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’s exchange.
“We develop very little technology ourselves,” Pardo said. “We work with partners because that allows us to focus on creating audience and serving publishers. Technology is a commodity.”
Kirk McDonald, president of PubMatic and provider of said technology, echoed the sentiment.
“The 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,” McDonald said. “Adsmovil addresses the publisher piece, and we’re there to enable them as a software vendor.”
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.
“Let’s say an advertiser wants to target second-generation Mexican Hispanics in the US, or first-generation, or third – that’s what we do,” Pardo said. “Everyone’s already launched exchanges for the general market, but the Hispanic population is relevant as a specific niche. That’s why we’re launching an ad exchange with Latino flavor.”
In addition to 200 publisher relationships, Adsmovil works with a large number of multinational brands, including Wells Fargo, Coca-Cola, Visa, Honda, McDonald’s, Unilever, Red Bull, Gillette, Pizza Hut, Heineken, Rovio, Kellogg’s and Colombia's national airline, Avianca.
The company maintains offices in LA, New York, Miami, Chicago, Brazil, Mexico, Argentina and Colombia, as well as several others across Latin-American markets.