Global ad-tech company Mediamath has partnered with programmatic media company Headway digital to expand its DSP platform and TerminalOne Marketing Operating System across Latin America. What do clients say about the partnership?
Following the agreement, Headway Digital will become MediaMath’s exclusive partner in Latin America. Headway Digital will be working with the DSP (Demand-Side Platform) developed by MediaMath as well as its’ TerminalOne Marketing Operating System, and will also be responsible for customer care and the platform management in the region.
Fernando Juarez, Managing Director of MediaMath Latin America exclusively tells Portada that the partnership ” is part of our global growth . We are strongly consolidated in the U.S. and in Europe and growing stronger in Asia. Latin America had to be part of this global growth. Through this partnership we aim to become the leaders in the region,” says Juarez.
Why are you expanding in Latin America through a partner and not directly?
“With Headway as our official partner we can immediately activate the 5 major markets in the region except for Brazil, where MediaMath does operate directly. The agreement we have reached with Headway Digital position us in the first place in terms of the programmatic coverage in these countries,” says Juarez.
Martin Kogan, CEO and CO-Founder of Headway Digital, said that “this agreement involves two independent firms that make a business partnership.”
“None of the leading technology companies’ suppliers for programmatic buying in Latin America (except for Google) has presence in the region with neither local sales nor support teams on how to use the programmatic buying tools. MediaMath wants to expand in the region and so the partnership with us in Latin America was almost natural, ” Kogan added.
We will be MediaMath Latin America, but remain as Headway Digital – Kogan, Headway Digital
What customers say about this partnership?
To Ana Ramirez, Meliá’s Digital Marketing and Sales Director America, this partnership seems very interesting: ” it expands the LATAM media ecosystem, which is currently smaller than the one in the U.S. I’m looking forward to see if both companies are really able not only to achieve a more advanced target segmentation (one of the key gaps in LATAM) but especially to expand the distribution network that from my point of view is the major obstacle currently in LATAM as the quality of the media where DSP and RTB are distributed is far from satisfactory. I think that it could make a difference regarding programmatic buying and the quality of delivery of media campaigns. ”
Currently a major obstacle in LATAM is that the quality of the media where DSP and RTB are distributed is far from satisfactory.
Customers who currently use MediaMath´s technology in the region will continue to do so, “only that now will be able to pay in Latin America and will count with customized attention from local support teams in different countries of the region,” says Kogan. Many MediaMath customers in the region are the trading desks of big global advertising groups.
RTB ecosystem status in LatAm
“From Headway digital, we are aware that there is a break in the media market and technology has come to make the media buying process much more efficient. Programmatic has come to stay, and we will soon see an evolution in media buying as strong as was the adoption of Search Marketing back in 2002 and 2003. The largest global advertising groups are taking audiences programmatic buying on digital media as their top priority,” says Kogan.