Headway introduces Latam trading desk and claims that not all media can be purchased through programmatic buying

Headway Digital, a digital media trading desk, just introduced a Buenos Aires, Argentina, based trading desk targeting Latin America. Portada talked to Martin Kogan, co-founder and co-CEO at Headway Digital.

“More than half of all new internet users come from emerging markets. They represent the highest growth in internet usage and social media, yet content and advertising frequently isn’t even in the local language, and media plans overlook top local properties because of a lack of real market understanding,” says Kogan.

How does Headway Digital help U.S. based brands reach Latin America's consumers?

Martin Kogan, co-Founder and co-CEO - Headway Digital: U.S. brands will be able to utilize our unique combination of DSP + DMP. These platforms receive real-time Latin American data that comes from www.dataxpand.com, which is owned and operated by us. Our trading desk buys media from our DSP, as well as outside sources. We have been specializing in Latam media buying since our inception, and our seasoned media buying team knows the secrets of programmatic buying for the Latin American audiences.

We have noticed that a lot of US-based trading desks relay on old or inaccurate data, and they are unable to provide enough inventory for programmatic buying. Not all media can be purchased through programmatic buying in Latin America, you have to reach the right consumers and know how to mix Video + Mobile + Display + Data + Social for this region.

Where is the trading desk for Latam going to be?

Headway: The Headway Digital Latin American trading desk is in Argentina. Their Latam team is highly experienced in their market, they know the ins and outs of the region – culturally, technologically and regulatory.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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