Invent is the digital media arm of Grupo Imagen, which is a Mexican media conglomerate. Grupo Imagen traces its roots back to 1936 when its first radio stations started operating in Mexico. In 2003, the company was bought by Grupo Empresarial Ángeles. Under GEA’s ownership, Imagen acquired radio stations across the country, distributed its talk programming to the interior of Mexico and made a move into television with the acquisition of channel 28, later named Cadena Tres. In 2006, Imagen bought the Excélsior newspaper, refreshed its branding and started to invest in its digital presence under the brand Invent.
Invent has now selected Navegg’s DMP to unify the company’s data in order to deliver more advanced digital media offerings. The Navegg partnership will enable Invent to connect the company’s diverse online platforms all in one place to make the most of its data, by making this asset actionable. “In practice, this means offering new proposals for advertising, create new revenue streams and providing more customized data and targeted advertising to individual customers based on the combination of consumer behavior and editorial context. In other words, it means ensuring that the publicity visitors receive will be relevant across all of their interactions online.”, explains Alfredo Martel, New Business Development Director at Invent.
The partnership will be positive for both sides. “We are excited to be working with Invent. The opportunity to build new business with data as it’s foundation is the future. Invent understands that this is a journey and it is important to start with building resources,” says Navegg’s Head of Global Operations, Geraldo Maroniene.