Twitter enters the digital advertising business outside of its interaction ecosystem by acquiring a minority stake in the Argentine company Aleph Group.
It is an emerging company that bases its business on digital advertising and is in the process of growing its valuation to go public on Wall Street.
Aleph did not disclose the financial terms of the Twitter purchase, but did say that the intervention of Jack Dorsey’s social network will be a very valuable help in the idea of expanding the platform.
Aleph especially supports large digital platforms to connect with advertisers and customers, especially in emerging markets.
His clients include true giants in the world of technology, such as Spotify Technology, Meta Platforms (ex Facebook), Twitch (from Amazon) and LinkedIn, from Microsoft, just to name the most relevant, he publishes Reuters.
Aleph’s latest valuation placed it at around $ 2 billion, back in mid-2021, when private equity company CVC Capital Partners bought a stake in which it invested $ 475 million.
During those months, in a confidential manner, Aleph had requested an initial public offering in the United States.
In addition to Twitter, Mercado Libre, with a strong presence in Latin America, especially Argentina, Brazil and Mexico, is also among Aleph’s investors. In fact, it is one of its greatest allies.
In 2021, Marcos Galperin’s firm acquired a stake for $ 25 million.
What Aleph does, the company in which Twitter invests
Aleph is a group of companies made up of Internet Media Services, the social content agency Social Snack, Wise Blue and the advertising company Httpool.
The firm’s business model is to make marketing tools, social media management and digital advertising available to large companies in landing in little-explored markets.
Basically, the companies that make up Aleph carry out the development of algorithms to optimize accounts, marketing campaigns and digital advertising with the focus on driving sales.
Based on AI and deep learning algorithms, they manage, for example, to automate publications and prices and control the volume of users and the efficiencies of ads, for example.
According to data from the same firm, they have more than 10,000 advertisers and 5,000 clients, with a presence in more than 50 global markets.