26th May 2020 11:00
(Alliance News) - Advertising company S4 Capital PLC on Tuesday said it has strengthened its analytics capabilities by acquiring Digodat, a data and analytics consultancy in Latin America.
Under the deal, S4's programmatic media practice MightyHive will merge with Digodat. No financial terms of the deal were disclosed.
Buenos Aires, Argentina-based Digodat was founded in 2015 by Alan Daitch and Mauro Giordano and now has offices in Chile, Colombia, Ecuador and Mexico. It provides a range of marketing data-related services, including digital analytics audits and implementation, site optimisation, data visualisation and insights, predictive modelling, data engineering and training.
S4 Capital Chair Martin Sorrell said: "Now is not the time to slow down, as we see Covid-19 accelerating digital transformation - at all levels, consumer, media and enterprise. We are therefore delighted to welcome both Alan and Mauro and their colleagues to S4Capital. Data and analytics are at the heart of our tech-led new age/new era model and we look forward to working with our clients in Latin America as they invest in deeper first-party data-driven content and programmatic capabilities. In my view, Latin America has a particularly rich tech and creative talent pool, as Digodat and our previous mergers with Progmedia and Circus exemplify."
Shares in S4 Capital were trading 1.0% higher at 247.49 pence each in London on Tuesday morning.
By Tapan Panchal; [email protected]
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