Dentsu Aegis Network Acquires Navegg DMP; Ecommerce to Increase 18% in Brazil

This week’s in Latin American RoundUp: first acquisition of the programmatic market in 2016 was already announced — Dentsu Aegis takes control of Navegg DMP; Ecommerce in Brazil released the forecast of growth this year; and, finally, J. Walter Thompson Brazil creates an analytics division to serve JWT Group in Latin America.

Dentsu Aegis Network Acquires Navegg

New year, new acquisition for Dents Aegis Network: the company announced that it has closed a deal to buy Navegg. The value of the transaction was not disclosed.

Navegg is a Brazilian data provider management company with a wide presence in Latin America. It was founded in 2008 by Adriano Brandão, Luciano Juvinski, and Pedro Cruz; and currently has two main offices in São Paulo and Curitiba. The most recent numbers account for data of 400 million internet users; and among its clients Navegg has big publishers such as Globo, Estadão, and Editora Abril. The company has also deals with Google, Yahoo, MediaMath, and Rubicon Project.

The company will keep its operations as an independent business unit, specialised in enriching data.

Juvinski, Navegg’s CEO and CTO, will assume the position of general manager and report directly to Abel Reis, CEO, Dentsu Aegis, and Ashiwini Karandikar, president, Amnet Global.

E-commerce expected to increase by 18% in Brazil

2016 started with big news about ecommerce in Brazil: According to the Brazilian Association of Electronic Commerce (ADComm), the sector is expected to grow its revenue by 18%, reaching BRL$56.8bn (approximately £9.7m).

The average ticket forecast is BRL$298 (approximately £50), and the expectation is to have 200 million transactions.

Even though the forecast is positive, 2015 had a slightly better performance: there was BRL$48.2bn in revenue (£8.24bn), which represents an increase by 22% on a year-on-year basis. Brazilians place 155.5 million orders, with an average ticket of BRL$310 (£53).

J. Walter Thompson creates an Analytics Division in LATAM

J. Walter Thompson, media agency part of JWT Group in Brazil, announced the creation of a division that will perform data analytics. The new area is part of changes that came with Camilla Bertoli and João Dabbur assuming the position of Head of Media.

Ana Raquel Hernandes will be the leader of the new analytics division, responsible for serving the entire JWT Group in Latin America. The main goal is to develop experience in new technologies and introduce them to areas and markets that have not been working with them.

“Converting data into intelligence is the market’s main secret and the reason for that is simple: we can create conversation with potential customers as we never could before. However, this conversation is each day more sophisticated and its territory is more complex”, said Ezra Geld, CEO, J. Walter Thompson Brazil, in a press release.