Spanish-language TV network Univisi\u00f3n sees more than 70% of its digital audiences come in through mobile.<\/p>\n
\u201cThat\u2019s more than some social platforms out there. We\u2019re quickly experiencing a mobile evolution,\u201d said the company\u2019s SVP of digital sales, Josh Cella. \u201cOur clients are asking for additional targeting, and we know where we need to be.\u201d<\/p>\n
That\u2019s the gap that Latin American ad network Adsmovil is looking to fill with the release of its Hispanic mobile ad exchange, announced Tuesday with launch partners Univisi\u00f3n and Venezuelan TV and cable network Venevisi\u00f3n, both of which have sizable audiences of US Hispanic viewers and visitors.<\/p>\n
Adsmovil is owned by Cisneros Interactive, the digital division of Florida-based Hispanic\/Latin-American media conglomerate Cisneros.<\/p>\n
\u201cAmerica is no longer just America \u2013\u00a0it has the highest multicultural engagement in the world,\u201d said Adsmovil CEO and founder Alberto \u201cBanano\u201d Pardo. \u201cThere are more than 54 million Latinos in the US \u2013\u00a0that\u2019s 18% of the population \u2013 and by 2020, Hispanics will account for more than half of the entire population growth in America [according to the US Census]. Think about it: This means that millennials are now Hispanic.\u201d<\/p>\n
The numbers are particularly relevant, considering the US Hispanic population\u2019s consumption habits.<\/p>\n
\u00a0\u201cOur audience and the Hispanic audience in general is extremely tech-savvy and mobile-first,\u201d said Univisi\u00f3n\u2019s Cella.<\/p>\n
<\/span>Adsmovil will be licensing the technology it uses to power the exchange from Brazil-based DMP Tail Target, location player Factual and Experian-owned device ID firm AdTruth. SSP PubMatic will provide the automation layer that powers Adsmovil\u2019s exchange.<\/p>\n \u201cWe develop very little technology ourselves,\u201d Pardo said. \u201cWe work with partners because that allows us to focus on creating audience and serving publishers. Technology is a commodity.\u201d<\/p>\n Kirk McDonald, president of PubMatic and provider of said technology, echoed the sentiment.<\/p>\n \u201cThe role in all of this is for technology to become a commodity, yes, but the fact that technology enables conversations and connections is also a powerful part of the story,\u201d McDonald said. \u201cAdsmovil addresses the publisher piece, and we\u2019re there to enable them as a software vendor.\u201d<\/p>\n Like with any exchange, Adsmovil will help publishers make their inventory accessible to DSPs, advertisers and agencies. The difference is in the nature of the inventory and the specificity of the targeting.<\/p>\n \u201cLet\u2019s say an advertiser wants to target second-generation Mexican Hispanics in the US, or first-generation, or third \u2013 that\u2019s what we do,\u201d Pardo said. \u201cEveryone\u2019s already launched exchanges for the general market, but the Hispanic population is relevant as a specific niche. That\u2019s why we\u2019re launching an ad exchange with Latino flavor.\u201d<\/p>\n In addition to 200 publisher relationships, Adsmovil works with a large number of multinational brands, including Wells Fargo, Coca-Cola, Visa, Honda, McDonald\u2019s, Unilever, Red Bull, Gillette, Pizza Hut, Heineken, Rovio, Kellogg\u2019s and Colombia’s national airline, Avianca.<\/p>\n The company maintains offices in LA, New York, Miami, Chicago, Brazil, Mexico, Argentina and Colombia, as well as several others across Latin-American markets.<\/p>\n By\u00a0<\/span>Allison Schiff<\/span><\/a>\u00a0\u00a0http:\/\/adexchanger.com\/<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":" Spanish-language TV network Univisi\u00f3n sees more than 70% of its digital audiences come in through mobile. \u201cThat\u2019s more than some social platforms out there. We\u2019re quickly experiencing a mobile evolution,\u201d said the company\u2019s SVP of digital sales, Josh Cella. \u201cOur clients are asking for additional targeting, and we know where we need to be.\u201d That\u2019s […]<\/p>\n","protected":false},"author":18,"featured_media":25558,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_themeisle_gutenberg_block_has_review":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[1],"tags":[544],"class_list":["post-1576","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-en","tag-english"],"acf":[],"_links":{"self":[{"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/posts\/1576","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/comments?post=1576"}],"version-history":[{"count":0,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/posts\/1576\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/media\/25558"}],"wp:attachment":[{"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/media?parent=1576"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/categories?post=1576"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/adsmovil.com\/en\/wp-json\/wp\/v2\/tags?post=1576"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}