An Israeli company bought an advertising software firm created by three young Argentines

The Israeli company Innovid, an analysis and advertising platform, announced that bought the Argentine firm Herolens, which is dedicated to the development of advertising software and was created by three young Argentine entrepreneurs: computer engineers José Ignacio Galindo, Alan Karpovsky and Cristian Pereyra. As it transpired in different specialized international media, the value of the operation amounted to USD 30 million.

Herolnes was born in 2015 as a technology company focused on digital marketing and that generate custom content for
different audiences. Since its creation, it began to add large clients throughout Latin America, such as Coca-Cola, Renault and Mercado Libre and opened operations in the United States and Europe.

The company has a team of 40 people who will continue working from Buenos Aires. From now on, they will become part of the Innovid global team and the Buenos Aires offices will become the headquarters of the Israeli company for all of Latin America, with representatives in Mexico and in Colombia. "We are eager to join this company," said José Galindo, one of the founders Herolens.

The objective of Herolens is, through the development of technology, that companies have tools to be able to give personalized messages to users who enter a site or platform through notices that are generated automatically. For example, they create automatic solutions for personalized "tailored" ads for customers of large e-commerce platforms that have thousands of products.

At the time of creating the companies, the three young sub30, who were partners of the ITBA (Technological Institute of Buenos Aires), resigned from their work in other technology companies to develop their project in the advertising industry. They started using big data to collect information from the largest e-commerce sites and applications used by users.

Innovid CEO Zvika Netter explained that his clients – companies that advertise on television – were looking for ways to leverage data to connect all channels: videos, social networks, mobile devices and other screens. These demands led them to acquire the Argentine company, which had already been working with such experiences. "Brands seek an independent global alternative to advertising solutions provided by Google or Amazon"added the manager.