What: MediaDesk, a Latin America focused DSP owned by Miami headquartered media placement firm U.S. Media Consulting, announced a new partnership with Navegg. MediaDesk will now allow clients to run digital media campaigns targeting specific audiences on real-time, based on demographic and behavioral data provided by Navegg.
Why it matters: The Latin American digital advertising ecosystem is increasing in sophistication with DSP’s, such as MediaDesk, striking partners with DMPs like Navegg.
According to the company, the integration is available for MediaDesk self-service and managed clients. Navegg´s audience data will provide advertisers access to real-time targeting capabilities with data on more than 70 million users (among the more than 120 million already available on MediaDesk).
Audience based buys provide advertisers a unique way to ensure their campaigns are on target. Agencies can now buy campaigns based on the types of customers they wish to reach, such as Women 25+ AB or users interested in Travel/Tourism or users interested in specific brands such as FIAT or American Express or even consumers that have shown purchase intention of TV sets.
MediaDesk also announced that “the partnership with Navegg, a Latin America oriented DMP, is the first on a series of integrations with a growing number of data and audience verification firms”.