Client: A leading marketplace for paid media placements and a digital agency in Latin America
Backlinks Global is one of the leading digital agencies and marketplaces for paid media placements in Latin America, specializing in Authority Acquisition and GEO/AEO (Generative and Answer Engine Optimization) strategy. The company helps brands grow their online presence and visibility across both traditional and AI-driven search through SEO, link building, and media placements.
Backlinks Global started as a small link-building business. Over time, the company built a network of 86,000+ websites across Latin America, and later launched its own marketplace connecting businesses with media outlets. Today, the platform helps more than 4,000 brands to find publication opportunities and manages interactions between advertisers and publishers.
Backlinks Global serves clients across various industries, including iGaming, FinTech, banking, telecommunications, education, and e-commerce.
Backlinks Global provides comprehensive link-building, SEO, and online promotion services, bringing together thousands of users who regularly purchase paid media placements
Challenge: Absence of international media outlets in the catalog
Backlinks Global’s network of 86,000 websites allowed the company to meet most client needs across Latin America. The first difficulties occurred when clients started inquiring about media placements in other regions. In such cases, Backlinks Global had almost nothing to offer.
Building an international database of websites from scratch would have been both costly and time-consuming. Backlinks Global doubted that its clients would wait till it built such an international network on its own. Therefore, it needed a way to quickly expand its offering beyond LATAM to provide clients with access to media outlets worldwide.
Goal: Expand the offering beyond LATAM
To address this challenge, Backlinks Global began looking for a partner with an established global media catalog. When evaluating potential partners, they paid extra attention to these three factors: catalog size, competitive pricing, and ease of collaboration. According to Backlinks Global founder Gustavo Caceres, these criteria played a decisive role in selecting PRNEWS.
Solution: A partnership with PRNEWS
The partnership began in January 2021 with a single test placement. A month later, after evaluating the catalog, pricing, and collaboration terms, Backlinks Global started using the platform regularly.
PRNEWS’s catalog of 107,000+ media outlets worldwide enabled the company to quickly fulfill client requests for media placements outside Latin America without having to build its own network of international publishers.
Results: Growing the business through a hybrid publisher-and-buyer model
Backlinks Global adopted a hybrid model when working with PRNEWS. The company uses the platform both as a buyer of media placements for clients and as a publisher, offering its own network of media outlets to PRNEWS users.
As a digital agency, Backlinks Global gained instant access to a growing catalog of 107,000+ media outlets worldwide without spending resources on building direct relationships with publishers in every market. Competitive pricing allowed the company to resell placements with its own agency markup, expand its service portfolio, and retain clients who needed media placements outside Latin America.
As a marketplace for paid media placements, Backlinks Global added its Latin American media network to PRNEWS’s catalog and began receiving prepaid publication orders. This created an additional revenue stream through new clients who would have been significantly more difficult to attract independently. The platform also reduced operational workload because publishers receive ready-to-review orders that already meet their editorial requirements.
This hybrid model created a self-funding growth loop for Backlinks Global. As a publisher on PRNEWS, the company earns revenue when PRNEWS users purchase placements in media outlets from its Latin American network. As an agency, it then uses that revenue to buy placements for its own clients in international media outlets available through PRNEWS’s catalog, allowing funds to move efficiently between both lines of business without additional invoicing or transaction fees.
As a result, Backlinks Global continues to grow both its publishing business and its agency services simultaneously. The volume of orders processed through the platform has increased 3x to 4x since the partnership began, according to founder Gustavo Caceres.
Testimonial by Gustavo Caceres, Founder & CEO at Backlinks Global
“PRNEWS is an amazing company, super solid and one of the largest databases in the world. Their catalog and pricing let us expand our portfolio and build a profitable model on top of it.
But the real value is the partnership itself. Open communication is what makes it work. When something good happens, everyone wins, and when an issue comes up, their team moves fast to find a solution. It feels like working with a partner, not a vendor.”
Next steps: Completing full API integration and moving toward a strategic marketing partnership
Backlinks Global is currently finalizing an API integration that will automatically update its database of media outlets and pricing within its internal system. This will enable the company to provide clients with real-time pricing and reduce order processing times.
In the long term, Backlinks Global plans to move beyond a purely operational and transactional relationship. The company aims to join forces with PRNEWS in the Latin American market to develop joint brand-building activities. As search shifts toward AI-driven and answer engines, both companies see authority acquisition through high-quality media placements as a key lever for brand visibility, positioning the partnership to help brands build authority across both traditional and AI search.
