Operated by PauteFacil, a joint venture between the leading media companies in Colombia, each of the individual publishers will also serve all their digital advertising using the same online advertising platform.
The Colombian PCAN is comprised of more than 100 online sites, ranging from news to classifieds, with a reach of more than 17 million unique users. Within Latin America, Colombia registered the most significant growth in 2010 reaching total online ad spend of $41.2m, according to the Internet Advertising Bureau (IAB) and continued to grow another 33% in 2011 according to America Economia. Hence, advertisers will have exclusive access to high-quality premium online audiences, through a suite of web and mobile advertising products. These range from performance-based advertising across all of the publishers, to premium display and rich media advertising on individual publishers sites.
cXense, with its unique CCE™ (Context Computing Engine™) technology for semantic content analysis and behavioral and contextual analytics, will provide the Colombian publishers with unique, proprietary data on their online users and audiences. Combined with the cXense white-label advertising platform, the publishers can provide their advertising customers with a suite of custom ad products specifically designed for the Colombian market. The publishers will also introduce the cXense personalized site search services across their online properties, to further improve the search and navigation experience, and offer further opportunities for performance-based advertising.
"The Colombian publishers have made a strategic decision to be independent from third-party international players, including ad networks and ad exchanges, and take control over the advertising value chain," stated Hernán Moreno, CEO, PauteFacil. "By partnering with cXense, we are empowered with unique data and insight into our online audiences, which we leverage to provide unique, high-yield advertising products to our customers."
"The concept of major publishers joining forces in the online market makes a lot of sense in Latin America, as publishers need to position themselves against international players, trying to intrude their local market," said cXense's GM for Latin America, Mr. Geraldo Maroniene. "The solution from cXense is ideal for the local markets, as it is easy to deploy and configure for each customer and market, and with no up-front investments."
"cXense continues to grow its global coverage, often through a PCAN essentially encompassing an entire country. We already power national ad networks in Spain, Norway, and Switzerland, with the Colombian ad network being the first in South America," added John T. Sviland, EVP of Sales, cXense. "As we establish PCANs in more and more markets, it opens up for the ability to build 'a network of networks', where ad networks in different regions and countries can exchange advertising campaigns. Hence, for example an advertiser in Spain can reach a local Spanish audience visiting a Colombian publisher site."
PauteFacil (PauteFacil.com) was founded in 2009, backed by Caracol, El Colombiano, El Tiempo, and La Semana, the most prestigious Colombian publishing companies, with the purpose of offering advertisers a possibility to show their ads in a relevant and efficient way. PauteFacil is an inclusive network, constantly seeking new affiliates and publishers, more sales partners and more customers.
Headquartered in Oslo, Norway, cXense (pronounced [see•sense]) is a global technology company passionate about delivering innovative and intuitive products that help companies build great online user experiences. cXense redefines how companies engage with their customers online by providing services that understand both context and intent, and develop SaaS products for online and mobile advertising, audience profiling, search, and analytics.
cXense (cxense.com) has offices in Oslo, London, Zurich, Boston, San Francisco, Melbourne, Miami and Tokyo.