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EXTE, meeting between technology, creativity and media


Latin America. SunMedia Group, formed by SunMedia, the AdTech of Spain and Latin America; RichAudience, the programmatic marketplace in rich media; and AdPone, the technology company for publishers that maximizes programmatic inventory; announced the launch of EXTE.

EXTE is the meeting point between technology, creativity and media. It is the brand resulting from the integration of the three AdTechs, which will bring to the group their experience in their respective fields, as well as those most successful solutions that each of them has already developed under their brand.

EXTE will lead the innovation, product, technology and marketing of the different brands and will become the AdTech group of reference in Open Web solutions at an international level.

"EXTE is the materialization of an idea that we have always had since the beginning of the conversations between the three companies. We focus on generating solutions and services that allow both buyers and sellers to obtain a better ROI and adapt easily to the latest market trends," says Fernando García, who will serve as CEO of EXTE.

- Publicidad -

"The extraordinary talent and ambition of our team forms the foundation of this ambitious project. Through our constant innovation and leadership, we are shaping a promising future, in which we will reach new heights of success and leave a lasting mark on our industry."

Likewise, the three companies jointly present some solutions born from this sum of forces: EXTE markets, the Private Premium ecosystem that allows advertisers to develop their own programmatic open web ecosystem; EXTE ai, EXTE's advanced machine learning technology, and EXTE studio, a tool geared towards creativity and innovation.

In addition to these tools, before the end of 2023, EXTE plans to launch seven new solutions to help advertisers, agencies and publishers in their advertising needs.

On the other hand, EXTE has appointed a part of what will be the management team of the new company: Fernando García will be in charge of leading EXTE as CEO, David Gómez will continue with the functions he performed in SunMedia as COO (Chief Operating Officer) as well as Antonio Figueroa, who will be the CFO (Chief Financial Officer) of AdTech.

Manuel Merino will assume a new responsibility and will be the CPO (Chief Product Officer) of EXTE; Álex Martínez will also have a new role as CSO (Chief Strategy Officer); while Álvaro Pastor will hold the position of CMO (Chief Marketing Officer) and Guillermo Martín will be CGO (Chief Growth Officer) of the company.

The sum of forces of the three organizations involves the integration of their work teams present in 19 offices in 15 countries around the world. EXTE has a staff of more than 300 people of 24 nationalities and, in this way, becomes a glocal company: global mindset with local focus and execution. All this under the direction of a management team with decades of experience in the digital marketing sector.

Richard Santa, RAVT
Author: Richard Santa, RAVT
Periodista de la Universidad de Antioquia (2010), con experiencia en temas sobre tecnología y economía. Editor de las revistas TVyVideo+Radio y AVI Latinoamérica. Coordinador académico de TecnoTelevisión&Radio.

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