Correction: In the original version of this article, Pandora was incorrectly mentioned as an inventory partner.
The Hispanic American market just got much easier to reach for mobile marketers, thanks to the rollout of a new ad exchange -- the Hispanic Ad Exchange -- specifically geared for the U.S. Hispanic market.
The Hispanic Ad Exchange is operated by Adsmovil, a Cisneros Interactive company. The company claims that the ad exchange will house over 500 billion ad impressions per month from mobile sites and apps, both in English and Spanish.
Adsmovil has several large inventory partners lined up, including Univision, Venevision, Terra, Telemundo and others.
“We’ve worked closely with Adsmovil for three years,” stated Josh Cella, Univision’s SVP of digital sales. “Having a partner that’s increasing its focus on the U.S. Hispanic audience by creating this exchange is a great step for the market. This audience is mobile-first. This is the right progression for the industry.”
Adsmovil cites three recent studies -- one each from eMarketer, Experian and Nielsen -- to show the promise of the U.S. Hispanic mobile market. Per eMarketer, mobile devices have penetrated more Hispanics than any other ethnic group in America; Experian notes that Hispanics are 17% more likely to access the Web via their mobile devices than via computers; and Nielsen found that nearly 75% of U.S. Hispanics own a smartphone.
“Adsmovil’s Hispanic Ad Exchange emerges to meet the demands of advertisers and agencies to buy mobile ad inventory using programmatic platforms,” stated Adsmovil CEO Alberto Pardo. “We see programmatic buying as the future of mobile and digital advertising, and believe the trend of buying and selling audiences, rather than media, will continue to grow.”
The ad exchange will be powered by PubMatic, a supply-side platform (SSP).