Thursday, November 30, 2023

Baker, HSF advise on Magnum Capital´s acquisition of AdPone

Baker McKenzie has advised AdPone on its sale to Magnum Capital, advised by Herbert Smith Freehills, for its integration into SunMedia


Magnum Capital and SunMedia have announced the acquisition of AdPone Group, a leader in programmatic advertising with more than 800 publishers in Spain and more than 60 countries worldwide. With this transaction, SunMedia and Magnum Capital reinforce their commitment to the internationalisation of the Group and the creation of an AdTech giant, as well as its unique positioning across the entire value chain of the AdTech ecosystem.

AdPone, based in Barcelona, is an ‘AdTech’ with proprietary technology specialising in display ads that enables premium advertisers and publishers to maximise the performance of their campaigns and websites. The Group, with a turnover of more than 20 million euros in 2021 and more than 80 million unique monthly users, also has Unblockia, a proprietary technology initiative that promotes a more transparent and respectful interaction between publishers, advertisers and users for a safer and freer web.

AdPone has been recognised by the Financial Times as one of the 1000 fastest growing companies in Europe #FT1000 for two consecutive years.

The three founders, Alex Martínez, Ricard Luquero and Pablo Martínez de Salinas, will continue to lead the group. All three highlight “the unique opportunity to continue to develop the Group internationally with the backing of SunMedia and Magnum Capital”.

Alberto Bermejo, partner at Magnum Capital, said that “the integration of AdPone and its founders greatly strengthens the project initiated with SunMedia. The new group is configured as one of the leaders in the Spanish-speaking sector, with the intention of expanding into new geographic markets.”

Fernando Garcia, CEO of SunMedia and of the new AdTech Group, said: “This will allow us to continue growing this new AdTech Group created by Magnum Capital. AdPone’s talent and expertise are a perfect fit with our philosophy and will help us to continue expanding this project successfully.”

Baker McKenzie Spain advised Adpone with a team comprising partners Juanjo Corral and Jaime Martinez-Íñiguez, together with team leader Javier Méndez.

Herbert Smith Freehills acted as legal advisor to Magnum Capital with a team comprising partner Pablo García-Nieto, senior associate Paula Pérez-Ardá and junior associate Mercedes Olmos.

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