AppNexus recently agreed to acquire advertising technology firm RealMedia Latin America (RMLA), positioning it for faster growth on the continent.
The acquisition is AppNexus’s fifth in the past 12 months, extending the company’s reach across five continents.
“AppNexus already has a strong commercial presence in Latin America,” AppNexus President Michael Rubenstein said. “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.”
Market research firm eMarketer estimates that the programmatic advertising market in Latin America will grow from $5.29 billion in 2014 to $8.27 billion by 2017. More than 80 percent of the region’s spending is expected to be concentrated in Brazil, Argentina and Mexico.
RMLA is headquartered in São Paulo, and has operations in Mexico, Argentina and Chile.
Financial details of the deal have not been released.