Adrian J Cotterill, Editor-in-Chief
Hivestack, the world’s leading, independent programmatic DOOH #AdTECH company this week announced a partnership with Grupo Expansión, a major omnichannel media owner in Latin America connecting audiences with brands across magazines, events, video podcast, podcasts, online display, OOH and DOOH.
Hector Gonzalez, Chief Revenue Officer of the Americas at Hivestack commented, “We are thrilled to announce our full stack partnership with Grupo Expansión, a well known omnichannel media owner and publisher. This partnership will provide them with a myriad of solutions that support healthy and efficient revenue growth across their impressive network of inventory and will allow for us to expand the variety of DOOH screens in Mexico available programmatically through the Hivestack platform”.
As part of this announcement, Grupo Expansión’s impressive network of DOOH screens in multiple environments such as Roadside, Airports and Shopping Malls will be integrated into the Hivestack SSP, and now available to purchase programmatically for local and global agencies and omnichannel DSPs alike. In addition, Grupo Expansión will leverage Hivestack’s Ad Server to manage both direct and programmatic sold inventory across their screen networks and will be able to mediate programmatic bids in a fair and unified auction model from multiple SSPs exclusively through the Hivestack Header Bidder.
Jorge Dibildox, CEO of Out of Home (OOH) at Grupo Expansión added, “This partnership marks a milestone in our mission to transform and optimize the outdoor advertising industry. Hivestack, with its expertise and cutting-edge technology, will enable us to offer our clients a broader and more sophisticated range of programmatic DOOH solutions. Programmatic DOOH advertising has revolutionized the way brands connect with their audience, and this integration puts us in a unique position to take advantage of all the opportunities this innovative methodology has to offer”.
The partnership with Grupo Expansión signifies Hivestack’s continued growth across Mexico and LatAm, following recent announcements with Grupo IMU in Mexico in July. In Mexico alone, DOOH ad spend is projected to reach $108.30m USD in 2023 with an annual growth rate (CAGR 2023-2027) of 5.01%, resulting in a projected market volume of $131.70m USD by 2027.
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