Media buying goes online in Latam with

Published on ., an Internet-based platform for buying and selling advertising time and space, officially launches in Latin America this month. The site was created last year to provide a single resource for advertising space for all media in Latin America. is not affiliated with any media company or ad agency. It has partnered with U.S.-based, which operates an Internet-based system for the buying and selling of advertising. Founded in 1998, has more than 350 participating media suppliers and has registered 6,000 media buyers.

Backers of include U.S. investment company Hicks Muse Tate & Furst and venture capital firm Ventures Inc. is headquartered in Miami with offices in Argentina, Brazil and Mexico.

It is currently finalizing negotiations with many media companies in Argentina, Brazil, Mexico and pan-regionally, and has had interest from companies in Chile, Colombia and Uruguay.

Advertium says it will help these companies increase their revenues by exposing their inventory to a larger number of buyers and by using its system to manage those inventories more efficiently. It will charge a commission on sales or a success fee to the media company. Owners of TV, radio, print, outdoor and Internet outlets can post their inventory of ad space online at no cost.

For buyers, Advertium says the real-time service will provide effi-ciencies by simplifying the buying process and lowering execution costs.

Copyright May 2000, Crain Communications Inc.

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