016…Audio industry tech provider Triton triton digitalDigital and Audio.Ad, a digital audio ad network that caters  to the LatAm and U.S. Hispanic markets, announced a partnership to launch programmatic buying and selling of Audio.Ad’s digital audio inventory through Triton’s audio ad exchange, a2x.

Ad tech platform operator So Operative, which facilitates the management of online ad space for publishers, is launching a “partner premium” so that companies on Operative can share inventory in an “ad-tech tax-free environment,” says CEO Lorne Browne. According to Browne, supply-side specialists will be happy to share inventory with another Operative customer instead of giving it to a programmatic company.

SNAPCHAT LOOKING TO AUTOMATIZE ADS, MAKE SOME ENTREPRENEURS VERY RICH: Snapchat will be looking for ways to build ad technology to automatize its ads, and to do so, may be willing to make a tech acquisition. Rumor has it its looking at Beeswax which helps advertisers bid for targeted ads, and Metamarkets, which focuses on programmatic buying.

WHATSAPP WON’T PERMIT ADS, WILL BE FREE-OF-CHARGE: WhatsApp has announced that it will not allow third-party ads and will not be charging subscription fees. Instead, the cmopany will be testing ways to allow users to “communicate” with businesses and organizations that they want to interact with.

TWITTER TO THE RESCUE: Twitter wants to help its advertisers improve the promotion of their ad campaigns, so it’s compiling the positive tweets published by users that relate to a particular service or product. It’s called a “Gallery of Brand Enthusiasts,” and it will allow brands to tweet the recommendations that they find most useful.

THE ONION, SET TO HELP UNIVISION REACH MILLENNIALS? We didn’t see it coming either, but Univision announced that it purchased a 40% stake in The Onion. Other than helping Univision reach millennials, the move should give Univision a new way to experiment with its digital advertising through different channels.

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BRAZIL, CRACKING DOWN: Brazilian congressman Esperidião Amin is proposing an investigation into cybercrime and web automation that will involve a crackdown on companies that place ads on sites with illegal content in an attempt to “punish funding” of illegal online activity. Good luck with that, Esperidião, you’re going to need it.

CHILE: DISCONNECTING? The Subsecretary of Telecommunications in Chile is claiming that mobile connections have dropped since 2014. But don’t worry, people aren’t actually disconnecting – this probably just means that people with multiple devices are cutting back, or that the arrival of 4G has caused 3G usage to decrease, so those with campaigns in Chile shouldn’t take their advertising money out of mobile just yet.

BRAZIL GOES SMART: eMarketer reports that more than 90% of mobile internet users under 35 have a smartphone. The information in the report came from research compiled from Mobile Marketing Association (MMA), Millward Brown, Netquest, Adsmovil, Mirum, ROIx and Zenvia. This should push advertisers that haven’t shifted their focus to mobile onto the bandwagon.

BRAZIL (YES, BRAZIL) IS GOING TO THE SUPERBOWL: Heinz ketchup is introducing the “Meet the Ketchups” campaign during the Superbowl, and has turned to Brazilian agency David to create it. David is an offshoot of Ogilvy&Mather with its original offices in Sao Paulo and Buenos Aires, David recently opened a Miami office to improve coordination with Heinz. It’s important to note that one of Kraft Heinz’s owners is 3G Capital, a Brazilian global investment firm.

LEO BURNETT ARGENTINA WINS BIG AT “ONE SHOW” AWARDS: Leo Burnett Argentina was the only Latin American agency to be recognized by the Automobile Advertising of the Year awards on January 11 in Detroit. Their “Safety Truck” campaign, which was also recognized in Cannes, was awarded the prize for Corporate Social Responsibility. Congratulations!


Facebook has emerged as a powerful platform for advertising, particularly because of video’s ability to transmit beautiful, immersive messages to targeted audiences. But what happens when certain audiences, like much of Latin America, don’t have access to the bandwidth or devices to stream those videos?

Facebook released the Slideshow in October 2014. We covered the launch in a feature article, but we were interested to learn more about how did this development figures into Facebook’s plans for Latin America in 2016.

marcela Pan-Latam Business & Partner Marketing Manager Marcela Tonello says that the main appeal of combining a low-bandwidth solution like the Slideshow with a platform like Facebook is that it works perfectly in all sectors and verticals. And as advertisers have already discovered, Facebook offers one of the best ways to target ads to certain audiences, assuring that the message reaches the people that generate results. The more specific that advertisers can be in targeting their messages, the more valuable the platform is, and in that sense, almost nobody has Facebook beat.

With the right targeting, focused on bandwidth, device, geography and demographic [the Slideshow] can help deliver the right message to the right person at the right moment.

While creating an effective Facebook ad requires that advertisers invest time in customizing their ads for the right targets, the payoff is significant, Tonello says. “It’s important to say that advertisers will maximize return from investing in slideshow ads when they combine the tool with intelligence on targeting. With the right targeting, focused on bandwidth, device, geography and demographic [the Slideshow] can help deliver the right message to the right person at the right moment,” Tonello explains.

Facebook has invested great effort in creating solutions for different needs. Those targeting audiences with strong connectivity and mid/high-end devices will find that the Video format is best, while those who want to offer users a choice in how to interact with the brand while highlighting different creative assets can use Carrousel, which allows multiple images and links in one ad. The Slideshow brings even more versatility to Facebook ads by creating an option that works with low connectivity or low-end devices, and offers advertisers with smaller budgets a platform for motion messages that does not cost as much as a video production.

Tonello believes the impact of the Slideshow will be significant for advertisers targeting Latin America, “since infrastructure and quality of the devices are a barrier for video consumption in some specific regions or audiences.” What’s more, nothing is more effective then reaching people organically through the newsfeed they check multiple times a day. The Slideshow allows advertisers to “reach people organically through their newsfeed with a beautiful, immersive message,” says Tonello.

While on the topic of ad-tech, we were curious to learn more about the Facebook DSP, and whether it would be introduced in Latin America in the near future. Tonello was mum on the subject, saying that for the moment, Facebook was “still working on ways to bring our advertising tech business to Latin America clients’ but that the company is “committed to continue looking for ways to make Facebook a cutting-edge option for advertisers in Latin America.”

A summary of the most exciting recent news in advertising technology in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

By Gretchen Gardner

U.S./U.S.-Hispanic Markets

NEW ARRIVALS: Cross-screen data management platform (DMP) Lotame announced the appointment of Mike Woosley as Chief Operating Officer. Woosley has more than 15 years of experience in the tech industry, having served as the CFO of Advertising.com from its beginning until it was sold to Time Warner in 2004, and has plans to help the company expand its international presence and increase sales.

PERION BUYS UNDERTONE. Israeli marketing software company Perion Network Ltd. has acquired American digital advertising company Undertone for US $180 million. Undertone creates digital advertising solutions for brands, and will give Perion, which has focused on partnering with software companies to driving traffic to search engines, a bigger bite of the U.S. digital advertising market. Undertone earlier this year announced the acquisition of argentinian start-up Sparkflow,

UdiseaUNIVISION BRINGS SPANISH-SPEAKING INFLUENCERS TO MILLENIALS: On Wednesday December 2, Univision Digital, the digital division of Univision Communications Inc. (UCI), announced the launch of “Udisea,” a digital video platform catering to multicultural, Spanish-speaking millennials. It is already accessible through Univision.com a YouTube channel. Content will also be broadcasted on social media channels. The content will include short videos and original web series featuring Hispanic and Latin American influencers.

HISPANICS TO ROCK THE VOTE IN 2016: Recode.net put together a fascinating report on the vital role that Hispanic voters will play in the 2016 elections because of their significant digital video and mobile consumption. There are 58 million Hispanics in the US, and while that number rises, it is expected that they will make up 10 percent of the vote in 2016. A Nielsen report reported that Latinos account for an average of 10 million mobile video views per month. And the average Latino spends eight hours every month watching online video — 90 minutes longer than the U.S. average. So what will campaigns do? Reach out via data-driven, programmatic advertising, and anti-ad blocking to reach be sure their messages reach this key demographic.

GRAVITY4 GOES MORE GLOBAL High-frequency marketing cloud Gravity4 has acquired a 93.7% ownership stake in Pixels, an acclaimed multi-screen advertising technology company from Hong Kong, helping Gravity4 enter the coveted South East Asia and Hong Kong markets.  

MADAME PRESIDENT: U.S. Hispanic agency LatinWorks is promoting Christy Kranik to President-CCO after the  departure of Sergio Alcocer. Kranik will have big shoes to fill, but as she was already in charge of account management, media and new business, taking on the creative and planning departments should be a natural fit.

SPANISH SELLS: According to a study by the Association of Hispanic Advertising Agencies, Spanish-language advertisements contribute more to the growth of the automotive sector than English-language ads. Less money needed to be spent on Hispanic media than English media to achieve the same growth in total market annual revenue.

LatAm Markets

APPNEXUS EXPANDS LATAM RELATIONSHIP WITH MICROSOFT: Microsoft has announced that it will be increasing its use of AppNexus‘ publisher suite for programmed ads, expanding from 39 to 58 global markets including many Latin American countries. AppNexus bought Real Media Latin America as a part of that effort in June of this year. With the announcement, AppNexus becomes Microsoft’s technology and programmatic sales partner in Bolivia, Costa Rica, the Dominican Republic, El Salvador, Guatemala, Honduras,  Paraguay, Uruguay, Venezuela and Vietnam. 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.Additionally, AppNexus will work with local sales units to direct Microsoft ad inventory in Argentina, Chile, Colombia, Ecuador, Peru. In July, Microsoft Advertising announced that it will outsource its 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. Portada has also heard that the panregional direct sales team out of Fort Lauderdale will be mostly dismantled.

, a Colombian startup that connects brands with relevant influencers for digital advertising campaigns, has received $2.5 million from investors led by Cisneros Interactive and Velum Ventures to expand operations in Brazil and the United States. Fluvip was launched in 2013 with an initial investment of $50,000, which implies that they’ve made quite a bit of headway in just two years…

SPEAKING OF HEADWAY: Latin American media headwayprogrammatic platform Headway Digital celebrated its fifth anniversary in Buenos Aires last week. The company, which exclusively represents MediaMath in Spanish-speaking Latin America,  was the first of its kind in the region, and has now developed its own technology, operations in 14 countries and taken on more than 120 employees from 25 different countries. Congratulations!

LATAM EARLY ADOPTERS PAY OFF: Cisneros Interactive mobile ad company Adsmovil released information indicating that their programmatic advertising, which they began offering in July, accounts for 8% of the company’s revenue in Latin America. Alberto “Banano” Pardo, CEO, attributed much of this to Brazil and Mexico, which are early tech adopters. 

MORE SALES IN BRAZIL: The world’s second-largest advertising company, Omnicom Group Inc, will pay one billion reais ($270 million) for its DDB Group to buy Brazil’s Grupo ABC, which provides branding services and content in its home country.


What: Ad-tech company AppNexus has acquired its fifth company within a year: RealMedia Latin America (RMLA).
Why it matters: Major players in the Ad-Tech World are taking positions in the expanding Latin American market, where programmatic is growing rapidly, albeit from a low base. Other companies that recently have expanded into the region include Gravity4 and MediaMath.

1895fa51b3059e8c6d6bd86b2ecabb75_reasonably_smallAd tech company AppNexus has acquired its fifth company within a year: RealMedia Latin America (RMLA).The acquisition gives AppNexus a strong foothold in the continent to continue expanding. The transaction,which is subject to customary closing conditions, is expected to close in the third quarter.
Founded in 2002,São Paulo, Brazil, -based RMLA offers marketing and technology solutions to online advertisers and publishers. Currently, the company has operations in Mexico, Argentina and Chile and brings a strong roster of Spanish-language and Portuguese-language publishers.

How MediaMath, MEC and Clarin See Programmatic Advancing in Latin America

In March, AppNexus acquired rival firm Yieldex for US$100m and cross-device technology firm MediaGlu last December. Three months before that, the Company received US$25m in funding from WPP, and acquired the Open AdStream (OAS) ad serving platform from Xaxis audience profiling and targeting division.

The acquisition of RMLA extends our physical footprint to key locations in the region and positions us to create an independent powerhouse in a fast-growing part of the programmatic market.

cP8HNPvp_400x400‘AppNexus already has a strong commercial presence in Latin America. The acquisition of RMLA extends our physical footprint to key locations in the region and positions us to create an independent powerhouse in a fast-growing part of the programmatic market. Latin American buyers and sellers of online advertising need a state-of-the art technology platform if they’re to build strong, independent businesses that can compete locally and globally. AppNexus is thrilled to join forces with RMLA and its outstanding team to bring our offerings to companies across Latin America,’said Michael Rubenstein, President of AppNexus (photo).

AppNexus Programmable Bidder

To be in tune with product development, also announced the launch of AppNexus Programmable Bidder (APB), which enables advertisers and agencies to upload their proprietary algorithms directly to the AppNexus open platform and test and refine their own algorithmic strategies to optimize campaign outcomes, using a new language called Bonsai which the company says is similar to the established language Python. Company CEO and co-founder Brian O’Kelley (pictured below) said of the launch:

OSzNk11p_400x400‘Our underlying thesis is that open beats closed. We don’t just allow – we invite – the most innovative technology companies to build their tech on top of ours. It means that buyers can fashion campaigns that deliver the right message to the right audience, without turning their data over to a black box,’ said company CEO and co-founder Brian O’Kelley of the launch.

AppNexus has also joined comScore’s online ad quality effort Trust Initiative, which was launched in the US in January and Canada in April.Trust Initiative allows media buyers to use the firm’s ad metrics when planning and buying programmatically, and sellers to gain insight into how their properties are represented in programmatic platforms. Headquartered in New York City with 23 global offices, AppNexus employs a staff of more than 900 employees.

Fernando-Monedero-colorPortada interviewed #Portadalat Speaker Fernando Monedero, Head of Digital Latin America, at MEC. Ad-Tech will be an important part of the great content at #Portadalat (Miami June 3-4) , with key topics represented like RTB, Programmatic Buying as well as Online Video Technologies. Major Ad-Tech related speakers will include Erich Wasserman, Founder and CRO, MediaMath and Dr. Shay David, CRO and Co-Founder, Kaltura. We thought it would be good to talk to Fernando Monedero so he could share his thoughts on Ad-Tech’s adoption in Latin America and other topics.

Portada: At what stage do you think is the adoption of Ad-Tech in Latin America?

Fernando Monedero, Head of Digital Latin America, MEC: “LatAm it’s definitely following the path of more mature markets like the U.S. or the UK but their level of tech development and adoption depends on each category, for instance Luxury brands are still finding their way to programmatic buys, trying to guarantee their brand quality requirements (ie. 100% SOV & viewability) and at the same time Travel is very digital savvy and communicating based on very detailed audience analysis and cookies segmentation.”

LATAM it’s definitely following the path of more mature markets as US or UK

Portada:What are the main challenges when it comes to accelerate this adoption?

F.M: “The fear of testing and the political and economic instability in some LatAm countries.”

Portada: You mentioned that the creation and distribution of content is one of the main challenges in Latin American marketing right now. Can you please ellaborate?

F.M: “With the evolution of social media, we are able to understand the consumers interest and needs, the challenge is now how to build our communication strategies based on that and develop new content for them, go from story-telling strategies to story-building approach.”

Portada: What is your view of Brazil, how is the country’s slower economic growth impacting Brazilian marketing and media?

F.M: “With more than 100MM internet users, Brazil is the biggest market with a lot opportunities to reach. Adverting investment will continue growing in the coming years and media will be improving their capabilities day per day.”

 CHECK OUT other interviews with #PortadaLat Speakers
Tomás Salvagni (Clarin): “Ad-Tech Picked Up Fast in Latin America”
Genomma Lab’s Ruben Leo Sarmiento on the Strategy of one of LatAm’s largest Advertisers

Salvagni.2In the second of our series of interviews with #Portadalat Speakers (the Latin American Advertising and Media Summit and the Latin Online Video Forum in Miami on June 3-4), we talked to Tomás Salvagni, Commercial Manager at Grupo Clarin’s AGEA.  Salvagni explains how he sees the development of Ad-Tech in Latin America and describes the main challenges he sees in order to accelerate its adoption.

Portada: First of all, what is your Current role at Agea and what is Agea?
Tomás Salvagni, Commercial Manager at Agea: “AGEA is a company of Grupo Clarín which manages the newspapers, magazines, printing and digital business of the Clarín Group. The Group ranks among the top five per audiences reached by Argentina’s Grupo Clarin. It is the leader in Argentina in Print, Digital and Mobile. Grupo Clarín has other companies, which lead in the businesses of Cable Distribution, TV, Radio and Content Production. I am the Commercial Manager at AGEA, reporting directly to the General Manager and responsible for the commercial strategy and execution, including marketing and sales, for every platform and brand.”

Portada: Can you tell us a bit about your career and how and where you learned the skills for your current role?
Tomás Salvagni: “I have a degree in Business Administration from Argentina and a Master at Thunderbird Arizona. I started my career as a product manager at Molinos, the main food company in Argentina,  and migrated to Clarín 15 years ago, where I began managing the marketing of the Classified Business. There I started to get involved with Digital, buying and developing portals for Automotives, Real Estate and Employment. Today we are leaders in Real Estate and have an important presence in Automotive and Employment. I started by selling digital at Clarín.com for a short period in the year 1999. Later, after an integration of the business, I was promoted to Commercial Manager and started to commercialize our main portals: Clarín, Ole, GranDT; and we developed Entremujeres among other sites. I am constantly learning in this fast-moving industry and trying to keep up the company not only in leading audiences, but also in technology and commercialization.”

When it comes to mobile we are standing behind.

Portada: At what stage is the adoption of Ad-Tech in Latin America?
Tomás Salvagni: “Ad Tech came in fast to Latin America. We are used to see new developments coming to LatAm some years later than to most developed markets, but with digital this has changed very fast. However, the development of the mobile infrastructure is slow and when it comes to mobile we are standing behind. We are a relevant and well-known Publisher in Latam, and different technology suppliers contact us very often in order to offer us their solutions for online advertising. These suppliers are mostly interested in increasing our inventory, providing tools of Big Data, advertising data manager, native ads platforms, programatic platforms, etc.”

Native Advertising and Content is a topic of conversation between us and the newsroom.

Portada: What are the main challenges when it comes to accelerate this adoption?
Tomás Salvagni: “The challenges are the scarce human resources and Argentina’s weak currency. People in Argentina work for the rest of the world and we are all competing to hold that know how. The good part of it, is that there is a really advanced digital cluster in Argentina that helps to speed the developement. We try to learn every day by testing different tools and comparing the results.We are very curious and open-minded when we explore opportunities, and we are constantly evaluating new projects.”

Portada: Native Advertising and Content Marketing is growing a lot. How does Agea reflect this in its product offerings?
Tomás Salvagni: “We are not where we would like to be in native and content marketing yet, but I believe it´s going to be a really important portion, we need to keep improving all the revenue sources. Native Advertising and Content is a topic of conversation between us and the newsroom, in the last 3 months. We are constantly working to promote this kind of formats in the market.

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