PRISA and Vocento to create joint programmatic ad sales platform

PRISA, the world’s largest Spanish-language media group - present in 23 countries and a leader in education, news and entertainment - and Vocento, Spain’s number one press group and leader in regional markets thanks to the consolidation and positioning of its wide range of titles, have reached an agreement for the creation of what's set to be Spain’s biggest programmatic advertising platform.
 
The goal of this new Market Place is to leverage qualitative audience aggregation for the sale of programmatic advertising. This offers advertisers improved visibility rates and generates campaigns that are more efficiently targeted at users, thanks to the volume of data provided by both companies, such as has already happened in other important European markets such as the United Kingdom, Germany and France.

This project also foresees, from the outset, the incorporation of new partners from among Spain’s chief publishers.

PRISA and Vocento will continue to sell advertising independently through their brands, but, by combining their inventory, they will boast a highly competitive product in the marketing of audiences.