Entravision acquires Smadex

Entravision Communications Corporation announced it has acquired Smadex, a digital advertising technology company.  The acquisition was completed through Entravision’s Headway business unit and financial terms of the transaction were not disclosed.

Based in Barcelona, Spain, 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 joins Entravision’s growing portfolio of leading digital and technology businesses that provide advertising technology platforms to deliver performance-based solutions and data insights for marketers.  Smadex will become part of Entravision’s Headway business unit which is a leading data-driven media buying company for marketers worldwide, integrating proprietary technology and state-of-the-art partner platforms. Headway helps brands optimize and target ad campaigns with rapid innovation, cutting-edge technology and strong multi-channel operations.

“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 Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision.  “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.”