Rocket Fuel, a provider of artificial intelligence (AI) ad solutions, is opening a new hub in Brazil, as it looks to tap into the “rapid” adoption of advertising technology in Latin America.

The Sao Paulo office, its first in Latin America, will be led by Edvaldo Acir, currently Brazil and Mexico managing director at Indian ad-retargeting start-up Vizury.

Acir has previously held senior roles with Fox International Channels and Telefonica Group’s Terra Networks.

Rocket Fuel cites eMarketer figures predicting $3.33bn will be spent on digital advertising in Brazil in 2015, a year-on-year increase of 16%, as evidence that demand for ad tech is on the rise.

Mark Prior, Rocket Fuel vice president, international and mobile, said: “With 120 million online consumers, a large and growing middle class, and strong support for advertising technology innovation, Brazil is primed to be a Latin American bellwether for programmatic media.

“Brazil currently represents half of the ad spend in Latin America, and with rapid advertising technology adoption, it was a natural starting place for Rocket Fuel to centralise our regional operations and demonstrate our commitment to the emerging BRIC markets.”

“Advanced technology has become essential in digital advertising, but it is very difficult to identify a difference between the players,” added Renato Paiva, vice president of Webedia Group, and a former Havas Business Director.

“The arrival of Rocket Fuel in Brazil shifts this paradigm using AI and Big Data to reach a marketer’s desired audience with the right message, delivering business outcomes like brand loyalty or increased sales. Rocket Fuel’s platform is an integral piece missing for Brazilian advertising players.”