AppNexus, an ad tech firm that was recently acquired by AT&T, just announced a new commercial agreement with Peru-based media company Grupo El Comercio.
As part of the deal, Grupo El Comercio will adopt AppNexus’ full stack of enterprise technology products including the AppNexus Adserver, SSP and Audience Extension capabilities. The company will use AppNexus’ products to build up its digital advertising capabilities.
“AppNexus is deeply committed to helping premium publishers reimagine and grow their businesses in the digital age,” said Patrick Casal, senior director of market development at AppNexus, in a statement. “We are thrilled to have been chosen to power Grupo El Comercio’s digital advertising business as we continue to expand our business in Latin America. Our technology enables publishers to deepen their audience relationships in an open, transparent environment, which in turn gives advertisers better, safer choices in their digital strategy.”
“As a partner, AppNexus offers us independence and innovation on the open internet. Its ad serving technology enables us to transact more efficiently with our partners and optimize our revenue through a direct path to demand,” said Sergio Almallo, general manager of Grupo El Comercio, in a statement. “We look forward to deepening our direct relationships with agencies and putting their media dollars to work efficiently and effectively via AppNexus’ platform.”
In June, AT&T announced it was buying AppNexus to strengthen its advanced television advertising business. AT&T reportedly paid $1.6 billion for the company and is bringing on AppNexus’ management team and employee base that includes more than 400 software engineers and product managers.
“Ad tech unites real-time analytics and technology with our premium TV and video content,” said Brian Lesser, CEO of AT&T’s advertising and analytics business, in a statement at the time. “So, we went out and found the strongest player in the space. AppNexus has scale of infrastructure, advanced technology and diverse talent. The combination of AT&T advertising & analytics and AppNexus will help deliver a world-class advertising platform that provides brands and publishers a new and innovative way to reach consumers in the marketplace today.”