AppNexus Announces Technology Partnership with Grupo El Comercio
Leading Peruvian Publisher to Adopt Full-stack AppNexus Publisher Suite
São Paolo, August 27, 2018 – Grupo El Comercio, Peru’s largest media company, and AppNexus, the world’s leading independent advertising technology company, today announced a comprehensive commercial agreement, in which Grupo El Comercio will adopt AppNexus’ full stack of enterprise technology products, including the AppNexus Adserver, SSP, and Audience Extension capabilities. The technology will optimize Grupo El Comercio’s digital advertising capabilities and strengthen its position as a leading independent publisher in Peru.
“AppNexus is deeply committed to helping premium publishers reimagine and grow their businesses in the digital age,” said Patrick Casal, Senior Director, Market Development, AppNexus. “We are thrilled to have been chosen to power Grupo El Comercio’s digital advertising business as we continue to expand our business in Latin America. Our technology enables publishers to deepen their audience relationships in an open, transparent environment, which in turn gives advertisers better, safer choices in their digital strategy.”
AppNexus’ advertising technology encompasses all digital channels (desktop, mobile, connected TV), formats (display, video, native), and application purposes (guaranteed and programmatic). Its technology platform is open and programmable, which affords customers the ability to build and innovate on top of its Application Programming Interfaces (APIs).
The partnership provides Grupo El Comercio with the infrastructure to develop its digital advertising business on the open internet by expediting activities such as the development and launch of digital ad products, and by improving the efficiency of ad operations with regard to ad management, optimization, forecasting, yield analysis, and programmatic buying.
“As a partner, AppNexus offers us independence and innovation on the open internet. Its ad serving technology enables us to transact more efficiently with our partners and optimize our revenue through a direct path to demand,” said Sergio Almallo, General Manager of Grupo El Comercio. “We look forward to deepening our direct relationships with agencies and putting their media dollars to work efficiently and effectively via AppNexus’ platform.”
ABOUT GRUPO EL COMERCIO
Grupo El Comercio has 178 years of existence and has the largest presence in media in the Peruvian market, positioning itself as the leader in press and television. Thus, it owns 9 of the 12 most read newspapers in the country; likewise, in the television category, it has a majority stake in América Televisión, an open signal channel that leads the audience in Peru. In the same way, it is considered as the first media company to venture into digital media, making it the most viewed medium page in Peru, which translates into higher revenues from web advertising.
AppNexus is a global internet technology company. We operate the world’s largest independent marketplace for digital advertising and powerful enterprise technology for buyers and sellers of digital ads. Our scaled, real-time decisioning platform enables publishers to maximize yield and marketers and agencies to harness data and machine learning to deliver intelligent and customized campaigns. For more information, follow us at @AppNexus or visit us at appnexus.com.