The purchase expands the Hispanic broadcaster’s digital advertising technology and data services solutions capabilities.
Entravision Communications Corp., has bought Smadex, a digital advertising technology company. The acquisition was completed through Entravision’s Headway business unit and financial terms of the transaction were not disclosed.
Based in Barcelona, Spain, Smadex is a mobile programmatic solutions provider and demand-side platform (DSP) with proprietary technology that lets advertisers execute performance campaigns on mobile devices, using machine learning-assisted bidding algorithms to identify the best combination of creative assets, audience targeting and pricing.
Smadex joins Entravision’s portfolio of digital and technology businesses that provide advertising technology platforms. Smadex will become part of Entravision’s Headway business unit, a data-driven media buying company for marketers worldwide that integrates proprietary technology and state-of-the-art partner platforms. Headway, says Entravision, “helps brands optimize and target ad campaigns with rapid innovation, cutting-edge technology and strong multi-channel operations.”
“Smadex is a strong strategic fit with our existing digital businesses that will allow us to gain unique technology expertise, broaden our digital solutions offering, enhance our execution of performance campaigns and drive incremental revenues,” said Walter F. Ulloa, chairman CEO of Entravision. “It has an experienced leadership team, growing client base and proven technology platform, powered by machine learning and data science, that will support Entravision and its Headway, Pulpo and other business units in meeting the increasing digital advertising and data services needs of our marketing partners.”