The story of the Argentine who represents Twitter, TikTok and Spotify to the world: he started his business with $ 5,000 and is already worth $ 2 billion

Aleph Holding, the digital advertising holding company founded and directed by the Argentinian Gaston Taratuta, announced today that it has sold a stake in its shares to Silicon Valley CVC Capital Partners for $ 470 million. Thus, the company, a sort of global ambassador for large companies, platforms and social networks, such as Facebook, Twitter, Twich, Warner Music, EA Games, Snapchat Yes Spotify, among many others, It has reached a market value of $ 2 billion and is set to go public on Wall Street next year.

Taratuta, who launched Aleph in Miami in 2005 – then it was only called IMS – defines his company as a “global partner” to the world’s leading digital platforms. And that’s exactly what it does: It commercially represents platforms in 90 markets in areas and countries where they do not have a direct presence. If a business wants to advertise on Twitter from Argentina, for example, it will have to go through Aleph.

This year, the holding company projects a turnover of $ 1 billion (with a profit of $ 160 million), more than double that of 2020, and Taratuta has just appointed Imran Khan as Chairman of the Board, an IPO specialist who led the IPOs of Alibaba and Snap. Aleph – made up of IMS, Httpool, AdDynamo and Social Snack – also recently announced the acquisition of Ad Dynamo, with which it has expanded its presence in Africa.

Taratuta is originally from Buenos Aires: he was born in Núñez and is a fan of Racing. He is the son of a shoe maker and received his secondary education from Sholem Aleichem School. “He was a bad student. I enrolled in law, but got my degree in marketing from the Foundation. Then I went to Miami, alone and with $ 300; I found a job and studied. In 2000, I started in digital advertising ”, he reviewed in dialogue with Infobae. He is an Endeavor Entrepreneur and started his career as a Sales Manager for UOL in Brazil. He holds an MA in International Marketing from Florida International University and has participated in graduate programs at Stanford University. He is the father of two daughters aged 22 and 15.

“We have the advantage of the disadvantage: having grown up in these countries, in the region. Argentina is very important to our business. My heart is Argentinian and in the country we have more than 100 people hired ”(Taratuta)

– How did the idea to launch IMS come about?

– We had two stages, first with IMS. I worked at UOL in Miami and they offered to create a separate company to represent them commercially. The truth is, I didn’t want to be an entrepreneur. I was very afraid of making a mistake, but it was a great opportunity and I took it. I left security for something new: it was like a penalty shootout in the final and I chose to kick. The aim has always been to represent assets of Silicon Valley in places where they were not present. I started the business with $ 5,000 of mine, nothing more: it was my starting capital. The first advertising order, for 3,000 USD, I had been waiting for three hours in a company, sitting in a small room: I didn’t want to move until it was confirmed. Then we started with Twitter and we didn’t stop: Waze, Spotify and many more. In 2015, we sold the company to Sony, who wanted to buy it from me years ago for a fifth of what they ended up paying: $ 100 million. From that moment we started buying companies in Europe and Asia. At the end of 2019, I bought the company from Sony, who had changed strategy and left the advertising industry. [prefiere no decir el monto de esa operación]. They remain minority partners.

– How does it feel to operate in markets where large companies choose not to go?

– Poland, Bangladesh, Estonia, Argentina. We operate in these markets and are very happy to do so. We bring development and opportunities to these countries. There are 216 nations in the world and most of the big companies are not present in more than 40. The other 170 represent 20% of global advertising, this is the ground on which we play. We represent Twitter in 79 markets and, frankly, we solve a lot of issues for you: local currency management, invoicing, and more. In part, our business, in addition to advertising, is cross-border payments. We solve a lot of things and add presence, the solution is complete. And we don’t have global competition: no one can offer what we do on a large scale. We were the first engine.

“The goal has always been to represent the assets of Silicon Valley where they were not present. I started the business with $ 5,000 of mine, nothing more: it was my initial capital “

– Does this operation make it easier to have grown up in Argentina and worked in the region?

– We have the advantage of the disadvantage: having grown up in these countries, in the region. Argentina is very important to our business. My heart is Argentinian and in the country we have hired over 100 people. The gaze was always regional and, for a few years, global. Today, 90% of the activity is located in Europe and Asia and only 10% in the region. In total, it is a market of 50,000 million dollars, it is a large market, but complex.

– How do you operate?

– It’s not complicated, but you have to be very careful. You must play by the rules of conformity of each country, fully understand the laws and also the rules of each financial market. You need to hire local people who know and have a centralized cash flow control system. This is how we operate in all of these countries.

“As entrepreneurs, we must not despair, we must continue. You have to put it in and always put yourself in the place of the other, the client or whoever it is “

– How do you see Argentina from the United States?

– I do not live there and would not have to comment. It is easy to speak from the outside; criticize oneself and criticize others. You have to put yourself in the place of those who administer, now and before. If I were to act in politics, my campaign base would still be to promote these three things: education, health and entrepreneurs. They are the basis of everything.

– What would you recommend to someone who is considering starting a business in the country?

– There will be 50,000 digital marketing positions in the coming years in the region. Learn this, to use networks as a marketing platform, for work. The truth is not very difficult and generates economic development. Of course, you have to dedicate yourself. We have a lot of talent for exporting services to Argentina. We have to go this way. Another thing: there are a lot of products and few sales teams. There is another great opportunity out there. Finally, things can be assembled, you don’t have to deliver much equity entry. I came to this point with 80% control of the business: you have to have patience and focus, be the best at what we do and do, execute and execute. Hope and more is still needed at this time. As entrepreneurs, you don’t have to despair, you have to keep going. You have to put it in and always put yourself in the place of the other, the client or whoever it is. Always strive to be the best because the competitors will always come, they come alone.

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