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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.

INFLUENCER MARKETING INVESTMENT: Fluvip
, 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.

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

::: Multiplica – Sandra Valencia ::: Gravity4 – Jorge Hernan Rodriguez, Xavier Mantilla  :::  Axis Communications – Francisco Ramirez ::: Santiago Martinez – McCann Spain ::: John Korman – BBDO Argentina ::: Havas Worldwide – Matt Howell, Toygar Bazarkaya :::

Click here for previous Latam Changing Places editions

Multiplica announces the hiring of Sandra Valencia as Business Development Director. Having previously served as Senior Vice President of New Business at Ariadna, she now brings her skills to Multiplica, the Digital Experience Agency. Sandra holds a BA in Business Administration and MA in Marketing; together with her broad knowledge and extensive background in marketing, sales and advertising project management, she joins forces with a marketing team known for its distinctive expertise in the areas of Conversion Optimization and User Experience.Multiplica focuses on proficiency in message integration based on key consumer insight to deliver highly impactful impressions, in addition to offering services such as media planning and buying. Over the past 15+ years Multiplica has launched campaigns for great brands such as Burger King, HBO, Celebrity Cruises, LAN Airlines, Occidental Hotels & Resorts, Santander Bank, Desigual and Camper, among others.

 

35e0952 Gravity4 has announced that Jorge Hernan Rodriguez, based in Los Angeles, is its new VP for Latin America. Patricia Almeida is Gravity4’s Country Manager Brazil based in Sao Paulo.

 

 

descargaXavier Mantilla has left the company.

 

 

 

descarga (1)Axis Communications has announced the appointment of Francisco Ramirez, as the new Country Manager for Mexico, the Caribbean and Central America.Ramirez, who will be replacing Fernando Esteban (who is taking over a new position in the United States) will lead the team from Mexico’s headquarters. Francisco Ramirez has more than 25 years’ experience in Sales, Marketing and Operations areas in various industries, mainly in the telecommunications sector. He graduated from the Universidad Iberoamericana.

descarga (2)Santiago Martinez is the new director of the Coca-Cola account at McCann Spain. He will lead and coordinate the strategy of brands such as Coca-Cola TM, Fanta, Nestea and Powerade both for national and international projects. Martinez will report directly to Gonzalo Sanchez-Taiz, general director of the agency. He will replace Marta Carreras.

 

 

2bb0169John Korman is the new digital head of BBDO Argentina. Korman will be responsible for the agency digital services development. He joined BBDO just as director of social media almost a year ago.Prior to BBDO Argentina, he served as associate director of the Mobile & Social Platforms department from R/GA Buenos Aires.

 

Havas Worldwide has added two executives to bring Havas shops from around the world closer together:

 

descarga (4)Matt Howell, an R/GA alum and former global chief digital officer for Arnold Worldwide and Havas Creative Group, as Havas Worldwide’s new global chief digital officer.

 

 

 

 

descarga (5)Former BBDO New York executive creative officer Toygar Bazarkaya as its new chief creative officer for the Americas. Bazarkaya joins the team after six years at BBDO, where he spearheaded major work for Visa, Mercedes, Gillette, Campbell’s and MLB. At Havas, he will be in charge of brining together North American and South American offices in a newly created role for the agency, designed to get more agencies across the network working together on projects and campaigns.

What: Acquisition crazy Gravity4 is acquiring eXovue, a Supply Side Service Provider (SSP) for native digital advertising, which allows publishers competitive access to all native demand channels.
Why it matters: SSP’s for digital display advertising are relatively frequent, however there is not a great amount of SSPs, like eXovue, that automate the offering and sale of native advertising (e.g. content marketing). Gravity4 attempts to become the world’s first high frequency marketing cloud.

Gravity4, the acquisition hungry ad-tech company launched last year that has a substantial presence in the U.S. Hispanic and Latin American markets, announced the acquisition of eXovue, a native SSP for Content Marketing,  Terms of the acquisition were not disclosed. According to Gravity4,  the acquisition of eXovue significantly expands the market opportunity for Gravity4 by empowering publishers and digital media companies with the means to successfully and efficiently navigate today’s native advertising and content recommendation strategies.

“Gravity4 has spent the past year building a world-class marketing cloud for advertisers. Now, our revolutionary platform offers a powerful solution for publishers; the first true supply-side platform for native advertising,” said Gurbaksh Chahal, Chairman and CEO of Gravity4. “The eXovue platform, seamlessly integrated with our marketing cloud, will enable publishers to dramatically increase revenue by creating competition between Native Demand partners.”

Gravity4 is present in the U.S. Hispanic market. Jorge Rodriguez, now VP Latin America at Gravity4 based in San Francisco, founded  social marketing firm Bolzter and sold it to Gravity4 a few months ago. In Latin America, Gravity4 is present in Columbia and Brazil, where its office is led by Patricia Almeida, Country Manager Brasil.

 A sector that once consisted of just Taboola and Outbrain has grown substantially to include over 12 different companies vying for publisher inventory.

Changing Content Marketing Landscape

The Native landscape has grown substantially over the past few years. According, to Gravity in a sector that once consisted of just Taboola and Outbrain, it has grown substantially to include over 12 different companies vying for publisher inventory and generating billions of dollars in ad revenue in the process. eXovue has the only technology in the industry that helps optimize these ad units to deliver publishers the greatest return for the ad space.

“When we founded eXovue, we were determined to create a product that solved an existing and high-value publisher problem in the Native landscape,” said Justin Manes, CEO of eXovue. “The gap we identified is the lack of competition between Native Demand Partners.”eXovue’s solution will be renamed G4 Native SSP for Publishers (http://g4native.com/ssp), and the entire eXovue team will be integrated into Gravity4 organization. Mr. Manes will become Vice President of Native Solutions, and report to Mr. Chahal. This marks Gravity4’s twelfth acquisition since the company was launched in July 2014.

 

What: Acquisition crazy Gravity4 is acquiring eXovue, a Supply Side Service Provider (SSP) for native digital advertising, which allows publishers competitive access to all native demand channels.
Why it matters: SSP’s for digital display advertising are relatively frequent, however there is not a great amount of SSPs, like eXovue, that automate the offering and sale of native advertising (e.g. content marketing). Gravity4 attempts to become the world’s first high frequency marketing cloud.

Gravity4, the acquisition hungry ad-tech company launched last year that has a substantial presence in the U.S. Hispanic and Latin American markets, announced the acquisition of eXovue, a native SSP for Content Marketing,  Terms of the acquisition were not disclosed. According to Gravity4,  the acquisition of eXovue significantly expands the market opportunity for Gravity4 by empowering publishers and digital media companies with the means to successfully and efficiently navigate today’s native advertising and content recommendation strategies.

“Gravity4 has spent the past year building a world-class marketing cloud for advertisers. Now, our revolutionary platform offers a powerful solution for publishers; the first true supply-side platform for native advertising,” said Gurbaksh Chahal, Chairman and CEO of Gravity4. “The eXovue platform, seamlessly integrated with our marketing cloud, will enable publishers to dramatically increase revenue by creating competition between Native Demand partners.”

Gravity4 is present in the U.S. Hispanic market. Jorge Rodriguez, now VP Latin America at Gravity4 based in San Francisco, founded  social marketing firm Bolzter and sold it to Gravity4 a few months ago. In Latin America, Gravity4 is present in Columbia and Brazil, where its office is led by Patricia Almeida, Country Manager Brasil.

 A sector that once consisted of just Taboola and Outbrain has grown substantially to include over 12 different companies vying for publisher inventory.

Changing Content Marketing Landscape

The Native landscape has grown substantially over the past few years. According, to Gravity in a sector that once consisted of just Taboola and Outbrain, it has grown substantially to include over 12 different companies vying for publisher inventory and generating billions of dollars in ad revenue in the process. eXovue has the only technology in the industry that helps optimize these ad units to deliver publishers the greatest return for the ad space.

“When we founded eXovue, we were determined to create a product that solved an existing and high-value publisher problem in the Native landscape,” said Justin Manes, CEO of eXovue. “The gap we identified is the lack of competition between Native Demand Partners.”eXovue’s solution will be renamed G4 Native SSP for Publishers (http://g4native.com/ssp), and the entire eXovue team will be integrated into Gravity4 organization. Mr. Manes will become Vice President of Native Solutions, and report to Mr. Chahal. This marks Gravity4’s twelfth acquisition since the company was launched in July 2014.

 

gravity4 logo Social Marketing Platforms create a social graph for each lead by tracking that lead’s connections and behaviors. This allows a company to generate leads from its existing cluster of customers, and then use social and display advertising for targeting. The Social Marketing sector is red hot. Acquisition-crazy Gravity4  just bought Bolzter to Add Lead Gen to its Marketing Cloud for further expansion in the U.S. and Latin America.

Gravity4 just further bulked up its marketing automation offerings with the acquisition of Bolzter.

Bolzter is a social marketing platform that creates a social graph for each lead by tracking that lead’s connections and behaviors. This allows a company to generate leads from its existing cluster of customers, and then use social and display advertising for targeting. Direct-response marketers can profile prospects based on actual past behaviors, likes and preferences, influences and influencers, generate lookalike audiences, and then provide targeted promotions.

Hernan Rodriguez Gravity4The company will rebrand Bolzter as CrossGraph, a part of Gravity4’s Marketing Cloud. Hernan Rodriguez, CEO of Bolzter, will join Gravity4’s global management team. This marks Gravity4’s tenth acquisition in just eleven months.

“We have a platform with which you can reach Hispanic clusters using Facebook, as well as other channels like Google or mobile, as well as doing campaigns for Latin American markets,” Rodriguez says. It should be noted that this is a global offering, so marketers can target any geographic region or cultural group.

Combining the two companies puts additional boots on the ground in Latin America, because adding together staff from each company at the Sao Paolo office will create a 30-person operation there. “Integration of the two offices will enable us to offer better services to our clients in Latin America,” Rodriguez says.

Bolzter technology works with third-party solutions, and, once a lead is created, it is automatically sent to other marketing applications; in the case of Gravity4, that means CRM.ME, allowing marketers to do all their lead management in one place.

Instead of delivering impressions via display or email and then creating landing pages to capture consumer data, marketers can drive traffic within Facebook to specific pages and directly capture the data.

Xavier Mantilla, SVP Multicultural, UMXavier Mantilla, general manager of LATAM for Gravity4, points out that Bolzter was already Facebook’s top revenue-generating partner, while Gravity4 is the largest buyer of Facebook advertising in Colombia, in part due to its representation of the Homecenter chain of stores. Mantilla, an executive with experience at Publicis, WPP and IPG, came to Gravity4 in March of this year and immediately opened the office in Sao Paulo.

Mantilla explains that adding Bolzter/CrossGraph to the Gravity4 platform will make retargeting more efficient, because data from all channels can flow into a single data management platform so that the same customers are not inadvertently retargeted multiple times as they move across platforms.

“Bolzter was the first company to go into Facebook Exchange and create lead-generation campaigns,” Mantilla adds. “This changes the lead-generation model from affiliate marketing to dynamic product ads.”

Mantilla says that, instead of delivering impressions via display or email and then creating landing pages to capture consumer data, with Bolzter, marketers can drive traffic within Facebook to specific pages and directly capture the data. He says, “It starts to become much more efficient.”

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kraft koolaidA nice brand mix and media clout, for sure. But will accounts go back for another round of reviews?

Two food giants are merging to form The Kraft Heinz Company. The merger likely means brand expansion into Latin America, tighter screws on media agencies, and account reviews.

According to the press release, the newly combined company will have eight brands each worth more than $1 billion, as well as five brands worth between $500 million and $1 billion. Berkshire Hathaway and 3G Capital, engineers of the deal, promise “substantial opportunity for synergies, which will result in increased investments in marketing and innovation.”

Basil T. Maglaris, director of corporate affairs for Kraft Foods Group, tells Portada, “This is a transformative deal that brings together a powerful combination of iconic brands and great talent. We are excited about the opportunity that this new company can offer for our consumers and customers. However, we can’t speculate on any changes after the transaction is completed. In the meantime, it’s business as usual at Kraft.”

Kraft Heinz says the synergy potential could add up to an estimated $1.5 billion in annual cost savings implemented by the end of 2017 from increased scale, the sharing of best practices and cost reductions.

There will certainly be economies of scale when it comes to media buying. But there are also interesting ways that the new company can get more bang out of its creative and media bucks, according to Xavier Mantilla, GM Latin America for Gravity4. For example, two brands can go in together, splitting a 30-second TV spot.

Mantilla worked on the Heinz business while he was at Universal McCann, and found significant lift for both brands when advertising Heinz Ketchup and Ore Ida together.

“In people’s minds, ketchup goes with potatoes. It was a smart way of buying a spot for Heinz but having two brands showcased,” he says – and the pairing created better brand lift. “With this acquisition, I think there’s the possibility to do more of that.”

In this regard, 3G Capital could be a big help, according to Marcelo M. Bicudo, CEO of Brand Union, Brazil. Bicudo says, “Traditionally, companies owned by 3G Capital are successful marketing across all disciplines. Tactics such as implementing integrated communication projects and maintaining a strong presence in traditional media, digital, brand activations and sponsorships are important. As leaders in the industry, they are great strategists when it comes to sales channels and point of sales.”

Agencies put to the test

When Berkshire Hathaway and 3G Capital acquired Heinz in 2014, it shifted its global media account, worth $250 million, to OMG, and gave U.S. media to IPG’s Universal McCann, shutting out incumbent Cramer-Krasselt. Also last year, Kraft consolidated its agencies, narrowing them down to four: mcgarrybowen, Leo Burnett, Taxi and Crispin Porter + Bogusky.

“All companies bought and administered by 3G face similar cost-reduction processes and need to find operational synergies, financial and marketing,” says Bicudo. “In marketing, they usually review projects, services and global strategy to strengthen and improve the presence of their brands along consumer journey. After a merger like this, 3G Capital often change marketing agencies or look for their own culture in service providers.”

When clients merge, they do take the opportunity to pit agencies against each other.

Mantilla, who left a post as SVP for UM in New York last month to join Gravity4, says that, in his experience, when clients merge, they do take the opportunity to pit agencies against each other. There’s danger here for both the incumbent and the wannabees. During the creative phase, it’s all glamor and excitement. But, during the procurement phase, he says, “Sometimes agencies promise great stuff, but they can’t deliver because they’ve cut their margins or don’t have enough people to service the account.”

Mantilla has seen his own agencies lose out in account reviews by being undercut on price. “We lost … when it came to the procurement phase, because, as incumbent, we came with a very real proposal. Our competition said, ‘We believe this is what it would take.'”

When it comes to reaching Hispanic consumers, Mantilla sees Kraft and Heinz as pioneers and leaders in the space. He also gives kudos to LatinWorks, Heinz’s multicultural agency. LatinWorks did not respond to a request for comment. Mantilla says, “The creative executions at LatinWorks have been great. The tactical work and content development by Kraft is great. When you have two good pieces that can come together and create a bigger whole, that’s what should happen in this merger.”

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WHAT: Xavier Mantilla has been appointed as General Manager of Gravity4 in Latin America. He will lead the operation out of Sao Paulo, Brazil. Until recently Mantilla worked as SVP at UM in New York.Gravity4  last week acquired display ad retargeter Triggit and is on an acquisition spree to fulfill its vision to become the World’s First High Frequency Marketing OS.
WHY IT MATTERS: Gravity4 is the latest Ad-Tech company expanding into Latin America. It is in the closing negotiation rounds to acquire another FBX leader, that will make it the largest FaceBook paid ad partner in Latin America. Mantilla tells Portada that his plan is to be a game changer by adding transparency to the Latin American digital ecosystem as well as making it innecessary to need volume deals in order to get efficient programmatic buys.

xavier.mantillaDigital Media and Agency executive Xavier Mantilla (photo) has just been appointed as General Manager Latin America of Gravity4, and will lead the company’s expansion into Latin America.

“My role is aiding the acquisitions in-country, managing the client relations and most importantly – making the business grow in a healthy and solid manner by sidestepping the use of resellers or brokers that only make products more expensive and do not provide complete clarity to their clients,” Mantilla tells Portada.
Gravity4 is a San Francisco headquartered  company that was launched last year by former Radium ONE CEO  Gurbaksh Chahal, and is rapidly acquiring players in the ad-tech sector pursuing its vision of creating the World’s first High Frequency Marketing OS. Just last week Gravity4  announced the acquisition of Triggit, a financially distressed firm that enables advertisers to build, run, measure and optimize retargeting-driven display campaigns from a single platform. Triggit also has a seat at the coveted Facebook private exchange.

Opening Brazil and soon in Mexico, Colombia, Chile and Argentina

“We are opening our offices in Sao Paulo this month. Because of the Triggit acquisition we start already with a solid client base and growth, and we are in the closing rounds of another FBX leader, that will make us the largest FaceBook paid advertising partner in Latin America,” Mantilla tells Portada. He adds that “because of Triggit we will be one of 15 global companies that partner directly with Facebook, so this gives us a huge advantage in comparison to agencies or re-sellers that use their DSP/SSP model to buy through to the FBX (Facebook Exchange).”
Triggit’s current office in Brazil will be Gravity4’s first office in Latin America. Mantilla notes, that “with their staff and the second acquisition we are making we will have a dozen Gravity4 employees on the social front from day one in Brazil. Then across the other digital verticals I plan to hire in SP digital sales and a strong strategic planning executive with digital/data background because coming from the agency side – my time at IPG, Publicis and WPP- I know that strategy drives media, and so we want to cross-sell the platform from not only a business perspective, but also from a strategic framework as we will be able to use data in a very powerful way, and this will be Business Intelligence that agencies and clients will be able to use from the first campaigns.”

We will sidestep the use of resellers and brokers that only make products more expensive and do not provide clarity to clients.

“Once Sao Paulo is fully operational – we hope within 60 days as final legal issues will be finished in 10 to 20 days – that will be start of full operation at our regional headquarters, and from there Mexico is our next target for opening offices. The idea is that by Q3 we will be operating not only in Brazil and Mexico but also in Chile, Colombia and Argentina, a true pan-regional play.”

Game Changer: New Open Practices for the Region?

Gravity4’s plan is to be a game changer. Mantilla says that  “the luxury of having worked at the 3 largest communications groups” allows him to know how the agency world works, and how to help them in order to change the old AVB, markup, broker model, without bundling or adding any costs. “Our idea is simple – a great operating system that is a managed service platform, with all the information and data for clients to use.”

According to Mantilla Gravity4’s model is completely open: “Our model is totally open as we work across digital verticals that create data, and we will give this data to our clients, as their budget will be used for them to learn about their audience. Not to re-sell data to or for other audiences. Our clarity will be one of our biggest assets in the data business.”

Agencies in the region will benefit from having access to programmatic without needing the high volumes to get a good deal.

Gravity4 claims to be disrupting two industries at once: Programmatic advertising and enterprise software:  “I believe we will be adding a level of clarity that does not currently exist with the programmatic players in the region. And because our platform is created in an enterprise model, we believe that any company that has invested large sums of money to get the sophistication they require, will benefit from our open API that will let them take all the first party data we create through the campaigns, and they can model this data in a rich and powerful way. Imagine CRM that is powered through the first party campaign data along with social and mobile data points…now you are talking true shopper marketing, geo messaging in a potent way, to your existing base, and then using data to grow by the model you choose to use – attribute modeling, regression modeling or however you want to slice the information. And the important fact: It is  your data, we do not use or re-sell to others like most vendors, so it makes your budget much more efficient. I believe this will make the programmatic a real day-to-day campaign vertical, as in a real way you are creating many mini-private exchanges for clients. A value proposition that does not have any competition in Latin America, as the regional model is the antiquated AVB, mark-up or bundle model. We will bring value and I think that is what is most disrupting to the way business was done in the region.

Gravity4 is led by Entrepreneur and Investor Gurbaksh Chahal who previously in his career launched and sold Internet companies ClickAgents (sold to ValueClick), BlueLithium (sold to Yahoo!) and multichannel-DSP RadiumOne, a company of which he was ousted while he was the CEO.

Last week’s Triggit’s acquisition was Gravity4’s seventh, which suggests Chahal may be sweeping up distressed firms for the incremental revenue, customer base and publicity benefits those transactions generate.