Around the Net
AppNexus Buys Real Media Latin America
- AdExchanger, Monday, June 15, 2015 5:11 PM
Independent ad tech firm AppNexus has acquired Real Media Latin America, another ad tech company, reports AdExchanger. The move puts AppNexus in place to gobble up programmatic ad dollars being spent in the Latin American region.
“[Real Media Latin America’s] headcount and customer roster suggest the company is a formidable player,” AdExchanger writes. “RMLA employs 40 people to service the ad-serving contracts of some very big digital media sellers in Brazil, Mexico and Argentina. Those customers include Globo, Estadão, Walmart, MercadoLibre, El Universal Mexico and about 45 others.”
Terms of the deal were not disclosed. The deal is expected to close later this summer.
Real Media Latin America was formerly the Latin American arm of 24/7 Real Media, AdExchanger notes. It sold to Peter Gervai in 2002 “in exchange for a perpetual licensing-based revenue stream.”
“In the wake of that desperation move, agency conglomerate WPP Group bought 24/7 Real Media (in 2007), later renamed it Real Media and finally sold its key tech product – Open Adstream – to AppNexus in 2014 in a deal that valued the ad server at about $155 million,” the article continues.
Having Real Media Latin America’s tech included in its offering will enable AppNexus to “upsell existing Open Adstream customers on its other products,” writes AdExchanger.
