Hispanic Agency LatinOn Taps Adaptive For Programmatic Selling

Adaptive Media, a supply-side platform (SSP), on Wednesday announced it has inked a deal with LatinOn Group, a Hispanic digital media agency that works with digital publishers.

Specifically, LatinOn will use Adaptive’s “Media Graph” -- a programmatic ad platform for mobile video advertising.

"We've been searching for ways to make our digital media efforts more streamlined and less fragmented,” commented Risbel Mendoza, COO at LatinOn, in a prepared statement.

Programmatic is playing a key role in the growth of mobile, and buying mobile video ads via automation is also a growing trend.

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Additionally, Latin American marketers have become increasingly interested in programmatic advertising. The LatinOn-Adaptive partnership is just the newest piece of the puzzle.

Over the past year, major ad tech firms such as Rubicon Project, PubMatic, TubeMogul, MediaMath and Rocket Fuel have opened offices in Latin America, and this summer, AppNexus acquired Real Media Latin America.

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