MiQ Buys Latin American Business Adsmovil

London-based ad tech and audience intelligence company MiQ is to acquire the Latin America business of digital advertising provider Adsmovil, creating what it says is the region's largest independent programmatic solution for brands and agencies.

MiQ has 33 offices across North America, Europe, APAC and Latin America, and offers buying platforms, ad inventory and audience intelligence. Its Sigma operating system uses AI to connect the advertising ecosystem together, revealing what global audiences are watching, browsing and buying.

The acquisition strengthens the firm's presence in twelve Latin American markets, namely Mexico, Brazil, Colombia, Argentina, Chile, Costa Rica, Ecuador, El Salvador, Guatemala, Peru, Puerto Rico and Uruguay. Adsmovil specializes in data-agnostic audience segmentation and omnichannel activation, backed by a strong first-party data footprint. Following the buy, in May, MiQ will formally launch Sigma in the region, integrating its existing tech with data from Adsmovil Personas and its multi-channel retail media platform, Linki.

The combined company will boast more than 150 employees across the region, and will be led by Eric Tourtel as CEO of Latin America. Adsmovil's founder and CEO Alberto 'Banano' Pardo will stay on as Chairman of MiQ LatAm and operate as a hands-on advisor to the combined entity. He will also run Adsmovil's US business - which is not included in the transaction - as a separate, standalone company.

Gurman Hundal (pictured), Co-Founder and Global CEO of MiQ comments: 'Acquiring Adsmovil is a major step in our strategy to build the most complete, data-driven programmatic offering for clients in LatAm and around the world. As a company, our ambition has always been to connect advertisers to audiences wherever they are and however they engage with media. This acquisition allows us to include this region's most talented minds and compelling services with our ambitious roadmap. Their focus on innovation, measurable outcomes and client partnership closely mirrors ours at MiQ.'

Web site: www.wearemiq.com .