Smadex is a mobile programmatic technology company. Smadex will become part of Entravision’s Headway business unit which is a data-driven media buying company for marketers. Headway helps brands optimize and target ad campaigns. Financial details were not disclosed.
Entravision CEO Walter Ulloa said, “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. 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.”