"AppNexus already has a strong commercial presence in Latin America," said Michael Rubenstein, President of AppNexus. "The acquisition of RMLA extends our physical footprint to key locations in the region and positions us to create an independent powerhouse in a fast-growing part of the programmatic market. Latin American buyers and sellers of online advertising need a state-of-the-art technology platform if they're to build strong, independent businesses that can compete locally and globally. AppNexus is thrilled to join forces with RMLA and its outstanding team to bring our offerings to companies across Latin America."
eMarketer, a leading market research firm, estimates that the programmatic advertising market in Latin America will grow from $5.29 billion in 2014 to $8.27 billion by 2017, with over 80 percent of the region's spend concentrated in Brazil, Argentina and Mexico.
"Our integration into the AppNexus global platform is a major win for our customers," said Peter Gervai, Managing Director of RMLA. "This deal will enable them to access AppNexus' broad range of products, including the most advanced version of Open AdStream for Publishers and sophisticated analytics and forecasting tools like Yieldex. The platform's rich optimization features and robust demand pipeline will place our longtime clients at a strong market advantage. We could not be more excited to join the AppNexus team."
John Barr, AppNexus VP and former COO of Yieldex, added, "There are very few end-to-end ad tech platforms with a full global reach. With the addition of RMLA's talented professionals, premier customer relationships, and local market expertise, AppNexus is unquestionably among that handful of major players."
Founded in 2002, RealMedia Latin America offers marketing and technology solutions to online advertisers and publishers. The company is able to focus on fine-tuning local solutions for a customer's marketplace with its deep knowledge of the Latin American advertising space and industry experience. Among its customers are Globo, Estadao, Walmart, MercadoLibre B2W, El Mercurio, and El Universal Mexico.
The transaction is subject to customary closing conditions and is expected to close later this summer.