Mobile ad firm Adsmovil, which operates in Latin America and the US Hispanic market, has announced a partnership with PubMatic that will bring the latter’s programmatic sales and ad serving solution to premium Hispanic publishers in Latin America and the US.

The partnership will support the rapid increase in mobile advertising spend predicted in the Latin American region, which eMarketer expects to reach $6.4bn (£4.3bn) by 2018. Consumption habits of Hispanic audiences are increasingly driven by the use of mobile devices, including both smartphones and tablets.

“Our partnership with PubMatic allows us to focus on developing publisher and advertiser relationships, rather than spending resources on building out our own mobile technology solution to manage direct sold and programmatic campaigns,” said Adsmovile CEO, Alberto Pardo. “We’re excited to be working with a company like PubMatic that offers a unified mobile solution, especially given the importance of seamless mobile advertising experiences among Hispanic consumers in the US and Latin America.”