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Partnership brings Adform’s DSP, SSP, ad server, DMP and identity solutions to Globo’s programmatic advertising ecosystem
Adform has been selected as one of Globo’s full-stack programmatic media partners in Brazil, expanding access to integrated advertising technology for Globo’s advertisers and agencies.
The partnership is enabled through GAMA DSP and connects Globo’s premium media inventory and first-party data with Adform’s advertising technology ecosystem, including its demand-side platform (DSP), supply-side platform (SSP), ad server, data management platform (DMP), and ID Fusion identity graph.
The integration is designed to support more precise and outcome-focused media buying across desktop, connected TV (CTV), and digital out-of-home (DOOH) inventory.
Combining First-Party Data With Programmatic Technology
Globo brings more than 140 million Globo IDs to the partnership, alongside premium inventory and brand-safe media environments. Adform’s technology layer will support audience targeting, campaign execution, measurement, and reporting across these assets.
According to Globo, the partnership is intended to strengthen its programmatic media operations while providing advertisers with greater targeting precision and more advanced measurement capabilities.
Expanding Adform’s Latin American Presence
For Adform, the agreement represents an expansion of its presence in Brazil and the broader Latin American programmatic advertising market.
The company’s technology will give Globo advertisers access to tools for audience activation, campaign management, and cross-channel reporting. The companies also plan to introduce additional API integrations and reporting capabilities during the second half of 2026.
The partnership reflects the continued development of Brazil’s programmatic advertising ecosystem, as media companies increasingly combine first-party audience data, premium inventory, and integrated advertising technology to support more measurable digital campaigns.
