AD-TECH ROUND UP: Will Verizon Swallow Yahoo?, Crackle’s Break-Free Ads…

A summary of the most exciting recent news in advertising technology in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

RBC Capital Markets and Advertising Age research found that 78% of respondents believe that ad blocking technology has a negative effect on programmatic advertising, with 20% of the surveyed marketers saying the effect was “significantly negative.”

Cowen and Company's recent research found that American senior ad buyers believe that multi-device measurement is the biggest problem with programmatic, followed by fraud and ad blocking.

advrtasOutlyer Technologies has released its Advrtas platform, which enables interactive, 360-degree, virtual reality ads.

Verizon is looking like it may actually try to acquire Yahoo after CEO Marissa Mayer and Chairman Maynard Webb stated that they were listening to offers. This move would come after Verizon acquired AOL in May 2015 for $4.4 billion, and would help further develop the company's ad-tech portfolio.

An Equinix report revealed that 60% of marketing and ad-tech professionals believe it is very important to detect fraud before impressions are sent to be traded. One-third said they would move applications to a new data center for a reduction in latency time in order to reduce fraudulent activities.

Results International's latest figures show that 2016 was the third-highest quarter for ad tech/martech deal activities ever, with transactions adding up to $2.4 billion during the period in 108 deals (75 in martech and 33 in ad tech).

Sony has announced its new advertising solution called "break-free advertising," which features only five ads per episode of every Crackle Original show. The same five advertisers will be featured in each episode, where they can develop a story (through a "story-arc") over the course of the ads.

DON'T MISS PORTADALAT:  PortadaLat’s two-day LatAm and U.S. Hispanic marketing, advertising, media and digital conference will be held on June 8-9, 2016 in Miami, and will feature several sessions on the OTT revolution, Marketing Technologies and Programmatic in Latin Markets. Register now to hear about monetization, view ability, YouTube, from key brands. Get your tickets at the early bird price now! (expiring next Friday April 29).

LATAM MARKETS

MediaMath is opening a new branch of its New Marketing Institute (NMI) in Sao Paolo two years after opening a local office and teams. The NMI provides training and courses in ad tech and has already trained 60 people. NMI also has branches in London, New York, City of Mexico, Buenos Aires, Singapore, and Chicago.

In other MediaMath news, the company is restructuring its business, replacing its single product architecture with new sales and engineering processes. This meant small rounds of layoffs and the creation of product business units to not only build the products, but also implement them, like Google, Amazon and Oracle. The deal will give the regional offices, including those in Latin America, more autonomy and resources.

accentureAn Accenture study on ad blockers revealed interesting data on Latin America. The study, which involved 28,000 consumers across 28 countries discovered that four in 10 (42%) said they would pay to eliminate ad interruptions. Ad-blocker awareness was extremely high in Latin America, with 78%. And the study found that consumers in emerging markets like LatAm were more likely to pay for ad blockers than those in mature markets (47% vs 34%).

eMarketer has released data on advertising investments in LatAm. In Mexico, advertising investments increased 20% since 2015. And budgets for mobile ads are increasing as well - one out of every 10 dollars will go to mobile in Mexico this year. By 2020, that will increase to one out of every four dollars. This year, Brazil's advertising investments will increase by 3.2% compared to those of 2015, and by 2020, 19.1% of all advertising investments will be made in mobile. Argentina is slightly behind, as only 4% of its advertising investments are made in mobile, although that is still double the percentage allocated to mobile in 2015. But that number should increase to 17.2% by 2020.

From April 14-15, IAB Day 2016, the Interactive Advertising Bureau's event that gathers managing directors and presidents of the IAB in Argentina, Peru, Mexico, Chile, Uruguay and Colombia, was held in Bogotá, Colombia. The event is meant to stimulate and develop digital business in the region through debating topics like education, research, and problems like ad blocking and fraud. Highlights can be found in this link.

 

 


Gretchen Gardner @gardnergretchen

Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.
Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.

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