Hands
Hands is a São Paulo-based mobile data and advertising technology company that operates a proprietary Mobile Data Management platform covering ~180 million Brazilian devices, selling audience segmentation, multi-channel media activation, and behavioral analytics services to advertising agencies and brand advertisers across 20+ verticals.
- Company typePrivate
- Founded1999
- HeadquartersSão Paulo, Brazil
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Hands does
Hands is a Brazilian mobile data and advertising technology company headquartered in São Paulo. The company operates a proprietary Mobile Data Management (MDM) platform that collects, unifies, and processes geolocation and behavioral data from approximately 180 million mobile devices in Brazil, generating billions of data points. Built on top of MDM, the Audience Hub platform (named product launch November 2025) provides self-service audience segmentation with polygon-based geographic precision and multi-channel activation, while the GeoBehavior framework (introduced 2018) applies DBSCAN clustering and behavioral inference to location signals to derive residence, workplace, visit-pattern, and routine profiles. Supporting assets include the AppBehavior installed-app analytics layer, the Hands Lab creative development lab, and the Showcase interactive case-study app.
The company serves advertising agencies and brand advertisers through a hybrid sales-led and product-led motion, monetizing via mobile media agency services (Mídia), Marketing Insights reporting, Audience Monetization, and App Engagement. Pricing is quote-based with no public price points, and activation is distributed across Instagram, Facebook, TikTok, Microsoft, LinkedIn, Spotify, DV360, and Pinterest using SHA-256 encrypted identifier matching. Named enterprise clients span 20+ verticals and include Sprite, Havaianas, Decathlon, O Boticário, Pernambucanas, iFood, Vivo, C&A, Tokio Marine, Quinto Andar, Nubank, and Positivo Ads, with Positivo Ads highlighted as a major channel partner. The company holds Google Ad Manager and DV360 certifications, operates community initiatives (Hands Academy, Hands Quiz, Hands Drinks events with 600+ cumulative attendees), and publishes a monthly Hands Up newsletter.
Hands is a privately held company with 11–50 employees, founded in 1999 according to company sources (one third-party source lists 2016 — the 1999 date is more consistent with the company's claim of longest Brazilian mobile-advertising experience). It has raised limited disclosed institutional capital, the most recent being a $3.7 million Confrapar-led round in April 2018, and operates exclusively in Brazil with no disclosed international expansion. Leadership includes Joao Carvalho as CEO/General Managing Director and Sergio Percope as Partner & Chief Growth Officer.
Hands firmographics
Firmographics- Name
- Hands
- Legal name
- Hands
- Website
- https://hands.com.br
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hands is a São Paulo-based mobile data and advertising technology company that operates a proprietary Mobile Data Management platform covering ~180 million Brazilian devices, selling audience segmentation, multi-channel media activation, and behavioral analytics services to advertising agencies and brand advertisers across 20+ verticals.
- Ownership category
- akta.pro rank
Hands industry classification
Industry- Product category
- Mobile Advertising Technology
- NAICS
- Advertising, Public Relations, and Related Services (5418), Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- MDM Platforms (Customer/Product/Supplier/Location) (HDAEADAA)
Keywords
Where Hands is headquartered
LocationHeadquarters
- HQ city
- São Paulo
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Hands business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Mobile Media Agency Services: Hands acts as a mobile media agency, helping agencies and brands create unique segmentation and activation strategies using their proprietary database of billions of data points from 180+ million consumers. Revenue generated through media planning, buying, and activation fees.
- Marketing Insights: Providing business insights derived from the 180+ million user base with billions of data points, helping clients understand consumer behavior and market intelligence.
- Audience Monetization: Enabling clients to monetize their audiences, channels, and insights generated through their business operations.
- App Engagement: Increasing app engagement through new forms of data activation for brand applications.
- Mobile Advertising Inventory: Commercialization of mobile advertising inventory from partner applications through the MDM platform, including ad spaces and campaign execution within partner apps.
- Insights Reports: Behavioral analysis reports tied to market intelligence generated from data collected by the MDM platform, provided to clients.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels8 records
Hands product offering
Product offeringCore offering
Hands operates a proprietary Mobile Data Management (MDM) platform that collects, unifies and processes geolocation and behavioral data from over 180 million mobile devices in Brazil. The MDM platform powers the Audience Hub segmentation and activation product and the GeoBehavior analytics framework, enabling agencies and brands to build exclusive behavioral audiences and activate them across major digital media channels with measurable store-visit attribution.
Product overview
Hands is a Brazilian mobile data and technology company founded in 1999, operating a platform-plus-modules architecture centered on its proprietary MDM (Mobile Data Management) platform. MDM collects and processes geolocation and behavioral data from a base of over 180 million mobile devices (with billions of data points), which powers the Audience Hub — Hands' audience segmentation and multi-channel activation platform — and the GeoBehavior behavioral analytics framework. Supporting these core platforms are the Hands Lab (creative development laboratory), the Showcase app (interactive campaign case studies), consumer apps Tá na Rede (sports streaming guide) and Tá na Tela (streaming discovery), plus the Hands Academy knowledge platform and Hands Drinks community event. Hands' service offerings include Mídia (media agency), Marketing Insights (reporting), Audience Monetization, and App Engagement. Audience Hub supports activation across Instagram, Facebook, TikTok, Microsoft, LinkedIn, Spotify, DV360, and Pinterest via SHA-256 encrypted export.
Differentiator
Problem solved
Functional benefit
Brands
- MDM (Mobile Data Management): Proprietary mobile data management platform that collects, unifies, categorizes and processes data associated with mobile devices and applications for advertising audience segmentation.
- Audience Hub
- GeoBehavior
- Hands Lab
- Hands Academy
- Hands Drinks
- Hands Quiz
- Hands Up
Products and services
- MDM (Mobile Data Management) Proprietary mobile data management platform that collects, unifies, categorizes and processes data associated with mobile devices and apps. Serves as foundational data infrastructure powering behavioral audience segmentation for mobile advertising and marketing insights reporting. Targeted at agencies and brand advertisers in Brazil.
- Audience Hub Proprietary audience segmentation and activation platform that transforms geolocation and behavioral data into precise audience clusters using polygon-based geographic filtering and behavioral parameters (visit period, time of day, dwell time, frequency). Audiences are exported via SHA-256 encryption to major media channels including Instagram, Facebook, TikTok, Microsoft, LinkedIn, Spotify, DV360, and Pinterest. Targeted at agencies and brand advertisers.
- GeoBehavior Proprietary behavioral analytics framework applied to geolocation data. Analyzes location signals to infer consumer profiles and behaviors including probable residence, workplace, frequently visited places, and routine patterns, using DBSCAN clustering methodology to group behavioral data into actionable audience segments. Targeted at agencies and brand advertisers in Brazil.
- Hands Lab Creative development laboratory designed to bring creative solutions in partnership with media channels and to build interactive campaign formats including push notifications, rich media, AR experiences, mini-games, quizzes and other interactive ad units. Targeted at brands and agencies needing custom ad formats.
- Tá na Rede Consumer mobile app that allows users to find where to watch live sports games, providing schedules of upcoming matches and listing which streaming services are broadcasting each game. Targets Brazilian sports fans.
- Tá na Tela Consumer mobile app for discovering where to stream movies and series, aggregating availability across Netflix, Prime Video, Disney+, HBO Max, Globoplay, Apple TV+ and other platforms, with search and direct links to streaming services. Targets Brazilian streaming consumers.
- Showcase Interactive case studies app where users can explore Hands' campaign formats, simulate push notifications on their own device, view strategy details and explanatory videos. Supports formats including Display, DOOH, LP, Push (1 image, 2 images, carousel, GIF, message, play), AI Ads, animations, AR, mini-games, quizzes, scratch cards, and 360 tours. Targets agencies, brands and media professionals.
- Mídia (Mobile Media Agency Services) Mobile media agency service leveraging Hands' proprietary data methodology and a database of billions of data points covering over 180 million consumers. Helps agencies and brands create unique audience segmentation and media activation strategies for mobile environments.
- Marketing Insights Analytics and reporting service using Hands' proprietary database of over 180 million users and billions of data points to generate business intelligence insights for clients' marketing strategies. Targeted at brand marketers seeking consumer behavior intelligence.
- Monetização de Audiências (Audience Monetization) Service enabling clients (publishers, app developers, media owners) to monetize their audiences, channels, and data-derived insights through Hands' platform and media activation infrastructure.
- App Engagement Service focused on increasing mobile app engagement through new forms of data-driven activation, leveraging Hands' behavioral data and media formats to drive user interaction for client-owned applications.
Quantifiable outcome
- Over 600 people attended Hands Drinks networking events over 5 years
- +1 more outcomes
Companies that use Hands
Customer profileNamed customers20 records
Segments5 records
Ideal customer profiles3 records
Hands technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability5 records
Feature7 records
Hands partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered minor and core.
- MorphotonicsminorMorphotonics partnered with Hands and Jupiter SR to accelerate industrialization of glasses-free 3D display technology through their Global Lab-to-Fab Partner Network.
- TranscendemosminorPartnership to demystify the meaning of LGBTQIAPN+ acronym. Hands used AI (ChatGPT) to identify common errors and doubts about diversity, then created educational content in partnership with Transcendemos, a diversity consulting company.
- Samsung (Galaxy Partnership)minorVivo + Samsung partnership where Hands executed push notification campaigns targeting Galaxy S23 users with 5G promotion offers.
- Positivo AdscorePositivo Ads is described as a major partner bringing highly qualified demands for mobile supply delivery and supporting innovative formats for direct deals. The testimonial from Daniela Mozer (Business Development at Positivo Ads) highlights the MDM platform as a tremendous differentiator and praises the relationship built on mutual respect and trust.
- Claro BrasilminorGabriel Villa, Head of Business Design at Claro Brasil, provided testimonial about Hands Drinks events, emphasizing the value of face-to-face connection and serendipitous conversations with clients and partners.
- GooglecoreHands collects data through APIs belonging to Google. The company holds Google Ad Manager and Display & Video 360 certifications. Platform integrations enable multi-channel activation including DV360.
- ApplecoreHands collects data through APIs belonging to Apple. IDFA (Identifier for Advertisers) data collected from iOS devices with user consent for advertising identification.
- DSPs and Ad ManagerscoreMulti-channel activation capability across major programmatic platforms including Instagram, Facebook, TikTok, Microsoft, LinkedIn, Spotify, DV360, and Pinterest through encrypted SHA-256 identifier matching.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Hands competitors and assessment
Company assessmentBroad incumbents
- Oracle Advertising (Oracle Data Cloud): Oracle's data management offering providing audience targeting and measurement for advertisers, similar in audience-platform capabilities to Hands but backed by much broader global enterprise scale.
- The Trade Desk: Major independent DSP with sophisticated audience targeting and cross-channel activation capabilities that overlap with Hands' offerings, though operating globally with a much broader product portfolio.
- Comscore: Digital audience measurement and analytics firm providing consumer-behavior insights across digital media, comparable to Hands' Marketing Insights service though with a global, cross-platform focus rather than mobile-first.
- Nielsen: Global audience measurement and consumer insights company providing media-buying intelligence comparable to Hands' Marketing Insights, although operating at a vastly broader scale with cross-media measurement.
- LiveRamp: Data collaboration platform enabling audience onboarding, activation, and measurement across major ad platforms, broadly comparable to Hands' Audience Hub multi-channel activation architecture but at global enterprise scale.
Emerging players
- AppsFlyer: Mobile attribution and marketing analytics platform serving brands and advertisers with mobile campaign measurement, complementary and adjacent to Hands' offerings in mobile app analytics.
Direct peers
- InMarket: Real-time location-based marketing and measurement platform that helps brands reach audiences based on verified visits and tie digital campaigns to store visits, closely mirroring Hands' Store Visits and geolocation segmentation capabilities.
- Foursquare: Location intelligence company providing first-party location data for audience targeting, measurement, and analytics - a directly comparable offering to Hands' MDM + GeoBehavior stack for mobile behavioral advertising.
- PlaceIQ: Location data and audience platform helping brands and agencies reach consumers based on real-world behavior patterns, directly comparable to Hands' GeoBehavior approach in mobile/location advertising.
Regional players
- Resultados Digitais (RD Station): Brazilian marketing automation and digital advertising platform serving SMBs and mid-market across Brazil and Latin America, a regional peer comparable to Hands' Brazilian-focused mobile advertising platform.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Hands social profiles
Digital presenceHands compliance and trust
Trust signalCompliance2 records
Hands financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hands leadership team
Management profileNumber of profiles
Profiles2 records
Hands funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hands M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hands
What does Hands do?
Hands operates a proprietary Mobile Data Management (MDM) platform that collects, unifies and processes geolocation and behavioral data from over 180 million mobile devices in Brazil. The MDM platform powers the Audience Hub segmentation and activation product and the GeoBehavior analytics framework, enabling agencies and brands to build exclusive behavioral audiences and activate them across major digital media channels with measurable store-visit attribution.
Is Hands a public or private company?
Hands is a private company. It is classified as venture growth investor backed and is currently operating.
When was Hands founded?
Hands was founded in 1999. It employs 11 to 50 people.
Where is Hands based?
Hands is headquartered in São Paulo, Brazil, in the Latin America region.
How does Hands make money?
Six revenue lines are on record. Mobile Media Agency Services are the primary driver. The others are marketing Insights, audience Monetization, app Engagement, mobile Advertising Inventory and insights Reports.
Who are Hands's main competitors?
Broad incumbents on record are Oracle Advertising (Oracle Data Cloud), The Trade Desk, Comscore, Nielsen and LiveRamp. AppsFlyer is listed as an emerging player. Direct peers are InMarket, Foursquare and PlaceIQ. Resultados Digitais (RD Station) is listed as a regional player.
Does Hands have an API?
No public API is recorded for Hands.
What industry is Hands in?
Hands's product category is Mobile Advertising Technology. Its primary akta.pro industry code is HDAEADAA, MDM Platforms (Customer/Product/Supplier/Location). Its NAICS code is 5418 and its SIC code is 7370.