adops.com expanding Google GAM360 reselling and support to Latin America

Recently, adops.com announced it was extending its GAM360 reselling and support services via the Google Certified Publishing Partner (GCPP) Program to Spanish-speaking Latin America (SPLA). On its face, it’s a logical expansion of their long-standing work with Google. But if you’ve spent any time around this team, you know they don’t make moves just to check a growth box.

This move for adops.com is about their commitment to providing access and support for GAM360 to businesses both big and small throughout the region, and to the kind of partnership that doesn’t disappear once the tech is installed.

So recently, I sat down with Craig Leshen to talk through the announcement. We covered what this means for publishers in SPLA, how they’re approaching support on the ground, and why this matters not just for the industry, but for Craig, personally.

Rob: You made some news this week. Can you tell people what just happened?

Craig: Thanks Rob. We’ve been named as the GAM360 reselling GCPP for Spanish-speaking Latin America. It’s a formal expansion of our relationship, which we’ve had in North America, since Google’s acquisition of DoubleClick back in 2008. But this is different. This is about making GAM360 and that full publisher stack more accessible in the region.

It means publishers in SPLA now have a dedicated partner who can provide them with GAM360, knows the product, speaks the language, and stays in the work with them.

Rob: You say this isn’t just about selling GAM360; what do you mean by that?

Craig: That’s really important. We’re not just enabling access. We’re helping publishers actually use the tools, earn revenue, and grow. Having the keys to GAM360 is only part of the puzzle. You then need to know how to drive it, fine tune it, and get the most out of it.

That’s where we come in. We’ve built our entire reputation around being that team that feels like it’s just down the hall; not a faceless ticket system. So for publishers in Latin America, this is about more than access. It’s about getting a real partner who understands what you’re up against and helps you succeed with all GAM360 has to offer, and beyond.

Rob: Why this market? Why now?

Craig: The ad business is growing in the region, and with that growth, more support is necessary. As a GCPP, we’re designed to do much more than grant publishers access to GAM360. We’re able to help publishers use it, grow with it, and build something sustainable. That’s what we do.

This also means something to me personally. My wife is from Guatemala, and I’ve worked alongside publishers and businesses in Latin America. I’ve seen what happens when access is limited or support is transactional. As such, plugging in a GCPP in the region who can resell GAM360 and provide support makes a lot of sense.

There’s so much talent in SPLA, so much potential, and adding in a GCPP to help with the execution layer will help the region thrive. That’s what this is really about. That’s what the GCPP program is about. We’re equipping publishers with the technology and skills to get their stack in place, and then enabling them to succeed.

Rob: What does this mean for the rest of your business? You’re established with a strong presence in North America; is this a pivot?

Craig: Not at all. It’s not a pivot. It’s growth that is purposeful, measured, and rooted in the same values that have always guided us.

We’ve got deep relationships with publishers and partners in North America, and nothing about that changes. If anything, this move makes us better for them, too. Because when we invest in understanding more markets, more needs, and more ways people work, we get sharper everywhere.

We’re hiring bilingual team members. We’re building culturally fluent support. And we’re bringing the same boots-on-the-ground model that’s worked for years in the U.S. into another region. We’ve always believed in getting close to the work. This lets us do that in more places, without losing focus on what got us here in the first place.

So no, it’s not a new direction. It’s an expansion. It’s a reaffirmation of who we are, and what it looks like when we double down.

Rob: Let’s talk about Google for a second. You’ve been a partner of theirs for years. What does this GCPP expansion say about where that relationship is headed?

Craig: Google has always shown they understand the value in having people on the ground who can help translate the platform into outcomes. We’ve always had a great relationship with Google, and this shows they trust us to deliver more broadly. It’s a big responsibility. It’s one we take seriously.

Rob: So, if you’re a SPLA publisher right now, what does this mean for you?

Craig: It means that, on top of access, you’re getting a partner that’s going to stay in the work with you. We’re not showing up with a roadmap and a set of instructions and then disappearing. We’re going to help you get live. We’re going to help you monetize. We’re going to help you stabilize your business when something changes. And we’re going to do it in the market realities you’re actually operating in.

The publishers we’re working with are looking for someone who understands the stack, understands their reality, and can help them navigate that chaos in a way that doesn’t just tick boxes. That’s the work. That’s what we’ve signed up for.

Rob: And what should the rest of our community take from this?

Craig: That execution support doesn’t scale by accident. It doesn’t scale with a hands-off reseller model. It doesn’t scale when you’re just passing off access and walking away. It scales when you put people close to the work. When you invest in understanding the context: the language, the stack, the region, and the real pressures teams are under.

That’s how we support publishers in North America, and that’s how we’re going to do it in Latin America, so we can make a real impact. There’s a lot of opportunity to help foster publisher growth in the region. We’re excited for the road ahead.

You can read the full announcement here.

This is content created in paid partnership with adops.com. We only feature partners who we believe bring real value to the publisher community.