MiQ Acquires Adsmovil in Latin America to Scale Data-Driven Ads

MiQ’s acquisition of Adsmovil’s Latin American operations consolidates fragmented programmatic ecosystems into a unified, data-driven platform. In Mexico, this strengthens digital advertising infrastructure, impacting media, retail, and CTV sectors amid rising demand for privacy-compliant, first-party data and omnichannel activation.

Global programmatic media company MiQ has signed an agreement to acquire the Latin American operations of digital advertising provider Adsmovil. This transaction establishes the largest independent data and programmatic buying solution for brands and agencies within the region. The integration combines Adsmovil capabilities in retail media, mobile, and digital out-of-home (DOOH) with the MiQ AI-driven operating system to serve global brands across 12 regional markets.

The acquisition is a strategic response to the increasing demand for unified, data-driven advertising solutions that can navigate the complexities of the modern digital landscape.

“The acquisition of Adsmovil represents a key step in our strategy to build the most complete and data-driven programmatic offering for clients in Latin America and around the world,” says Gurman Hundal, Co-Founder and Global CEO, MiQ. “This acquisition allows us to incorporate some of the most talented minds in the region and highly competitive services into our global roadmap. Their focus on innovation, measurable results, and collaboration with clients fully reflects our vision at MiQ.”

The decision by MiQ to accelerate its investment in Latin America stems from the identification of the region as a high-growth market for digital media. As global holding companies and independent brands seek more efficient ways to reach consumers, the need for a robust, independent alternative to traditional "walled gardens" has become critical. This acquisition allows MiQ to strengthen its physical and operational presence in 12 key markets: Argentina, Brazil, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Mexico, Peru, Puerto Rico, and Uruguay.

In previous years, the programmatic landscape in Latin America was characterized by fragmented data sources and localized activation strategies. By acquiring Adsmovil, MiQ integrates a company that specializes in data-agnostic audience segmentation and omnichannel activation. 

Adsmovil has built one of the most comprehensive offerings in mobile and commerce media, supported by a foundation of first-party data and deep regional expertise. This localized knowledge is essential for navigating the diverse regulatory and consumer environments found across the different nations in the region.

Furthermore, the integration addresses the shift toward retail media and DOOH, which have emerged as vital components of the customer journey. Advertisers now require tools that can connect virtual shopping habits with physical world interactions. The combination of these two entities provides a technical infrastructure capable of managing these requirements at scale, ensuring that programmatic strategies are informed by real-time signals rather than static profiles.

The operational merger between MiQ and Adsmovil is expected to deliver a sophisticated technical engine for advertisers to execute full-funnel programmatic strategies. Central to this offering is the MiQ AI-driven operating system, known as Sigma. This technology enables clients to connect the advertising ecosystem through 700 trillion global signals, reaching audiences across television, the web, and virtual or in-store shopping environments.

Technological Integration and Sigma Deployment

In May 2026, MiQ will formally launch Sigma in Latin America. This launch will include the integration of two proprietary Adsmovil assets:

• Adsmovil Personas: A platform designed for advanced audience segmentation and mobile-first data analysis.

• Linki: An omnichannel retail media platform that allows brands to activate campaigns across various commerce environments.

These integrations will provide the combined company with more than 400 million unique identifiers regarding consumer viewing, browsing, and purchasing behaviors. This volume of data ensures that planning, activation, and optimization are unified under a single framework, providing greater transparency and efficiency for global advertising holding companies.

Regional Scale and Leadership Structure

The acquisition unites more than 150 experts throughout the region. Following the closing of the transaction, the Latin American business of Adsmovil will be integrated into MiQ. Eric Tourtel, CEO, MiQ LatAm, will lead the regional operations. Tourtel notes that the scale of the new organization provides the strength necessary to help clients achieve their business goals in 2026 and subsequent years.

Alberto Pardo, Founder and CEO, Adsmovil, will transition to the role of Chairman, MiQ LatAm. In this position, Pardo will serve as a close advisor to the combined entity. Adsmovil’s US business is not part of this transaction and will continue to operate as an independent and separate company under the leadership of Pardo.

Enhanced Solutions for Existing Clients

MiQ’s clients in the region will receive strengthened solutions across several key channels, including:

• Mobile and Retail Media: Leveraging the specialized data from Adsmovil to drive commerce results.

• Connected TV (CTV) and Video: Utilizing the Sigma signals to optimize television and digital video spend.

• YouTube and DOOH: Implementing managed service teams in major regional markets to handle complex cross-channel execution.

The combined entity will offer a unified motor to manage the entire customer journey, from initial influence to final purchase. This approach aims to reduce the redundancies often found in multi-vendor programmatic setups and provides a clearer view of audience behavior across the 12 markets involved in the acquisition.