MiQ today signed an agreement to acquire the Latin America business of Adsmovil, a Miami-based digital advertising provider, creating what the companies describe as the largest independent programmatic offering in the region. The deal was announced on March 25, 2026, from New York, and brings together more than 150 employees spanning 12 Latin American markets.

The transaction does not include Adsmovil's U.S. business, which will continue to operate as a separate, standalone company under Adsmovil founder and CEO Alberto "Banano" Pardo. Financial terms were not disclosed.

What each company brings

MiQ, founded in 2010 in London and now operating out of more than 33 offices worldwide, runs a programmatic media business built around its AI-powered operating system called Sigma. According to the press release, Sigma connects the entire ad ecosystem through 700 trillion global signals, allowing advertisers to reach audiences across television, web browsing, and in-store purchase environments. The platform is industry-recognized and has won multiple awards in the ad technology sector.

Adsmovil, also founded in 2010 and headquartered in Miami, Florida, concentrated its activity on the U.S. Hispanic and Latin American markets. According to the company's LinkedIn profile, its solutions include retail media, display, video, rich media, creative dynamic optimization, native ads, geolocation technology, a complete programmatic solution, and Adsmovil Personas - an audience data platform. The company reaches more than 100 million mobile users and maintains offices in Brazil, Mexico, Colombia, Argentina, and the United States.

The Adsmovil LatAm business specializes in data-agnostic audience segmentation and omnichannel activation. It has built one of the more robust mobile, commerce, and digital out-of-home solutions in the region, backed by first-party data and operational teams embedded across key markets.

Scale and geography

The combined entity will cover 12 Latin American markets: Mexico, Brazil, Colombia, Argentina, Chile, Costa Rica, Ecuador, El Salvador, Guatemala, Peru, Puerto Rico, and Uruguay. Together, the companies will field more than 150 employees across the region - a headcount that, according to the announcement, makes the combined business the largest independent programmatic provider in Latin America.

The unique ID pool is the single most striking technical figure disclosed. The combined company will give advertisers access to more than 400 million unique IDs representing what people are watching, browsing, and buying. This dataset, built from Adsmovil's first-party data footprint and MiQ's global signals infrastructure, is intended to power full-funnelprogrammatic strategies from a single execution engine - rather than requiring advertisers to stitch together separate vendors for each channel.

Global holding company clients, which already work with both MiQ and Adsmovil, will benefit from a broader set of inventory and formats, with unified planning, activation, and optimization flowing through MiQ. Existing MiQ clients in the region will gain enhanced solutions spanning mobile, retail media, CTV, video, YouTube, and DOOH - all delivered via managed service teams on the ground in key markets, not through remote-only account management.

Leadership structure

Following the close of the transaction, the integrated LatAm operation will be led by Eric Tourtel, currently CEO of Latin America at MiQ. Pardo will stay on as Chairman of MiQ LatAm and serve as a hands-on advisor to the combined entity, while simultaneously running Adsmovil's U.S. business as a separate company.

"Acquiring Adsmovil is a major step in our strategy to build the most complete, data-driven programmatic offering for clients in LatAm and around the world," said Gurman Hundal, Co-Founder and Global CEO of MiQ. "As a company, our ambition has always been to connect advertisers to audiences wherever they are and however they engage with media. This acquisition allows us to include this region's most talented minds and compelling services with our ambitious roadmap. Their focus on innovation, measurable outcomes and client partnership closely mirrors ours at MiQ."

Pardo framed the deal around client benefit on both sides. "When we built AdsMovil, our goal was simple: create and deliver best-in-class solutions for clients across Latin America," he said. "With this acquisition, MiQ's clients gain that edge through expanded access to mobile, retail media, and DOOH, while Adsmovil's clients benefit through connection to MiQ's award-winning technology and global scope. It's a win-win for all of our clients."

Tourtel addressed scale directly. "We are energized to join these teams together. With more than 150 people across Latin America, we are now the largest independent programmatic offering in the region, giving us the strength to help our clients excel and meet their business goals in 2026 and beyond," he said.

Sigma arrives in LatAm in May 2026

One of the more concrete near-term technical milestones disclosed in the announcement is a fixed date: in May 2026, MiQ will formally launch Sigma in Latin America. The rollout will be bolstered by integrated data from Adsmovil Personas - the audience data platform - and from Linki, Adsmovil's multi-channel retail media platform.

This is not a gradual migration. The announcement frames May 2026 as the formal launch moment, implying that clients in the region will gain access to Sigma's full signal stack at that point rather than through a phased rollout. For advertisers running campaigns in Mexico or Brazil, the integration of Adsmovil's retail purchase signals into Sigma's 700-trillion-signal data layer creates a more granular view of consumer behavior than either company could offer independently.

MiQ's Sigma platform has already been referenced in industry contexts outside Latin America. MiQ Sigma was deployed as a trading agent in PubMatic's AgenticOS, the industry's first operating system built for agentic advertising, with live campaigns running through the infrastructure during the first quarter of 2026. That deployment positioned Sigma as one of the earliest programmatic systems operating autonomously within agentic frameworks - a detail that takes on additional weight now that Sigma is being extended into a market of this size.

MiQ's acquisition history

This is not MiQ's first acquisition. In November 2023, MiQ acquired Grasp, a French media governance and data quality company founded in 2015. That deal extended MiQ's capabilities in digital advertising governance, bringing SaaS tools that prevent non-compliances and enforce governance frameworks before campaign launch. Before that, in 2022, MiQ acquired UK-based AirGrid, a company specializing in targeting and activation capabilities for programmatic advertising. The Adsmovil LatAm acquisition is the most geographically significant of these moves, representing a direct expansion into a new continent-level market rather than a capability bolt-on.

Why Latin America, why now

The timing of this acquisition tracks with a broader acceleration of investment in Latin American digital advertising infrastructure. VIOOH expanded programmatic DOOH in Brazil in November 2025 through a partnership with RZK Digital, bringing programmatic access to over 800 screens across 43 bus terminals. Vistar Media launched programmatic DOOH inventory across Brazil in August 2025, connecting advertisers to over 30,000 screens nationwide. According to WOO data cited in Vistar's announcement, the Latin America out-of-home market reached $2.7 billion in 2024, with Brazil accounting for more than one-third of that total. Disney extended its Magnite ad tech partnership into Latin American markets in October 2024, adding six key LatAm territories to an arrangement that had previously focused on other regions.

YouTube designated MiQ Digital as one of four vetted YouTube Activation Partners in October 2025, a program that recognized the company's ability to convert behavioral data across watching, browsing, and purchasing activities into targeting parameters. That designation is directly relevant to the Adsmovil deal: the combined entity will offer YouTube as one of its enhanced channels, with MiQ's activation credentials from the YouTube partner program sitting alongside Adsmovil's regional inventory relationships.

The convergence of retail media and CTV is an important structural backdrop. IAB Europe analysis published in November 2025 identified retail media and connected television as converging channels, with retail media projected to capture 20% of global advertising revenue by 2030. Adsmovil's Linki platform - a multi-channel retail media network described as one of the region's largest and most diverse - positions the combined company to participate in that convergence within Latin America specifically.

What the deal means for independent programmatic

The word "independent" in the announcement is deliberate. Latin American programmatic buying has historically been dominated by the global holding company trading desks and by the large platform ecosystems - Google, Meta, Amazon - that operate their own inventory and targeting infrastructure. An independent programmatic provider of this scale, operating across 12 markets with managed service teams on the ground, represents a structural alternative.

For agencies and brands that prefer to work outside holding company structures, or that need local expertise alongside global data infrastructure, the combined MiQ-Adsmovil entity is now the most substantial option in the region. The 400 million unique ID pool, built from first-party data rather than modeled audiences, is a particular differentiator in a market where privacy regulations are tightening and cookie-based targeting is under sustained pressure.

PPC Land has tracked how Latin American programmatic infrastructure has thickened through 2024 and 2025, with successive investments in DOOH, CTV, and retail media across Brazil, Colombia, Mexico, and Argentina. The MiQ-Adsmovil combination sits at the intersection of all three of those growing channels.

Timeline

Summary

Who: MiQ, a global programmatic media company founded in London in 2010, is acquiring the Latin America business of Adsmovil, a Miami-based digital advertising and data company founded in the same year. The deal brings together more than 150 employees across 12 LatAm markets. Eric Tourtel will lead the integrated entity as CEO of Latin America. Alberto "Banano" Pardo, Adsmovil's founder, will serve as Chairman of MiQ LatAm while continuing to run Adsmovil's U.S. business separately.

What: MiQ has signed an agreement to acquire Adsmovil's Latin America business - including its mobile advertising capabilities, the Adsmovil Personas audience data platform, and the Linki multi-channel retail media platform. The transaction excludes Adsmovil's U.S. operations. The combined company will offer advertisers access to more than 400 million unique IDs and enhanced solutions spanning mobile, retail media, CTV, video, YouTube, and DOOH. MiQ's AI operating system, Sigma, is scheduled to launch formally in LatAm in May 2026.

When: The agreement was announced on March 25, 2026. The Sigma platform launch in Latin America is planned for May 2026. No closing date for the transaction was specified.

Where: The acquisition covers 12 Latin American markets: Mexico, Brazil, Colombia, Argentina, Chile, Costa Rica, Ecuador, El Salvador, Guatemala, Peru, Puerto Rico, and Uruguay. Adsmovil's U.S. business, based in Miami, Florida, is not included in the deal.

Why: MiQ is expanding its presence in high-growth markets as part of a stated strategy to build the most complete, data-driven programmatic offering globally. Latin America's digital advertising infrastructure has accelerated significantly through 2024 and 2025, attracting investment from platforms including Disney, VIOOH, Vistar Media, and Netflix. Adsmovil's first-party data footprint, retail media network, and on-the-ground managed service teams give MiQ local depth that would take years to build organically. For Adsmovil's LatAm clients, the deal provides access to MiQ's global technology stack and the 700-trillion-signal data layer within Sigma.

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