One Brand initiative creates a strong growth platform for market expansion, multi-service cross-selling, and strategic M&A
24th October, 2023 - Miami, FL: Aleph, an ecosystem of local digital experts and technology-driven solutions, launches its ‘One Brand’ initiative, uniting its unique range of brands under the Aleph name.
Aleph’s expertise is connecting thousands of advertisers with billions of consumers globally and creating markets for local businesses to grow through digital advertising. The Group’s multiple, largely regional brands included Httpool, IMS Internet Media Services, Ad Dynamo and Connect Ads, have served as the adtech partner of choice for the world’s leading platforms, advertisers and agencies.
Now, the Group, headquartered in Buenos Aires, Argentina, and Dubai, UAE, will immediately re-brand the majority* of its legacy brands to Aleph, creating a truly unified, global ecosystem of local experts in the process. This will also support Aleph’s medium-term growth strategy: by 2026, Aleph aims to partner with more than 60 top digital platforms and help them offer innovative advertising solutions to clients in more than 150 countries. Through the One Brand initiative, Aleph will enable greater collaboration and knowledge sharing, enhance professional development, and amplify opportunities to offer its full suite of services beyond the 22k advertisers and 45+ platform partners it serves today. It also creates a platform for Aleph to strengthen its position in existing markets, expand into new regions, accelerate organic growth, and explore M&A opportunities that align with its strategic objectives.
The initiative will also help Aleph build on the tangible progress made in recent years. Since 2021, the Group has expanded from 90 markets to 130+, now spanning five continents; and grown to serve more than 45 partners with a dedicated team of digital experts around the world. Through its global reach, unrivaled local knowledge and scalable solutions, Aleph helps clients enter new markets in a cost-effective and de-risked way as they expand internationally.
Gaston Taratuta, Founder and CEO at Aleph, and former EY Entrepreneur of the Year 2022, commented: "At Aleph, we are beginning an exciting new chapter that brings our local experts and proprietary technology under one powerful brand, Aleph. That is the purpose of our One Brand initiative, a strategic direction towards a unified future where our global expertise enables us to deliver unparalleled value to our partners, advertisers, agencies, and SMBs worldwide.”
Beyond its core adtech proposition, Aleph has also expanded through differentiation in recent months with the launch of Aleph Payments and Aleph Express. Building on Aleph’s nearly two decades of experience managing cross-border credit and payments for its partners, Aleph Payments provides a standalone credit underwriting and payments solution for businesses. Aleph Payments simplifies the financial complexities from KYC, local billing, collections, forex exchange and tax settlements, and cross-border payments, allowing businesses to focus on their main operations. Aleph Payments currently manages over $2bn worth of cross-border credit and payments.
Meanwhile, Aleph Express, Aleph’s proprietary solution for micro, small and medium-sized enterprises, provides a platform for entrepreneurs to create and maintain a free e-commerce website, create a product catalog, discounts and coupons and record and process orders. Most innovatively, Aleph Express provides one unified inbox that integrates Messenger, Instagram, and—soon—WhatsApp, to enable businesses to efficiently engage and sell on the social platform of their choice - all in one place.
Finally, Aleph’s commercial strategy is underpinned by Digital Ad Expert, the Group’s social initiative to create economic opportunities through digital advertising education. Totally free, fully online, and designed by global digital advertising experts in the field, Digital Ad Expert has nearly 600,000 active users registered to the platform, certified more than 75,000 students from across 140+ countries in short courses, and awarded more than 10,000 students with their full Digital Ad Certificate. To create even more value for students, Digital Ad Expert recently joined UNESCO’s Global Education Coalition and supports its ambitious plans to upskill ten million people by 2029. This is in addition to Digital Ad Expert’s medium-term target to certify 100,000 students from around the world.
Across the Group, One Brand will enable Aleph to more effectively work with partners to scale Aleph Payments, Aleph Express, and Digital Ad Expert.
"Our vision for One Brand goes beyond unifying our visual identity," adds Taratuta. "It's about embracing innovation, fostering professional development, and accelerating economic growth in the markets we operate in. By equipping thousands of digital media experts with the skills they need to excel, we are not just shaping the future of digital advertising – we're shaping future economies and providing dignity through education, the only currency that never depreciates in value."
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About Aleph
Aleph is an ecosystem of global digital experts and technology-driven solutions that enables the growth of digital marketing. We connect thousands of advertisers with billions of consumers and create markets for local businesses to grow through digital advertising. Aleph is active in more than 130 primarily emerging countries and helps advertisers engage with consumers on over 45 of the world’s leading digital platforms, such as Google, Meta, Microsoft, Pinterest, Reddit, Snap, Spotify, TikTok, Twitch, Uber, X (formerly Twitter) and others.
Through tailored solutions built on proprietary technology, through our local teams, we provide media partnerships, proprietary ad tech solutions, digital advertising education and cross-border payment solutions. We excel in expanding into unfamiliar territories and navigating local and central bank regulations Through Aleph Payments, our cross border credit underwriting & payments service, we simplify complexities from KYC, local billing in 49 currencies, collections, tax settlement, exchange settlement, cross-border credits and payments allowing businesses to focus on their main business operations.
Aleph was established in 2021 after evolving from IMS’ birth in 2005, and continues to be led by its founding CEO, Gaston Taratuta, EY Entrepreneur of the World 2022, with a vision to accelerate the global shift from offline to online and drive long-term economic growth. To support this shift, Aleph launched its own social initiative, Digital Ad Expert, which is on a mission to create economic opportunities through digital advertising education.
Aleph’s approach has been highly successful to date. In recent years, the Group has scaled up to more than 1,600 employees in 65+ offices across 5 continents and has secured investment from institutional partners including CVC Partners, Mercado Libre, Sony, X (Formerly Twitter), and Snap.
Notes to Editors
*Selva (formerly Social Snack), The Mediam Group, Clever Ads, and Wise.Blue will continue as unique brands, part of Aleph Group, Inc. The Aleph contracting entities remain unchanged.
