Media news: PRISA Media forges new alliance with leading Latin American media to jointly target US advertising market | Economy and Business


PRISA Media, Clarín (Argentina), El Comercio (Peru), Milenio/Multimedios (Mexico) and El Tiempo (Colombia) have joined forces to launch +MAS Audiences, an innovative programmatic advertising platform that connects advertisers with the US Hispanic market. The initiative brings together the world’s top Spanish-language news media groups with the common goal of revolutionizing the US advertising market.

This agreement is yet another testament to PRISA Media’s commitment to expansion in the United States and comes after the recent appointment of Juan Varela to oversee its operations in the country and the recently announced strategic alliance with iHeartMedia to integrate the streaming services of PRISA Media’s radio networks into the iHeartRadio catalog.

A unique platform

PRISA Media will now be focusing on the new avenues made available by technology in the advertising market with the creation of +MAS Audiences. This innovative platform allows a range of programmatic advertising purchase models in a way that is transparent, based on data, and personalized depending on each client’s needs.

With a reach of more than 19 million unique users, +MAS Audiences will market its digital media assets, both general interest and specialized, covering a wide range of reader and advertiser interests. The alliance’s portfolio will include websites with a large audience and widespread recognition such as As, Cadena SER, Canal 13, Clarín, El Comercio, EL PAÍS, El Tiempo, Depor, FutbolRed, Gestión, Los40, MedioTiempo, Milenio, Multimedios, Olé, Portafolio, Radio Caracol, Newscast, TodoNoticias, Trome and W Radio, among many others.

All the websites in the +MAS consortium are noted for their original, quality content, meaning advertisers will enjoy direct access to sites that are highly valued by audiences.

PRISA Media’s executive chairman Carlos Núñez said: “Thanks to the operational support of the associate teams and the coordination of Grupo Prisa, +MAS Audiences represents a revolution in programmatic advertising targeting Latino audiences in the United States. In a market shaped by the intermediation of agents who fail to add value to the process, +MAS directly connects publishers with agencies and advertisers who truly understand the importance of connecting with Hispanic audiences.”

For Héctor Aranda, CEO of Grupo Clarín, the media leader in Argentina, “+MAS Audiences is a strategic initiative to better serve our readers in the United States.”

Meanwhile, Mariano Nejamkis, CEO of Grupo El Comercio, a leader in Peru, said “media in the region have a significant Spanish-speaking audience in the US and this initiative will enable us to better connect with them.”

Angel Cong, CEO of Grupo Milenio/Multimedios, a leading media company in Mexico, added: “This alliance of leading Spanish-language media will provide advertisers targeting US Hispanics with a clear and direct way to reach this public via websites with original and high-quality content.”

For the Chief Digital Officer of El Tiempo Casa Editorial de Colombia, Diego Vallejo: “+MAS Audiences will allow advertisers in the US market to have the greatest possible reach among Hispanic audiences, within a secure environment that delivers premium content from very strong and reputable brands. This is something that would be impossible to match by a single network or publisher acting alone.”

In short, +MAS Audiences is a project that will deliver access to Hispanic audiences in a way that is both programmatic and transparent, without intermediaries and via an inventory of the highest quality. It will be overseen by the PRISA Media Sales Team in the United States, led by Juan Varela, who will coordinate with the rest of the media heads in the alliance.

About PRISA Media

PRISA Media is the business unit that brings together all of the Spanish company’s news and entertainment media. With a clear international vocation, it is the number-one media company in the Spanish-speaking world. The group operates leading brands and titles in its sector such as EL PAÍS, AS, Cinco Días, Cadena SER, LOS40, Cadena DIAL, Radio Caracol, W Radio, ADN Radio and HuffPost, among others.



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