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Latam Digital Ventures

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What: Prisa Brand Solutions, parent company of Prisa Digital, has acquired digital media sales house Latam Digital Ventures (LDV) from French digital media company Adux and Guiliano Stieglitz. The acquisition strengthens Prisa Digital’s position in the U.S. and Mexico. Prisa wants to accelerate LDV’s current capabilities with an expansion plan to new markets such as Colombia, Argentina and Chile. Update: Adux announced that it sold its 60% stake in LDV  for 2.5 million euros, or approximately US $3 million. This values 100 per cent of LDV at US  $5 million.
Why it matters:
The purchase of Latam Digital Ventures by Spanish group Prisa is a new step in the consolidation in the U.S. Hispanic and Latin American digital space. In 2015, French company HiMedia Group, now called Adux, and Giuliano Stiglitz bought Orange Advertising Americas, a unit of telco company Orange, whose assets became part of Primia Digital.

Prisa Brand Solutions, the parent company of Prisa Digital, has acquired digital media sales house Latam Digital Ventures (LDV), formed by Primia Digital and Fullscreen in Mexico, and Primia Digital and Mobvious in the U.S. UPDATE: AdUX held 60% of LDV alongside with its manager Giuliano Stiglitz who owned 40%. In 2016 Latam Digital Ventures had annual revenues of approximately US $ 10 million. 

LDV had revenues of approximately US $10 million in 2016.

With this acquisition, Prisa aims to accelerate LDV’s current capabilities with an ambitious globalization plan that will allow it to cover new markets such as Colombia, Argentina and Chile, as well as enhance its business offerings with new services such as native advertising and digital audio, thus achieving a diversified and complete product portfolio in all the major markets.

Giuliano Stiglitz will stay on as CEO of Latam Digital Ventures, leading the growth of its current business and boosting the planned expansion efforts, and will work with Chechu Lasheras, General Manager of Digital Revenues at Grupo Prisa, to ensure its successful integration and synergy with the group.

LDV has been able to develop an attractive digital advertising offering in different areas such as programmatic display, video and mobile, as well as obtain a solid position in the Mexican and US Hispanic markets thanks to its sales team, the quality of the media it represents, the innovative advertising formats it develops, and the applied technology it uses to optimize the processes and results of its managed campaigns.

Prisa expands its Sales Muscle in the Americas

“For the Prisa group, this acquisition is a foundation upon which to expand our digital sales capabilities in the Americas in disciplines that require specialization, such as programmatic display, mobile or video, and will accelerate our acquiring of talent, resources, and solutions to help us consolidate our position in the region and be able to provide our advertisers with a comprehensive service of maximum efficiency wherever they need it, and always within the secure context of premium audiences “, said Ignacio Soto, Chief Revenue Officer of Grupo Prisa. Prisa owns and operates digital properties like sports site As.com, which has a U.S. edition,  and newspaper site El Pais have a substantial following in the Americas.

Giuliano Stiglitz, CEO of Latam Digital Ventures, added that “being acquired by a benchmark group such as Prisa is undoubtedly a success derived from the excellent execution we have demonstrated since our launch. We believe that we have a very distinctive offer, both in programmatic premium display and in mobile and video, which has allowed us to gain the trust of many premium sites and of the most relevant advertisers in the market. Together with the Prisa group, we will further strengthen our position, enabling us to visualize a tremendous potential for growth.”

UPDATE: Partnership for Native between Prisa and Adux

The sale of LDV to PRISA will bring important synergies to PRISA, given the large digital audience which LDV will be able to monetize, and also to AdUX through a commercial agreement over native advertising. Indeed, as a part of the deal, Prisa Brand Solutions and Quantum (AdUX subsidiary dedicated to native advertising) have signed a 2 years agreement under which Prisa Brand Solutions will use Quantum’s solutions to generate and monetize native advertising placements in Spain, Latin America and towards Hispanic audience in the USA.

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What: HiMedia Group, a Paris based public online media and e-commerce company and Giuliano Stiglitz, former CEO of Orange Advertising Americas, have partnered to create Latam Digital Ventures, a new company dedicated to create and buy digital media businesses in Latin America and the U.S. Hispanic market.
Why it matters: The first transaction of the newly formed Group, though its subsidiary Primia.Digital, has been the acquisition of the assets of Orange Advertising Americas from France Telecom. Orange Advertising Americas employees in Miami and Latin America will be part of the new company, not so Starmedia’s editorial team.

HiMedia Group, a Paris based public online media and e-commerce company and Giuliano Stiglitz, former CEO of Orange Advertising Americas, have partnered to create Latam Digital Ventures, a new company dedicated to create and buy digital media businesses in Latin America and the U.S. Hispanic market. Stiglitz tells Portada that Himedia has a majority stake in the holding but that he has a substantial amount of share and will function as CEO of the new holding for the foreseeable future.

Giuliano StiglitzThe first transaction of the newly formed Group has been the acquisition of the assets of Orange Advertising Americas from France Telecom. Orange Advertising Americas employees in Miami and Latin America will be part of the new company, not so Starmedia’s editorial team, Stiglitz says. He adds that “we are taking over all the Orange Advertising employees except the editorial team of Starmedia.” In terms of the digital properties represented by Primia.Digital, Stiglitz notes that “we will announce new properties in the coming weeks meanwhile we will take over all the former Orange Advertising properties.” “In addition to Primia.Digital, we plan to launch two more companies this year. Our goal is to provide solid digital advertising solutions for the Latin American region,” stated Giuliano Stiglitz, CEO of Latam Digital Ventures.

In addition to Primia.Digital, we plan to launch two more companies this year.

Stiglitz says that Primia.Digital can’t be described by a specific label: “We are no longer an ad network, we haven’t been for a while. We will offer agencies and brands the quality and results they are looking for whether they are buying premium inventory or are more focused on programmatic execution. We are uniquely positioned thanks to our exclusive inventory and our experience and ability to buy media and data leveraging the best available platforms. We will offer direct sales services, yield optimization and data services to our publishers. We are one of the few companies really able to help publishers to position themselves in the region and take advantage of direct and programmatic revenues.”
Primia.Digital also has a trading desk and is working with several platforms. There are no particular DSPs or SSPs it works with. “We will use several DSPs for buying on behalf of our clients and several SSPs to optimize our publishers’ inventory, ”

Objectives…

With the purchase of Orange Advertising Americas and the launch of Primia.Digital, the company (Latam Digital Ventures) has set two main objectives: First, to help publishers understand the Latin American market, enable them to monetize their advertising spaces and facilitate the sales of their inventory through direct and programmatic channels.
Second. provide advertisers and agencies a solution to buy digital media via a large network of premium content providers, measure and optimize campaign results, increase the visibility of their ads for their specific target audience while preventing fraud with fake audience.

…and Lessons Learned at Orange Advertising

Primia.Digital is the evolution of Orange Advertising and is in a position to capture lots of new opportunities for a digital media business. “Being CEO of Orange Advertising has given me considerable insight in the region from a very privileged position,” Stiglitz notes.
He adds that in in this industry you either “evolve or die.”” You also need to be present across different touch points of the value chain a one size fits all company doesn’t work that’s why we have created a holding, Latam Digital Ventures, which will managed a diversified portfolio of companies working with local entrepreneurs on many different aspects of the industry (trading, representation, video, mobile, e-commerce, native advertising, etc.).”

You also need to be present across different touch points of the value chain a one size fits all company doesn’t work that’s why we have created a holding, Latam Digital Ventures.

Stiglitz adds that “This is a call for all those talented executives who want to become entrepreneurs and have great ideas or a great network of contacts they want to develop. We look forward to building the largest group of entrepreneur run companies in our space in the region.”

According to Stiglitz, Latam Digital Ventures goal is “to identify opportunities and work with local media and ad tech entrepreneurs to develop the best solutions for each market.” “It’s a unique venture which I believe will transform the digital media and marketing landscape, and with HiMedia Group as a founding partner, we’ll be able to take advantage of their products and technology,” Stiglitz concludes.

What: HiMedia Group, a Paris based public online media and e-commerce company and Giuliano Stiglitz, former CEO of Orange Advertising Americas, have partnered to create Latam Digital Ventures, a new company dedicated to create and buy digital media businesses in Latin America and the U.S. Hispanic market.
Why it matters: The first transaction of the newly formed Group, though its subsidiary Primia.Digital, has been the acquisition of the assets of Orange Advertising Americas from France Telecom. Orange Advertising Americas employees in Miami and Latin America will be part of the new company, not so Starmedia’s editorial team.

HiMedia Group, a Paris based public online media and e-commerce company and Giuliano Stiglitz, former CEO of Orange Advertising Americas, have partnered to create Latam Digital Ventures, a new company dedicated to create and buy digital media businesses in Latin America and the U.S. Hispanic market. Stiglitz tells Portada that Himedia has a majority stake in the holding but that he has a substantial amount of share and will function as CEO of the new holding for the foreseeable future.

Giuliano StiglitzThe first transaction of the newly formed Group has been the acquisition of the assets of Orange Advertising Americas from France Telecom. Orange Advertising Americas employees in Miami and Latin America will be part of the new company, not so Starmedia’s editorial team, Stiglitz says. He adds that “we are taking over all the Orange Advertising employees except the editorial team of Starmedia.” In terms of the digital properties represented by Primia.Digital, Stiglitz notes that “we will announce new properties in the coming weeks meanwhile we will take over all the former Orange Advertising properties.” “In addition to Primia.Digital, we plan to launch two more companies this year. Our goal is to provide solid digital advertising solutions for the Latin American region,” stated Giuliano Stiglitz, CEO of Latam Digital Ventures.

In addition to Primia.Digital, we plan to launch two more companies this year.

Stiglitz says that Primia.Digital can’t be described by a specific label: “We are no longer an ad network, we haven’t been for a while. We will offer agencies and brands the quality and results they are looking for whether they are buying premium inventory or are more focused on programmatic execution. We are uniquely positioned thanks to our exclusive inventory and our experience and ability to buy media and data leveraging the best available platforms. We will offer direct sales services, yield optimization and data services to our publishers. We are one of the few companies really able to help publishers to position themselves in the region and take advantage of direct and programmatic revenues.”
Primia.Digital also has a trading desk and is working with several platforms. There are no particular DSPs or SSPs it works with. “We will use several DSPs for buying on behalf of our clients and several SSPs to optimize our publishers’ inventory, ”

Objectives…

With the purchase of Orange Advertising Americas and the launch of Primia.Digital, the company (Latam Digital Ventures) has set two main objectives: First, to help publishers understand the Latin American market, enable them to monetize their advertising spaces and facilitate the sales of their inventory through direct and programmatic channels.
Second. provide advertisers and agencies a solution to buy digital media via a large network of premium content providers, measure and optimize campaign results, increase the visibility of their ads for their specific target audience while preventing fraud with fake audience.

…and Lessons Learned at Orange Advertising

Primia.Digital is the evolution of Orange Advertising and is in a position to capture lots of new opportunities for a digital media business. “Being CEO of Orange Advertising has given me considerable insight in the region from a very privileged position,” Stiglitz notes.
He adds that in in this industry you either “evolve or die.”” You also need to be present across different touch points of the value chain a one size fits all company doesn’t work that’s why we have created a holding, Latam Digital Ventures, which will managed a diversified portfolio of companies working with local entrepreneurs on many different aspects of the industry (trading, representation, video, mobile, e-commerce, native advertising, etc.).”

You also need to be present across different touch points of the value chain a one size fits all company doesn’t work that’s why we have created a holding, Latam Digital Ventures.

Stiglitz adds that “This is a call for all those talented executives who want to become entrepreneurs and have great ideas or a great network of contacts they want to develop. We look forward to building the largest group of entrepreneur run companies in our space in the region.”

According to Stiglitz, Latam Digital Ventures goal is “to identify opportunities and work with local media and ad tech entrepreneurs to develop the best solutions for each market.” “It’s a unique venture which I believe will transform the digital media and marketing landscape, and with HiMedia Group as a founding partner, we’ll be able to take advantage of their products and technology,” Stiglitz concludes.

Join us at PORTADA Mexico!