Entravision Communications’ Headway programmatic advertising business unit, perhaps the Hispanic-focused media company’s most profitable in 2018, has just expanded through the acquisition of a Barcelona-based ad tech company.
Now part of Headway is Smadex.
Financial terms of the transaction were not disclosed.
Smadex is a mobile programmatic solutions provider and demand-side platform (DSP) with proprietary technology that allows advertisers to 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 will become part of Entravision’s Headway business unit.
“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 Entravision CEO and Chairman Walter Ulloa. “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. We are pleased to welcome Smadex to the Entravision family and continue to pursue digital assets that will further strengthen our position as a diversified global media, data and advertising technology company.”