Native advertising platform Adyoulike today announced a partnership with media buying house Headway, which will expand the reach of native advertising into the fast-growing Latin American (Latam) market.
Headway is the leading data-driven media buying company for marketers in Latin America, with 14 offices in countries across the region. It delivers smart cross-channel services combining programmatic technology for display, video, mobile, native, social and cutting-edge creative formats.
The new partnership gives Headway access to Adyoulike’s in-feed native ad platform to enhance its own native advertising offering. It will be powered by Adyoulike across Latin America – a native advertising market that according to research is set to double in size from 2015 to 2018, from $1.24bn to $2.43bn.
Headway also exclusively represents MediaMath in the Latam region, and Adyoulike technology is already fully integrated into MediaMath’s offering. Using the Adyoulike platform, Headway will be able to offer publishers a complete in-feed native advertising solution that allows them to run their own native campaigns delivering sponsored content, video and traffic driving native placements through direct sales or programmatic.
Meanwhile, Headway will be able to drive demand to regional publishers through its extensive relationships with brands and agencies. It currently works with world-renowned global brands including Nike, Google, Nissan, Coca-Cola, Unilever and Samsung.
Commenting on the partnership, Francis Turner, Adyoulike CRO and UK MD, says: “Headway is the perfect partner to help us deliver more and better native advertising options to the Latam region, at scale and programmatically.
“It has the relationships and technology in place to get both brands and publishers involved in providing sophisticated in-feed native advertising to consumers. We’re really excited to join up with Headway and build for the future as part of our continuing global expansion.”
Commenting, Agustin Coll, co-founder of Headway says: “”We are thrilled to partner with the Adyoulike team. Native began to get a lot of consideration in the second half of 2015 in Latam but there is still not much local inventory available to buy native ads programmatically at scale.
“Customer experience is a vital part of all advertisers’ strategy for Latam and native helps to deliver a more immersive approach. Adyoulike technology now is fully integrated into MediaMath for programmatic buying and will help to respond to this rising need in the region.”
The move follows similar global partnerships announcements by Adyoulike, with Ad2one in the ANZAC region, and more recently, a partnership with Good Move in Italy.