Sony Pictures Television (SPT) has signed an agreement to acquire a majority stake in IMS Internet Media Services (IMS), one of Latin America’s largest ad sales and media buying firms in the digital space.
Both Andy Kaplan, president of SPT and Gaston Taratuta, CEO, Founder for IMS are expected to sign the deal once the regulatory approval is obtained. “Gaston and his team are experts in the digital space and they have created a fantastic business across Latin America,” said Kaplan. “With the sector growing exponentially and evolving quickly, we’re looking forward to working together to grow our collectivebusinesses.
“SPT combines powerful programming with an international infrastructure and a leading leadership team,” noted Taratuta. “We look forward to the synergies these will bring to joint initiatives within Latin America and new regions.”
IMS is the largest independent digital ad sales company in Latin America and the largest digital media buyer in the region with its headquarters in Miami. Its commercial partnerships include Waze, Twitter, LinkedIn, Spotify, Crackle, iAds and Foursquare, among others.
Taratuta will continue as CEO; Ignacio Vidaguren as COO; Maren Lau as CMO; and Mariano Roman as CCO, and nosignificant changes to the business are currently planned.
The digital ad sales outlook for Latin America is poised for double-digit growth over the next five years, in a region where mobile connections already surpass 120% of the population.
According to the IMS Mobile in LatAm study in conjunction with comScore, more than 60 percent of users of mobile apps such as Twitter, LinkedIn, Spotify and Waze consider that these are very important in day-to-day life.