digital marketing


Teads, The Global Media Platform, has announced that Publicis Groupe Latin America has received the first agency-wide certification on Teads Ad Manager (TAM). The programmatic platform grants direct access to Teads’ premium inventory, allowing the agency to buy across the world’s best publishers with privacy first, cookieless, strategies.

This makes Publicis Groupe Latin America the first communications group in the region to be granted this certification. This recognition comes after a strategic alliance of nearly ten years with Teads and is proof of the exemplary commitment that the group has maintained when it comes to excellence and innovation, focusing on simplified and effective technology offerings for their clients. Publicis Groupe Latin America first adopted the programmatic platform at its launch in 2019 and positioned themselves as the agency brand with the highest level of usage in the entire region.

Directly connected to Teads inventory, TAM is the first dynamic self-serve or managed service platform in the industry that has a totally cookieless mode. TAM can offer cookieless audiences thanks to its advanced contextual targeting and the use of proprietary technology that allows it to “translate” audience segments, based on cookies, to segments that are “cookieless ready”. Moreover, both agencies and buyers are able to plan, activate campaigns, generate reports and reach their objectives in each stage of the funnel in an effective manner.

Publicis Certification
Eric Tourtel, CEO of Teads Latin America.

In today’s digital world, new technologies and innovation must be put at the service of brands and clients. Furthermore, integration is essential so that the entire process, from end-to-end, can flow with greater agility and speed. This is what is achieved with the TAM platform, because the entire programmatic operation occurs inside Teads’ ecosystem without needing to depend on third parties, the platform is extremely effective and cost-efficient for advertisers. We’re very pleased to grant this certification to Publicis Groupe and to continue working alongside them towards a cutting-edge advertising industry”, said Eric Tourtel, CEO of Teads Latin America.

Publicis Certification
Charlie Alvarez, Media SVP in Publicis Groupe Latin America.

We’re very excited to receive the Teads Ad Manager certification, the dedication on both sides has been of 110%, since anything that aims to reach max efficiency in processes and to provide a better service for our clients will always be a priority for Publicis Groupe. TAM has allowed us to streamline campaign, administrative and managerial processes, in the search to lower execution times, reduce costs and maximize resources like talent and technology. This certification is, without a doubt, a very important step in this direction”, said Charlie Alvarez, Media SVP in Publicis Groupe Latin America.

TAM has allowed us to streamline campaign, administrative and managerial processes, in the search to lower execution times, reduce costs and maximize resources like talent and technology.

On her end, Luciana Salazar, VP of New Business Development of Teads Latin America, expressed: “Working with Publicis Groupe is always an extraordinary experience, the talent in their teams at every level and their deep know-how in cutting-edge technologies have been key to continue to evolve and be able to offer a platform like TAM, which is tailored to our clients’ needs.

This week, Apple announced its latest update; iOS 14.5, which will require all apps to request the user’s permission in order to track them. It strengthens its position on user privacy and as a technology business looking to lead the way for protecting users’ data.

The update has been expected for a while, following the latest changes by tech giants and sweeping legislation from regulators around the world. So the media industry should be well prepared to embrace the next step in the privacy-first era for advertising.

At Teads, our proprietary technology solutions are market leading in understanding the way that people consume and engage with premium editorial content. We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients for a number of years.

We will continue following the same strategy of smartly combining the most relevant cookieless initiatives and delivering media effectiveness for brands with a privacy-first approach.


Apple has implemented another important piece to the puzzle to protect user privacy. In 2016 they introduced an important change for the web environment by removing 3rd party cookies from its Safari browser. This became the first version of ITP (Intelligent Tracking Prevention).

With the new iOS 14.5 update, Apple has implemented a similar change, but for inApp environments where users’ explicit opt-in will be required to use the IDFA. Users not opting-in are not identifiable and trackable, and considered as being new anonymous users.

 iOS 14.5

What is the difference between a cookie and an identifier for advertisers?

IDFA (Identifier for Advertisers) is a random device identifier that Apple assigns to a user’s device. The IDFA is presently used today to track and identify users within App environments similar to the way a cookie is used in web environments.

What will be impacted the most?

The impacts of the updates will be similar to the deprecation of cookies in the web environment, i.e. inApp audience targeting scale will decrease when relying on standard tactics (e.g: 3rd-party data). This will make strategies like inApp precision-based marketing more challenging to accomplish.

The management of frequency capping, reporting, measurement and monitoring of inApp traffic will also need to be approached differently when not receiving an opt-in from the users.

What does this mean for programmatic buying?

Heavy OX based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within the inApp environment, the value of long-tail apps where the opt-in rate is likely to be lower will be reduced. Quality contexts and content should see higher demand.

How does this impact advertiser 1st-party data?

Advertisers relying on 1st-party data collection from app activities will need to closely monitor their opt-in rate to minimize the drop of scale. The collected data can be used to feed lookalike algorithms or decision-making tools.

How does this affect inApp publishers?

The monetization of inApp traffic where users’ didn’t opt-in will be negatively impacted as the related level of demand will decrease.

Is it possible to target users who don’t opt-in?

To target effectively, advertisers will need to use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox) and unique IDs. Over-reliance on one approach is not healthy. Crucially, brands need to be thinking long-term about their data approach as privacy regulation and platform changes will only increase over time. Advertisers that embrace privacy-first strategies will be better prepared and see greater success as these develop.

How does Teads see the Deprecation of IDFAs?

Teads welcome this change as we see the deprecation of IDFAs as part of a larger, more holistic, landscape encompassing responsible use of data to minimise intrusion and a commitment to user privacy.

InApp represents less than 10% of Teads inventory and we simply see this latest release from Apple as the continuity of our cookieless strategy and transformation.

How is Teads uniquely placed to help advertisers with these changes?

  • Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for direct technical access to the inApp content and behaviours as well as for a deep understanding around content consumption.
  • Our historical data analysis and predictive models around content consumption allow precise audience profiling without identity resolution mechanisms.
  • We have a consistent and successful track history, over several years, of building, measuring and optimizing various targeting cookieless approaches.

What targeting solutions can Teads leverage when users choose not to opt-in?

Driving the above ambition of responsible digital advertising is the precise ambition of Teads’ cookieless suite, which is based on three main objectives and pillars:

  • Teads’ predictive audiences which drive a similar accuracy and effectiveness for audience targeting without the need for identity resolution.
  • Using contextual targeting to deliver high campaign effectiveness
  • Planning, Insights and Measurement tools to make anonymous traffic actionable at scale

What added value does the Teads contextual targeting solutions provide?

Teads operates a contextual taxonomy of over 500 contextual segments relying on the semantic analysis of premium editorial content. Our inRead ad units appear in the heart of the content which maximizes the benefit of a strong contextual alignment.

We have confirmed, across multiple tests, significant media effectiveness improvements versus broad targeting and seen strong uplifts in brand metrics such as Ad recall, Brand Affinity and Purchase Intent.

When will these new solutions be available?

The audience and contextual targeting solutions we described are available now. They can be used across all buying channels (MS, PRG DID and directly in our self-serve interface TAM), as well as TFP, our suite for publisher direct sales.

How is Teads supporting publishers in their cookieless transformation?

We help publishers monetize their non-opt-in inApp inventory with our Teads demand. We also provide access to our latest targeting solutions for their direct sold campaigns within our Teads For Publishers suite.

How can I accelerate my cookieless transformation?

Get in touch to participate in:

  • Teads cookieless bootcamp for education
  • Teads cookieless readiness program – our test & learn activation program
  • Self-serve cookieless media buying using Teads Ad Manager


Remi Cackel, Chief Data Officer, Teads

Nearly all business executives (91%) anticipate their company’s social media investments and budgets will increase over the next three years, and 62% of consumers note businesses that do not have a strong social presence will not succeed in the long run.

Social Media sits at the center of people’s daily lives and businesses are increasingly reliant on social data to inform strategic decision-making across an organization. In fact, according to new research commissioned by Sprout Social —an industry-leading provider of cloud-based social media management software—and conducted online by The Harris Poll, 85% of business executives report that moving forward social data will be a primary source of business intelligence for their company, and nearly half (46%) expect their company’s social media marketing budget to increase by up to 100% in the next three years. These plans align with consumers’ needs—the data shows that going forward social media is the #1 preferred way to learn about brands, ahead of all other channels including email, or TV and print advertising.

The Harris Poll, on behalf of Sprout Social, surveyed more than 1,000 US consumers and 250 business executives to understand how people and businesses use social media today, and how they plan to use it in the future. The report, “The State of Social Media: After a Year of Transformation, Executives Are All-In on Social,” reveals the importance of social media as a business strategy, its role as a cornerstone of customer experience, and the challenges facing brands in achieving success.

US companies today rely more on social media than any other communications channel for virtually all critical business activities.

Intelligence to Provide a Curated Experience

The report found that today’s consumers expect brands to use social media intelligence to provide a robust, curated experience. Social media investments are definitely needed when it comes to gather data and convert it into intelligence. And while most executives are aligned on the importance of social media for their business, they are not confident in their company’s ability to meet the needs of their customers on this mission-critical channel. Fewer than half of executives describe their current social media strategy as ‘very effective,’ while 90% of executives agree their companies need to more effectively use social data to understand their customers.

Social Media Investment
Anna Ginovker, Director and Senior Consultant, The Harris Poll.

“Our research shows that US companies today rely more on social media than any other communications channel for virtually all critical business activities,” said Anna Ginovker, Director and Senior Consultant, The Harris Poll. “Whether for sales or lead generation, engaging with customers, building brand awareness or for gaining customer insights, nearly all executives (95%) agree companies will more heavily rely on social data to identify business opportunities outside of marketing. A majority of executives (59%) also anticipate their use of social media to increase over the next three years indicating this channel is certainly here to stay—as much for businesses as it is for consumers.”

“There is no doubt this past year served as a catalyst for the digital transformation happening across businesses, but what I find most compelling from the report findings is that this transformation is disproportionately unfolding on social media,” said Ryan Barretto, President of Sprout Social. “Consumers are clear—social media is where the customer experience should start, develop and end. Compared to a year ago, consumers have increasingly used social media to discover new brands (43%), recommend brands to their friends and family (33%), and make a purchase (36%). These numbers become even more pronounced for younger generations. For businesses to thrive in this world, it is clear that social insight on key touchpoints across the customer lifecycle cannot be a long-term plan, it must happen now.”

Social media is where the customer experience should start, develop and end.

Imperative for Social Media Investment: Additional key findings

  • Social media will become the most important source for data and insights that inform key business decisions. Nearly all executives (95%) agree companies will more heavily rely on social data to identify business opportunities, including those outside of marketing, over the next three years. They anticipate the use of social media data to inform strategy and business decisions across sales (67%), customer service (61%), Product (53%), Research and Development (48%), and Human Resources (43%) departments.
  • Social media usage is trending upward, especially among younger generations, and expected to continue to grow: The use of social has grown among the majority of consumers over the past year (54%), and 34% expect it will continue to increase over the next three years. Gen Z and Millennials have driven the greatest surge in usage (65% and 63%, respectively), and are more likely to note they expect it to keep rising (45% and 46%, respectively) compared to other generations.
  • Relevance is at the core of the customer experience: Consumers expect companies to use social media to provide a more personalized experience based on previous interactions (61%), read and analyze what customers post on social media (59%), and know them better based on their activity on social media (51%). This is more pronounced among Gen Z, Millennials, and Gen X, yet no more than 44% of executives are ‘very confident’ in their social media strategy meeting the needs of different generations.
  • Positive social media experiences translate into sales: Seventy-eight percent of consumers are more willing to buy after a positive experience with a brand on social, 77% will choose that brand over the competition, and 72% will increase their spending, demonstrating the impact of social on the bottom line.

Many social media users actively avoid sponsored posts that seem inauthentic or uninformative. Why brands must strive to connect with micro influencers that genuinely align with their products to achieve a successful partnership.

Most social media users (58%) in the U.S. have not and never intend to buy products through influencer promo codes, according to a new survey report from Visual Objects, a visual guide to finding and hiring the best creative firms.

Rather than product placements and advertisements, social media users are drawn to informative content that provides insight into a subject of interest.

The most popular types of influencers are subject matter experts (34%), business leaders (29%), and wellness experts (28%). Influencers with subject matter expertise are best able to engage their followers and cultivate communities based on shared interests.

Influencers with these engaged, niche followings are ideal candidates for business partnerships. However, companies must team up with influencers that can present their products genuinely to be well-received by their audience.

micro influencers
Kyle Dulay, director of Collabstr.

Kyle Dulay is the director of Collabstr, a marketplace that connects brands with influencers. Dulay recommends aiming for authenticity and relevance in sponsored social media content.

The influencer should be able to talk about the product with ease because it’s something they would’ve used in their everyday life regardless of the sponsorship.

“Brands should only reach out to influencers that are highly relevant to their products,” Dulay said. “The influencer should be able to talk about the product with ease because it’s something they would’ve used in their everyday life regardless of the sponsorship.”

Consumers Follow and Trust Micro-Influencers

Micro-influencers have considerably smaller follower counts than large-scale macro-influencers. However, most social media users (55%) typically follow influencers with under 50,000 followers.

micro influencers
Tanner Arnold, President and CEO of Revelation Machinery.

Tanner Arnold, President and CEO of Revelation Machinery, believes micro-influencers should be front-and-center in social media partnership considerations.

Any brand should include micro-influencers in their marketing campaign because it will help their budget in the long run.

“Any brand should include micro-influencers in their marketing campaign because it will help their budget in the long run,” Arnold said. “Brands have a better chance of reaching a larger, more engaged audience this way, allowing them to develop a genuine fan base.”

With more engaged followers of similar interest groups, micro-influencers serve as a competitive alternative to partnering with a larger, more expensive macro-influencer.

People Follow Limited Numbers of Influencers

Despite influencer popularity, most individuals are very selective about who they follow. The majority of social media users (57%) follow five or fewer influencers.

Large-scale accounts, known as macro-influencers, are likely to earn at least a few of these ‘follows’ due to their broad reach, name recognition, or celebrity status. But micro influencers will tend to have increased engagement.

micro influencers
Mark Hayes, head of marketing at Kintell.

A content partnership with a macro-influencer will reach a variety of people with different interests. The opportunity to reach millions encourages brands to invest in macro-influencers, according to Mark Hayes, head of marketing at e-learning platform Kintell.

Getting an endorsement from your favorite influencer can drastically change your perception and buyer behavior.

“Getting an endorsement from your favorite influencer can drastically change your perception and buyer behavior, which is what makes this such an alluring concept for marketers,” Hayes said.

Visual Objects surveyed 501 active social media users in the U.S. about how they engage with influencers and what drives them to follow influencer accounts.

For social media trend followers should take into consideration the sense of longing for the past called nostalgia. According to GlobalWebIndex, nostalgia can make humans more optimistic and have a positive influence on their actions. The research also unveiled that nostalgia is a highly common emotion. Results show that 8 in 10 say that they experience feelings of nostalgia at least occasionally and 4 in 10 say that they do so often.

This megatrend has not gone unnoticed. In fact, social media platforms have jumped on the bandwagon and have created numerous ways to facilitate our longing for times-gone-by. Although it’s sometimes tough to be reminded of holidays or nights out with friends, there’s something about a nostalgic social media post that we just can’t resist. So, let’s take a closer look at how social media platforms have embraced this trend and why we love it so much.

Social Media Trends: Nostalgia Triggers

According to the GlobalWebIndex research, music is one of the biggest nostalgia triggers. When asked what people have felt most nostalgic about over the past year, music topped the charts for all age groups. It really seems to be true that a well-loved song can transport you to a happy time, and during lockdown, people everywhere have been turning to Spotify to find that sweet sense of nostalgia.

Because of this fondness of nostalgia in the form of music, the popularity of Spotify Wrapped makes complete sense. This feature allows users to recount their 50 most-listened-to songs, their most-listened-to artists, and even the genre that stole their heart over the year. If you’re looking to step a bit further back in time, Spotify also offers another throwback option: Spotify Time Capsule. This option allows you to listen to your top tracks of a certain year gone by while you revel in the happy memories.

Users everywhere can’t get enough of this feature, and for the music streaming company, this nostalgic trend has been a huge success. In 2020, Spotify’s mobile app downloads increased by 21 per cent in the first week of December thanks to the Wrapped feature, proving that the megatrend of nostalgia can have a huge impact.

Thanks for the memories

Now that we’ve got our ears covered in terms of nostalgic content, what about our eyes? That’s where ‘memories’ come in. Social Media trends also reflect the weight of nostalgia in social media content. Memories on Instagram, Memories on Facebook, and Timehop are all social media features that allow you to reminisce about a certain day in the past. On Instagram, you are now able to see the post you put up exactly a year ago to the day in the Memories section. Over lockdown, in which many of us have completely lost our sense of time, it’s often been difficult to fathom that you put that picture up a whole year ago! But that’s nostalgia in action!

Whether you’re reminiscing over a particularly good day out or you’re reminded of a great outfit that inspires you to dig those retro mule sandals out of the wardrobe again, the Memories feature on Instagram and Facebook is sure to get you feeling nostalgic.

Social Media Trends and Nostalgia marketing

As well as introducing fun (if sometimes heart-wrenching) nostalgic features, social media platforms are also jumping on the ‘nostalgia marketing’ trend that is set to dominate 2021. Nostalgia marketing is pretty much exactly what it sounds like – when brands reintroduce images and themes from years gone by to sell their products and make us all think of ‘the good old days’.

NostalgiaInstagram, for example, utilized nostalgia marketing back in October 2020. For one month only, the image-sharing app allowed users to revert to some of the apps retired, old-school logos (including the classic 2010 logo that caused mild outrage when it was decommissioned). This fun feature allowed users to go back to the logo that is now considered retro, tapping into people’s love for all things nostalgic.

It’s not the first time we’ve encountered nostalgia marketing. The trend has seen a few resurgences over the years. It became very popular during both the Great Depression and the 2000s’ recession, and now it’s back. Clearly, we’re all prone to feeling reminiscent when we’re going through a turbulent time.

If there’s one thing we’ve really craved over the last year, it’s a blast from the past. Thankfully, social media trends have seen our wishes and granted them. Now, all there is left to do is work on creating some new memories that we can begin to feel nostalgic about in years to come.

This article was researched on behalf of Dune London

Co-Founder and CEO of Los Angeles digital marketing agency GR0, Kevin Miller, has just released his newest guide in digital brand building in 2021, this time focusing on SEO and effective content strategies. He breaks down what licensed tools can provide for you and your agency, and which ones offer the most bang for their buck, allowing you to automate processes and extract the most value out of every piece of content. With these helpful tips and tools, you too will find yourself improving your Google ratings and establishing yourself as a trustworthy source of information on the web.

Firstly, for an effective content strategy, Miller recommends conducting extensive keyword research using Ahrefs.com, which is an extremely comprehensive SEO toolset. This “keywords explorer” includes a database with over 7 billion unique keywords based on ten different search engines, including places like Amazon and YouTube. Not only that, but their tools also provide you with metrics regarding how many clicks you get, and breakdowns for return rates, percentages of paid clicks, and more. By using this tool, you can crucially identify keywords not only based on their search volume, but also with information about how difficult it might be to rank yourself within that keyword. This comprehensive package gives you the information to work smarter not harder, as well as get the most out of your efforts.

This comprehensive package gives you the information to work smarter not harder, as well as get the most out of your efforts.

Secondly, in his time at GR0, Miller has found it imperative to attempt to provide content that Google can insert into its “People Always Ask” results. This is an important element of your content strategy.These are Google-featured results that are designed to predict what else a user might want to know, and so it inserts a trustworthy source amongst their search results and even clips out a section of your article to embed right in the page. By working to build outlines on your pages that are detailed and thorough, Google may surface your page and offer keyword rankings based on the natural value of your information and not just your ad spend.

Next, while building and evaluating content on your own for your content strategy is an important means to crafting a message, you can get a lot of value by utilizing a content grading system. These systems work to evaluate the content you’ve generated and monitor it for readability and SEO by highlighting and suggesting relevant terms. It also suggests how your content will compare to other articles in the same category. Primarily, Miller found value in both Clearscope and MarketMuse, the former offering great insight into the construction and language of the content itself, while the latter excels at offering difficulty scores and comparing your brand to its peers.

In continuing to improve SEO for his clients, Miller has also found it immensely important to utilize a system to evaluate your content briefs like Content Harmony. This software utilizes data and online search results to analyze your briefs for search volume, SEO difficulties, and the length of content to help your writing team compose the most valuable drafts. While these are all things that your agency can do on its own, the value Content Harmony offers in automating these systems is immense, and it can help streamline your content pipeline to offer consistency and stability to it.

Nothing is more important to your SEO than using links, but it’s important to use them intelligently and not over do it.

Nothing is more important to your SEO than using links, but it’s important to use them intelligently and not over do it. In his experiences writing, Miller has found that the ideal number of internal links to be four to five per article, and that it is imperative that these feel natural. Google may detect if your backlinks are haphazardly stuffed into a body text and reject them, so ensure that these links flow well within your narrative. Additionally, providing verifiable information requires links to external sources, of which Miller recommends three to four of per article. As long as the information is cited properly, you will increase your own credibility by offering accurate information, even if it isn’t originally produced by yourself.

Finally, to keep in line with Google requirements you should be sure to include an ‘Author Box’ on your article, which simply includes the author’s name, photo, and a bit of information about them. This works to help you meet Google’s standards as a source of information with E.A.T; Expertise, Authority, and Trust. In pulling for search results and other placements like ‘People Also Ask’ and ‘Snippets’ Google makes sure that it is providing users with the highest quality information, so if you want that to include yourself, you need to build your own online identity as a trusty source. If you’re just starting out and want to have the maximum impact, you can also have your blog fact-checked by an expert and include information about them in the article, to borrow some of their credibility and transfer it onto yourself.

These steps work together to provide content that not only engages readers but helps your brand gain recognition through increased search engine results and more prominent placement without solely relying on ad spends.

Developing a content strategy with SEO in mind is no easy feat, and there are a lot of different aspects that require planning and attention. By utilizing a keyword tool like Ahrefs, you can find which keywords will offer you the most value and which you can rank the highest within to find your proper mark. Then, you can optimize the brief for your content strategy team using software like Content Harmony, which prepares briefs with SEO in mind and even offers suggestions on length to get the most out of your first draft. With that, you can optimize your articles using Clearscope and MarketMuse to properly place and site your targeted keywords and provide content that will appeal to a broad audience. Having all of that prepared, you can manually dress the article up by inserting properly sourced links, citations, and an author box to help establish credibility and land yourself in Google’s ‘People Also Ask’ section as a verified source. These steps work together to provide content that not only engages readers but helps your brand gain recognition through increased search engine results and more prominent placement without solely relying on ad spends.

Remi Cackel, Chief Data Officer, Teads tells Portada that Teads has built deep capabilities to understand how people consume and engage with premium editorial content. “We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients. This is why we believe that most of the targeting needs can still be effectively covered today without cookies and have developed cookieless solutions with proven effectiveness.” Below is an article by Cackel on Google’s recent announcement on ad-targeting on the open web.

This announcement from Google is not a surprise as it comes a few weeks before the release of the Chrome v89 containing their initial proposed alternative part of the Privacy Sandbox and called the FLoCs.

To be successful in this new era we will continue following the same strategy of smartly combining the most relevant cookieless initiatives. Among others, we keep on supporting the adoption of unique IDs by publishers and are participating in these initial tests of the Privacy Sandbox.

Understanding what Google Just Announced

What Did Google Just Announce?

That their buying platforms (DV360, Ad Manager) will not be leveraging cookie alternatives, other than their own, for targeting on the open web.

Why are so many people talking about this?

Some corners of the industry had speculated that the Google tech stack might support Email/Login based initiatives on the open web for personalized 1-1 targeting. They have just confirmed that they will not.

Is this new news?

Not really. They have been emphasizing their Privacy Sandbox which would not allow individual-level targeting but rather cohorts of at least 1000 people as the preferred alternative they will be focusing on for targeting in the open web. These cohorts (so-called FLoC) will be rolled out over the next few weeks as part of the new Google Chrome 89 version.

Are unified IDs the solution for open web targeting?

Unified IDs are a part of the solution but will not be compatible with the Google buy-side stack and will have a limited scale.

What are the solutions then for open web targeting?

To target effectively, advertisers will use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox), unified IDs, publisher 1st party data. Over-reliance on one approach is not healthy.

How does this impact publishers?

Google accounts for an important share of publishers’ ad revenue. Google’s willingness to monetize open web publisher revenue will likely be negatively affected in favor of Google’s own properties. This is not a new trend but accelerating in light of their recent announcement.

What does this mean for programmatic buying?

Heavy OX-based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within Chrome, the value of long-tail publishers will be reduced. Quality contexts and content should see higher demand.

How does this impact advertiser 1st party data?

Advertisers will need intelligent solutions to action their 1st party data outside of the walled gardens.

Is Google Really looking out for user privacy or their business interests?

You decide.

Teads Position

What are Teads unique assets in this context?

Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for technical access to browser-APIs and deep experience around content consumption.

The historical data analysis and predictive models around content consumption allowing precise audience profiling without cookies.

Multiple years of building, measuring and optimizing various targeting cookieless approaches.

How do we solve for cookieless audience targeting today?

As a result of these unique assets, we can already combine several cookieless strategies and make it actionable at scale for clients:

Predictive audiences. For several years we have been activating cookieless audience targeting leveraging our knowledge of premium editorial content consumption.

  • FLoC and others new Browsers’ API such as the Privacy Sandbox.
  • Unique IDs.
  • Publishers’ 1st party data.

What role does contextual targeting play for Teads?

Contextual targeting delivers outstanding media effectiveness. It should be tested and adopted alongside cookieless audience targeting strategies.
Our unique catalogue of 500+ segments can be used to truly amplify the marketing message of brands by finding the highest moments of receptivity, right in the core of the articles.

How do cookieless solutions perform?

20% of our current audience targeting is already delivered without using any cookies. Using our cookieless solutions to activate demographic targeting, we have delivered an accuracy of at least 30% above cookie-based industry benchmarks.

When will these cookieless solutions be available?

The audience and contextual targeting solutions we described are already available now. It can be used across all buying channels (MS, PRG DID and directly in our self-serve interface TAM), as well as TFP Suite for publisher direct sales.

What about precision marketing needs?

Precision marketing often goes with the 1o1 targeting of individuals which contributed to the diminution of trust from the end-user.

Approaching precision marketing in a responsible way is possible using our proprietary tool called ‘Teads cookieless translator’ which turns any custom audiences into the most relevant cookieless activation strategy.

Among others, we expect the Google Turtledove/Fledge proposal to be rolled-out this year and extend the ability to cover 1o1 targeting needs in a privacy-compliant way.

Any other points to consider beyond targeting?

Campaign planning, frequency capping or measurement have been relying on cookies for the past decades. Browser APIs, identified traffic or probabilistic methods can already cover the related needs and functionalities.

How can I accelerate my cookieless transformation?

  • Get in touch to participate in:
  • Teads cookieless bootcamp (education)
  • Teads cookieless readiness program (test & learn activation program)
  • Self-serve cookieless media buying using Teads Ad Manager

How Teads supports publishers in their cookieless transformation

We help publishers seamlessly monetize their cookieless inventory with our Teads demand. We provide them access to our latest cookieless functionalities (including enablement of first-party data and support for unified IDs) for their direct-sold campaigns within our Teads For Publishers suite.

– Remi Cackel, Chief Data Officer, Teads

Teads, The Global Media Platform, unveiled the latest news that it reaches nearly 2 billion people worldwide in the most premium digital environments, through global partnerships. It also unveiled a newly signed partnership with NewsGuard as part of its ongoing drive to support quality journalism and ensure brand safety from misinformation and false news. The announcements were made during the inaugural ‘Teads Partner Day for Publishers’, a global virtual event that brought together more than 1,000 leaders in digital publishing and trade journalists.

Among the main innovations the company announced were its updates for publishers around the cookieless future, promising no drop in audience targeting accuracy and effectiveness whilst adapting to the browser and regulatory changes. Teads’ market-leading approach helps publishers to fully leverage their advantage when it comes to targeting in a cookieless world; making the most of their 1st party data and user reading habits as well as a nuanced approach to contextual targeting, only available within text environments.

In addition, it was announced that publishers would now be able to tap into Teads’ Predictive AI for the first time, via the Teads For Publishers Suite. The AI leverages hundreds of data points on each advertising opportunity to deliver the most promising outcome for advertisers. This means that publishers can sell viewable impressions, completed views, or even clicks to maximize revenue and limit inventory waste, delivering up to 60% inventory savings.

Teads also announces today a new partnership with NewsGuard, an organization that, deploys trained journalists to rate and review the worlds’ news sites for trustworthiness and transparency. The integration means that NewsGuard is now part of Teads’ publisher vetting and auditing process, both at the onboarding stage and as an ongoing benchmark for quality. This aligns with the company’s policy to Advertise Responsibly, enabling brands to deliver business results whilst doing so in environments that are free from disinformation, fraud, and hate speech.

“As the commercial arm of the BBC, we work with partners that understand and respect our values. But who are also compliant, market-leading, and work with us to build trust and a long-term relationship that’s mutually beneficial. There are four parts of our relationship with Teads that outline why we chose to build a strategic, exclusive global partnership. We identified Teads as a market leader in terms of an advertising format that we want to offer our audiences and customers. We seek partners that pass and uphold, our incredibly stringent checks and balances, ensuring brand safety. And through Teads Studio, offer a compelling creative product that helps brings video alive for many advertisers and brands.

Additionally, Teads works hard to remain ahead of the curve in terms of product and partner needs and by doing so remain relevant in an ever-changing digital landscape

Finally, as we enter the fifth year of our partnership, Teads continues to represent an important part of our offer to market”

Teads Global ReachErrol Baran, SVP, Business Development & Innovation – Global Advertising & StoryWorks, BBC Global News 

As video demand outstripped supply in 2020, we were able to prove to media buyers that, not only is in-article video more efficient than pre-roll, it actually performs quite well. So for BuzzFeed, having Teads as a partner allowed us to expand our video offering, make it more efficient, biddable, and scalable. We’ve tested other SSP partners with outstream in the past, but consistently, Teads has been able to drive the highest ad performance across partners to date.

Michelle Devine, VP, Programmatic & Commerce Partnerships, BuzzFeed

We are now able to provide a one-stop solution for our brand advertisers to create beautiful, interactive video ads from scratch and distribute them through our premium inventory. Teads has empowered our digital business with its technical solutions and we are looking forward to working even closer to strengthen our media strategies.

Teads Global ReachAkane Takahashi, General Manager, Digital Business, Hearst Fujingaho Japan

As part of the exclusive and long-term partnership established between Le Point and Teads, we have been able to extend our monetization capabilities to the in-app environment over the last months, with great results across both video and viewable display formats.

Teads is providing excellent performances on all key metrics such as brand safety, viewability or completion, while ensuring GDPR compliance and best-in-class user experience for all our audiences, thus matching the highest level of expectation we require for Le Point.

Our readers trust and show loyalty to our brand thanks to the quality of our content. Being natively positioned within editorial content, in-article formats have to meet the same quality standards. Thanks to its strong and historical commitment to premium and responsible advertising, Teads has naturally become a key business partner for Le Point over the years.

Nicolas Pegoraro, Director Yield Management, and Digital Ad Operations, Le Point

In 2020, we saw the real-world impact of misinformation on topics ranging from public health to election integrity. But brands that want to avoid sending ad dollars to sources of harmful misinformation shouldn’t have to avoid news altogether. This partnership ensures advertisers, through Teads, can have a better alternative: access to credible trusted news inventory while avoiding ad placements on harmful misinformation websites.   We applaud Teads’ leadership on this issue.

Teads Global ReachCarter Stone, VP Business Development, NewsGuard

Today’s virtual event showcases the breadth of tools we have brought together for publishers over the past few years. With our latest developments around data, Teads for Publishers Suite is now the best technology for publishers to be ready for the cookieless era. Giving them future proof, and market-leading, targeting, and contextual solutions at their fingertips. All whilst maintaining our role as a truly cutting-edge monetization platform.

When this is layered on top of the placement and design of our ad formats, the result is the highest possible quality ad experience online, at scale. This means our publishers can deliver business results to brands as well as the greatest user experience for their readers, all of which create a more sustainable media ecosystem for the future. We are excited about continuing to grow with our partners throughout 2021 and beyond.

We talked to Yocelin Delgadillo, Media Manager Victoria and Premium Brands at AB InBev during her participation at AdWeek Latam. We discussed new digital strategies for Mexican brands, particularly how marketing for Modelo and other beers has swiatched to digital. In addition, she told us all about partnerships with fairs and festivals, e-commerce, and the company’s plans for streaming entertainment platforms. 


E-Commerce and New Digital Strategies

What’s your on and offline media mix?

This year, we’re becoming a digital-first company for the first time ever. This doesn’t mean 100% of our budget goes to digital, but rather that we’re growing in the digital space. For some brands, a digital-first media mix means 60% of their budget goes to digital. This varies throughout our portfolio, but we have many new digital strategies.

For some brands, a digital-first media mix means 60% of their budget goes to digital.
Beer House Caption

Strategies for Stella and Michelob Ultra, brands in our premium portfolio, are very digital and e-commerce-focused. Actually, Stella has a very strong e-commerce perspective. It’s one of the best-selling brands in our e-commerce platform Beer House.

How did you launch and reinforce e-commerce?

The key to enter e-commerce was communication with retailers such as Rappi, Amazon and Mercado Libre. We have entire teams devoted to our relationship with them, designing promotions and creating brand awareness in those platforms. We know we must take awareness as a starting point in order to speed up the funnel. It’s even more efficient in Mercado Libre and Amazon, for instance, because the purchase takes place right there.

Every single piece of digital content of ours contains a call to action. Not all of them are necessarily related to sales, but we redirect users to websites that are mainly devoted to sales. We rarely send any traffic from a branding site to see more content. “If you’ve seen Vicky Chamoy and you’re already interested, you can buy it here.” You click on the CTA and it’ll take you to Beer House or Modelorama to get the product. That’s one of the pros of having our own e-commerce platform in house. We can estimate, optimize, and actually measure sales.

That’s one of the pros of having our own e-commerce platform in house. We can estimate, optimize, and actually measure sales.

Sponsorships of Fairs and Festivals

Tell us a bit about brand presence in festivals like Corona Capital and Flow Fest. 

I’m in charge of four brands: Michelob Ultra, Modelo, Stella Artois and Victoria. Therefore, I need to be very aware of the perspective and muse of each brand. Each brand has a very different target. However, we have them well defined, and that helps us understand what works and what doesn’t, as well as to design new digital strategies for them.

Each brand has a very different target. However, we have them well defined.

Yocelin Delgadillo, Director of Integrated Marketing Communications, AB InBev.

On the other hand, experience marketing has become a platform to showcase all the Modelo brands. Before, you wanted to buy beer at the Corona Capital festival and they only had Corona. Now, Corona is the headliner, but Stella has a VIP bar, or BudLight headlines EDM festivals in the North of the country, but Corona is always there. Now we have full portfolio presence instead of just activating one brand. We’ve been there since 2019. All these experiences have also become perfect sampling occasions (for new products). Fairs are very important sampling points for our new Chamoy line. Victoria is the main brand, but we want to launch the Chamoy variety and that’s where consumers can try it.

How do you manage to get your message across at festivals, which involve so many different sponsors and brands? 

We have an advantage: our experiences team is part of our media area. The name of that whole department is “Connections”, and it’s in charge of all connections with consumers ranging from advertising to events. Because we’re in the same area, we speak the same language and are aware of the same strategies. Actually, at the Experiences team, when we work with OCESA and other organizers of art festivals we try to close deals that are not simply about being another sponsor looking for naming. We want to get involved with the experience, we want to sponsor a stage that receives music that resonates with the brand. 

We want to get involved with the experience.

They know we’re more than just a company that wants its logo on the poster. We want to be a part of the experience. Our advantage is our long relationship with them, they know our message by now.

A Slice of the Streaming Cake

AB InBev e-commerce

What is the marketing team focusing on most intensely at the moment?

Everything related to data. We have a new data expert entering the team who’ll put together campaigns based on first-party data. I think personalization at scale is crucial, it’s one of the area’s KPIs, and a great percentage of our digital impressions are segmented according to affinity instead of just ethnographic information. Also, our business intelligence team sends us daily reports. Together with the agency, we’re constantly monitoring asset performance per audience. We prepare a specific briefing per audience for each campaign.

We have a new data expert entering the team who’ll put together campaigns based on first-party data.

Another new thing is that we have someone dedicated to entertainment, looking at how we take part of series and movies. It’s going beyond product placemant. The question is, are we truly participating in entertainment in an active way? We already have an important relationship with Netflix and Amazon Prime, where our products play an important role in the story.

What changed in the consumer to make you enter those platforms?

People decide what they want to watch. It’s no longer a matter of choosing between open broadcast and cable TV. Many people watch content on Youtube, Hulu, Netflix. If we want our message to reach them, we have to migrate to where they are. Streaming platforms don’t want us there, so it’s interesting how we create a relationship with content creators so that they make us a part of their stories.

If we want our message to reach them, we have to migrate to where they are.

Coronavirus Crisis

In the interview with Delgadillo, we didn’t specifically address the branding difficulties that have resulted from the Coronavirus pandemic. However, other media have discussed the confusion and consequences for the Corona brand.

Even though it could seem obvious that the virus isn’t in any way related to beer, AdWeek reports that between January 26 and February 1, Google Trends registered an important increase in searches such as “beer virus” and “corona beer virus”.

So far, the company behind the Corona brand hasn’t said anything about the subject. On the other hand, social media has created a series of memes to make fun of the confusion. AB InBev has not withdrawn from partnerships with important events such as Corona Capital, scheduled to take place in Guadalajara in May and later on in Mexico City.

Over 4.2 million peanut emojis have been used on Twitter since the emoji’s creation for the Spreading Good Campaign and the National Peanut Board (NPB) has set out to reach 6 million peanut emojis on Twitter by March 31 (National Peanut Month). Ryan Lepicier, Senior Vice President and Chief Marketing Officer, National Peanut Board, tells Portada how he is using emoji marketing.


The National Peanut Board (NPB) is giving substance to the peanut emoji by turning digital peanuts into real peanuts. The company will turn Peanut emojis into real peanut butter donations to food banks across the nation. The NPB is not only making a donation based upon all the U.S. peanut emojis used to-date on Twitter. In addition, they’re encouraging consumers to continue to use the peanut emoji on Twitter to fuel even more peanut butter donations to food banks.


Emoji Marketing as Amplification Tool

With emojis, we’ve been able to create a simple and straightforward campaign that is very user-friendly. Emojis are a universal language to communicate feelings and emotions. Thus, it makes it easy to engage with a broad range of audiences”, Ryan Lepicier, Senior Vice President and Chief Marketing Officer, National Peanut Board tells Portada.

“For example, the fan base behind popular South Korean K-Pop Band, BTS caught wind of our campaign and it quickly spread across their audience. We saw an increase of peanut emojis used within hours! In less than two weeks, we saw more than a million peanut emojis used on Twitter, surpassing our original goal. With people around the globe Spreading Good, NPB decided to increase the campaign goal. The objective is 6 million emojis on Twitter by March 31 and in return, NPB will donate 17,000 pounds of peanuts and peanut butter to food banks.

In less than two weeks, we saw more than a million peanut emojis used on Twitter.


Millennial Target

According to NPB data, about 94% of homes in the U.S. have at least one jar of peanut butter in their pantry. For the Spreading Good campaign, NPB targets millennials, who on average, spend nearly 18 hours a day on different types of media and 71% say they engage with social media daily. With this in mind, NPB honed into the digital space with an emphasis on Facebook, Instagram, Twitter, and LinkedIn.

The Spreading Good campaign is all about shareable content and a sense of unity.


Twitter, a Good Vehicle for Emoji Marketing

According to Lepicier, through Twitter the NPB was able to connect to its target audience: Millennials. Millennials have an average attention span of only 12 seconds, making it important to capture their attention quickly. To do so, the NPB thought of a tone for its Twitter page @PeanutsHere that was quick, fun, and a little nutty – just like the platform. “The Spreading Good campaign is all about shareable content and a sense of unity. For these reasons, we felt Twitter was our strongest platform to bring this fun campaign to life”, Lepicier concludes.




What: U.S. Digital Ad revenues surpass US$100 billion mark for the first time, hitting landmark US$107.5 billion in 2018, according to IAB Internet Advertising Revenue Report.
Why it matters: Record-breaking Digital Marketing spend represents 22% year-over-year growth.

U.S. digital advertising revenues in 2018 reached an all-time historic high of US$107.5 billion—exceeding the US$100 billion mark for the first time—according to the latest IAB Internet Advertising Revenue Report released by IAB and prepared by PwC US. This full-year 2018 total represents a 22 percent year-over-year increase from US$88.3 billion in 2017.

Mobile and video continue to lead digital marketing’s steady growth. Accounting for nearly two-thirds (65%) of 2018’s internet ad revenues, mobile reached US$69.9 billion, up 40 percent from the previous year at $50.1 billion. Advertising revenues from digital video saw the largest rise among all formats—an uptick of 37 percent—catapulting to US$16.3 billion in 2018 from US$11.9 billion in 2017.

As audiences have shifted away from traditional media, digital has been a dominant force in capturing their attention—first from desktop to mobile devices and more recently to connected TV, smart speakers, and digital out-of-home.

The report analyzes the drivers behind the dramatic growth, identifying that revenue stemming from eCommerce, including the emergence of the direct brand economy, has played a key role. With the rise of “social stories” as a tool to connect with today’s consumers, social media was also pinpointed as motivating factor in significant investment—with storytelling now catching fire across platforms and brands. In addition, technological advances, ranging from virtual reality to voice to 5G, were recognized as drivers and expected contributors to a continued robust advertising environment.

Other highlights from the report include:

  • Digital video on mobile devices continued its momentum, reaching US$10.2 billion in full-year 2018, a 65% rise from full-year 2017 at US$6.2 billion
  • Digital video ad revenues on mobile devices comprised 63% of all digital video ad revenues in 2018, up from 52% in the prior year.
  • Digital audio advertising grew 23% to reach US$2.3 billion, outpacing last year’s full-year revenue of US$1.8 billion
  • Social media revenue rose to US$29 billion in 2018, an increase of 31% from US$22.1 billion in the previous year

“Surpassing US$100 billion in annual revenue is a watershed moment for the digital advertising ecosystem—one built on its power to build direct relationships between brands and today’s consumers,” said Randall Rothenberg, CEO, IAB. “Innovative platforms like over-the-top television, podcasts, virtual reality, and augmented reality all have the potential to help marketers forge even stronger ties with audiences, as brands navigate the new ‘consumer first’ playing field.”

“Digital marketing has unequivocally secured the lead in media market share, just as it has taken the lead in consumer mindshare,” said Anna Bager, Executive Vice President of Industry Initiatives, IAB. “As audiences have shifted away from traditional media, digital has been a dominant force in capturing their attention—first from desktop to mobile devices and more recently to connected TV, smart speakers, and digital out-of-home.”

“Advertisers are placing a premium on mobile and video, and in turn the two are fueling the ongoing rise of digital marketing,” said Sue Hogan, Senior Vice President, Research and Measurement, IAB. “And the 5G promise of lightning fast speed and decreased latency presents opportunities for businesses and consumers alike: a smoother user experience, which could further consumer ease with use and frequency of ecommerce on small screens; and it would allow for greater innovation in ad formats. As companies prepare for 5G—and its rollout gains momentum—we can anticipate even more healthy digital growth.”

“Year after year, brands have been increasing their commitment to digital as a primary channel to reach consumers,” said David Silverman, Partner, PwC US. “The analysis in this report highlights important drivers and trends that could influence interactive’s trajectory in the years to come, as marketers look to new formats and technologies to help them connect with consumers.”

IAB sponsors the IAB Internet Advertising Revenue Report, which is conducted independently by the New Media Group of PwC. The results are considered a reasonable measurement of interactive advertising revenues because the data is compiled directly from information supplied by companies selling advertising on the internet. The survey includes data concerning online advertising revenues from web sites, commercial online services, free email providers, and all other companies selling online advertising.

What: According to comScore’s Digital Future 2017 report, Latin America’s desktop audience is now as large as that of the United States, at 196 million users. And while the use of desktop has decreased by 1.1% globally (and by 5.2% in North America) since last year, in Latin America, it grew by 0.5%.
Why It Matters: Simply creating desktop campaigns for the region is not enough: This large audience must be monetized through precise targeting that reflects the complexity of the region. Marketers must understand and appreciate that the content a Latin American user consumes — and the device he or she consumes it on — varies depending on geography, category, and other cultural variables.

According to comScore’s Digital Future 2017 report, Latin America has finally caught up to the United States in terms of desktop audiences. As of February of this year, the number of desktop users in Latin America had hit 196 million users.

Mexico is driving digital trends in the region: It is the country with the highest consumption of video in Latin America with users consuming about 280 minutes of video a month, followed by Chile with 270, and Argentina with 240. Consumption of mobile minutes in Mexico grew more than 400% between 2016 and 2017 alone.

But the region is as complex as it is large. Will marketers be able to adapt their strategies to the diverse and untraditional Internet consumption patterns observed among Latin American audiences?

Will Marketers Pay Attention to the Growth of Desktop in LatAm?

Nobody debates that mobile, which many major advertisers are prioritizing in order to reach the region’s many younger, mobile-only users, will play a vital role in shaping the future of the digital landscape.

But the data in comScore’s recent report sheds a light on an interesting phenomenon: Desktop is growing in Latin America, defying global trends and creating an interesting opportunity for marketers that pay attention. Desktop grew 0.5% in Latin America between June 2016 and 2017, while it went down 1.1% last year globally. In other countries, the move to mobile is even more pronounced: In the United States, desktop use has gone down a whopping 5.2% since last year.

As Latin American users incorporate digital products and devices into their daily routines, marketers that focus exclusively on mobile are missing a significant opportunity to speak to the particularities of the Latin American Internet user’s preferences, which appear to increasingly include desktop.

It’s not that mobile isn’t growing in the region. For example, 76% of Mexican digital users are now multi-platform or using mobile exclusively, and that number jumps to 93% among Millennial Mexican users.

But Rodrigo Cerón, Senior Manager of Corporate Marketing at comScore, warns that marketers may be focusing too heavily on mobile, commenting that “mobile is growing a lot in terms of advertising investments, even though desktop is still strong in terms of user preferences.”

“The most advisable thing is to mix the best of desktop with the effectiveness of mobile ads,” Cerón said. “The marvel that the Internet represents is exactly that.”

Latin America Still Home to “Different Levels of Maturity” When It Comes to Internet Use

It is careless to generalize when discussing a region as heterogynous as Latin America in terms of Internet consumption patterns and rates of adoption of new technology and platforms.

Cerón commented that in Latin America, “there are different levels of maturity” when it comes to Internet use. He pointed to the monetization of video as an example. “We observe, for example, that there are categories that are more monetized than other, depending on the country.”

The most advisable thing is to mix the best of Desktop with the effectiveness of mobile ads. The marvel that the Internet represents is exactly that.

Marketers must understand the idiosyncrasies of the region and appreciate how they generate different patterns when it comes to Internet consumption. In Mexico, for example, a higher percentage of total video minutes is dedicated to ads than in Argentine videos, but Argentine sports sites dedicate more video minutes to ads than Mexican sports sites do. Understanding these subtle nuances is key to reaching target audiences effectively in the region.

Marketers Must “Understand the Digital Biorhythm” of a Diverse Region

Based on comScore’s data, a few general conclusions can be reached about Latin American Internet use: Latin American audiences dedicate 20% of their desktop minutes to social media, compared to North America’s 11%, the EMEA region’s 17%, and the APAC region’s 6%. Latin Americans also showed slightly more interest in entertainment-related content than the other regions studied, dedicating around 350 minutes a month on the category.


But in other ways, the region shows striking diversity. For example, in video categories, Mexican Internet users stand out for dedicating 140 minutes/month to video content on social media, compared to 45.7 minutes in Colombia, 37.2 in Argentina, 35 in Brazil, and 32.4 in Chile. In another example, Argentina and Colombia demonstrate far more interest in news and current events than Brazil, Mexico, and Chile.

Deep diving into the preferences and behavior of specific countries in the region, the report reveals how varied Latin American consumption preferences are.

It is important to understand the digital biorhythm and know that there are some devices that enjoy higher preference depending on the time of day, and the category of content they are visiting.

Marketers seeking to reach audiences on desktop must think about when, and for what type of content, LATAM audiences prefer desktop: In Argentina, over 80% of news, trips, cars, and government-related content happens on desktop, while the same is true of education in Brazil, and real estate in Mexico.

Cerón added that “depending on where my brand is positioned, I can focus my advertising efforts in a very precise way.” He cautioned marketers that “it is important to understand the digital biorhythm and know that there are some devices that enjoy higher preference depending on the time of day, and the category of content they are visiting.”

The report provides no easy answers for marketers looking to capitalize on a growing and active digital audience. But there are boundless opportunities and significant rewards for marketers that can cater to the region’s evolving and particular digital landscape.

What: Digital ad sales and media buying company IMS Internet Media Services (IMS) will acquire a majority stake in Httpool, an international cross channel ad network.
Why it matters: The deal will create one of the largest digital marketing and ad sales companies in the industry, with a combined operation supporting more than six thousand agencies and brands worldwide.

IMS Internet Media Services (IMS), a subsidiary of Sony Pictures Television Networks and one of the largest digital ad sales and media buying companies in Latin America, announced it has reached an agreement to acquire a majority stake in Httpool, an international cross channel ad network, with a presence in Central and Eastern Europe and Asia.

Subject to regulatory approval, the deal will create one of the largest digital marketing and ad sales companies in the industry, with a combined operation supporting more than six thousand agencies and brands worldwide, and exclusively representing Twitter, LinkedIn, Spotify and more than five thousand global and local publishers across 30 countries in Latin America, Central and Eastern Europe, and the Asia Pacific regions.

“This acquisition will enable IMS to develop some of the highest-potential geographies across Europe and Asia, and create a truly global company. IMS and Httpool together can offer an end-to-end solution in digital marketing campaign delivery, helping partners with our deep knowledge of local markets, and empowering local publishers, advertisers and thousands of digital professionals and entrepreneurs,” said Gastón Taratuta, CEO and founder of IMS.

“Bringing together IMS and Httpool will create a one-stop solution for advertisers launching local or international campaigns, as well as networks and publishers looking to monetize content across many of the world’s fastest-growing emerging markets,” said Andy Kaplan, president, worldwide networks, Sony Pictures Television.

“IMS and Httpool share the same vision, so we couldn’t imagine a more appropriate partner. This deal represents a major milestone for Httpool and an important recognition for all our past achievements. Teaming with IMS will fuel our increasing growth, and enable us to expand our proprietary solutions on a global scale,” said Aljosa Jenko, CEO and founder of Httpool.

“Httpool and its team established an amazing international position, developed complementary ad technologies and share the same entrepreneurial values as IMS. By joining forces, the two groups can make a lasting impact on the broader digital ecosystem through continuous innovation, openness, creativity and partnerships,” added Taratuta.

Headquartered in Miami, IMS also has offices in Brazil, Mexico, Argentina, Colombia, Costa Rica, Chile, Guatemala, Panama, Peru, Ecuador and Uruguay.<

Httpool’s 18 offices include India, Hong Kong, Albania, Austria, Bosnia and Herzegovina, Bulgaria, Czech Republic, Croatia, Greece, Hungary, Kosovo, Macedonia, Poland, Romania, Serbia, Slovenia, Ukraine and Russia.

Global Mind is a digital marketing agency founded in 2000 in Buenos Aires, Argentina. The agency currently has offices Marcelo-Montefiore-285x188in Buenos Aires, Colombia, Santiago de Chile, Mexico City, and Miami, as well as co-responsibilities in Lima and Toronto.
“Global Mind was born when we started to notice that advertisers did not understand what to do on the Internet. It was the height of the Internet bubble, when the dot-coms began to spring up and gain an audience,” said Marcelo Montefiore, CEO and founder of Global Mind, in an interview with Portada.

Translated by Candice Carmel

“We are an independent agency which began to grow , financed with the profits of our own business. The company has external funding and does not need it,” said Montefiore.

The Global Mind founder recalls how the company found a niche for digital media in between agencies and advertisers. “There’s an advertising phrase that says ‘the money goes where the audience is,’ and advertisers began to pay attention to the phenomenon of digital media but did not quite know where to be or how to advertise themselves. And agencies and media buying companies faced with this new ecosystem did not understand the business either. And this is where we found a place to dive in and specialize ourselves.”


Global Mind began planning and buying digital media for advertisers and agencies in Argentina, before gradually expanding in the region.

Portada: Did you set out to expand in the region?

Marcelo Montefiore: The truth is that it was an ideal on the planning horizon. If the conditions came about, we wanted to be regional but did not have the financial backing to give it a shot. Then we started to grow, but did it one step at a time. We started opening offices with the support of clients who needed them in certain places.

Portada: What percentage of your income comes from direct advertisers and agencies?

Marcelo Montefiore: More than 80% of Global Mind’s current revenue comes from direct client services. This came as a result of agencies that stopped outsourcing their services to us because they began developing their own digital media departments.

Portada: What is your view of today’s digital advertising market?
Marcelo Montefiore: It is an interesting time in the market because the struggle to make advertisers understand that they need to invest in digital is now over. Today, the struggle is to convince them to invest 20 pesos instead of 10. We no longer have to explain why they need to be in digital media or sell them on being on “the Internet.”

Portada: How do your biggest customers structure their digital investments?

Marcelo Montefiore: Our clients spend between 10% and 20% of their budget on digital media. Most of the investment is placed locally, because you get better segmentation and even better deals. We provide local services in each country, even for clients who already have regional coordination.

Portada: Why is that?

Marcelo Montefiore: Because the local marketing manager has a local perspective which is different from that of the neighboring country, as well as different from that of the regional marketing manager. The local manager knows his local reality.

When it comes to content, there is even more of a local flavor. This is essential for social networks.

Portada: What do you think is needed for developing advertising on digital media?
Marcelo Montefiore: What some advertisers need to do give the right priority to digital marketing. That means thinking of specific strategies for this medium, because there are still many who end up adapting off-line advertising to online advertising.

Portada: What do you think will be this year’s surprise?
Marcelo Montefiore: I think the surprise will be changes to the digital ecosystem. The way advertising is allocated will change, as will ways of measuring it. Everything will be quite dynamic and technological, which will absolutely align spending with ROI.

What? Ivonne Kinser is the new Digital Marketing & PR Director of Haggar Clothing Co.
Why it matters: Kinser has more than 15 years of experience in the marketing business.

Ivonne Kinser has joined Haggar Clothing Co. in the role of Digital Marketing & PR Director.

A native of Venezuela, Ivonne brings to Haggar more than fifteen years of experience in comprehensive brand, social and digital marketing working with Fortune 500 companies including American Airlines, Home Depot and Unilever as well as with technology and e-commerce startups in the retail, fashion and investment industries.

She has worked for several well-respected agencies including McCann Erickson, The Richards Group and most recently, Dallas-based Rocket Red, which focuses on non-traditional marketing communications.

In her role as Digital Marketing Director, Ivonne will be responsible for the strategic development of the company’s long term digital and mobile platforms, working with Haggar’s key accounts to develop digital growth strategies, customer loyalty & engagement as well as leading Haggar’s public relations initiatives.

Ivonne has recently written a Sounding Off article for Portada: “Crosscultural Corporate Responsibility”

Join us at PORTADA Mexico!

Guilherme ToussaintGuilherme Toussaint, Senior Account Executive at Adobe Omniture Business Systems for Latin America and the Caribbean, says that “digital marketing is a priority division for Adobe” and has been since 2009, when the company acquired digital marketing company Omniture for $1.8 billion.

Adobe began betting on digital marketing in Latin America in 2011, after creating a dedicated unit for it headed by Toussaint. Among the agencies Adobe works with in the region are WPP, Omnicom, Publicis and Interpublic. In Latin America, the company works with clients such as GM, Ford, Sony, and Lenovo.

In Brazil in particular, the company has content portal clients such as Globo and Terra Networks, and some major players in the technology and tourism markets, but is not allowed to divulge names.

“Today, Adobe’s digital marketing business is growing at an average rate of 40% a year and represents 30% of the company’s total income (about $1 billion)”


Adobe’s strategy in Latin America

Adobe’s digital marketing strategy in Latin America consists of two main points, according to Toussaint:

  • Market education
  • Local partners

For Toussaint, these two points are critical. Market education involves incorporating the dynamic timing of digital marketing and the need for constant change.

“We work with a network of local partners to jointly offer specific solutions” says Toussaint. “We believe that working with agencies is best for using our products, because they understand the need for change and the activity involved in digital marketing,” he adds.



– Portada: What advice do you have for planning a digital marketing strategy in the region?

– Guillerme Toussaint: Where should I start? That’s one of the most frequently asked questions we get from Adobe customers. At Adobe, we start by looking at a long-term investment strategy in digital media. We analyze the specific strategy for each client, taking into account not only the technology part but also the client’s position within its specific market.
By focusing only on a short-term strategy, you risk betting on a technology that in the near future will most likely need to be integrated, or even replaced, with others.

– P:  What tools does Adobe offer in this area??

– GT: Adobe offers five solutions in what we call the Marketing Cloud:

Adobe Analytics: Analytical solutions/audience segmentation

Adobe Social: Social channel metrics and management
Adobe Media: Advertising management

Adobe Target: Indexes for content delivery

Adobe Experience Manager: Content management and publication in mobile, web and social media

– P: How do you develop advertising for Adobe products in the region?

– GT: We execute individual actions with our customers. We’ll also be doing advertising campaigns in the region, but for the moment we are focusing on carrying out these actions. We will also be doing PR-related marketing events.

Our marketing is more “one-to-one” than “one-to-all,” because each account is different. Our marketing is not mass marketing.

Predictive Marketing: In search of new metrics tools


Clients state that it is very difficult to invest in digital marketing because of the variety of channels available (media search, mobile, display, etc.), says Toussaint. “That is why we need to know how much is gained and how much is lost when moving budgets from one channel to another,” he notes.

We need tools to predict where our investment will grow or decrease when changing digital channels.

Adobe is currently developing tools for what is called “predictive marketing,” a new idea that allows the prediction of investment flows by using financial market-based algorithms. “The possibility of having conversion metrics is an opportunity for this market,” says Toussaint. “We need to know exactly what the client is investing in when it comes to digital campaigns.” This is why I believe that the CMO is the new CFO.

Today’s marketing executive has to know exactly which channels are working and which are not.

Guilherme Toussaint works at Adobe’s offices in Sao Paulo, Brazil, where he oversees the Digital Marketing unit and its business throughout Latin America. Adobe has had a market presence for 30 years, with offices in Brazil and Chile for its Southern Cone operations, as well as in Colombia, which handles the company’s business in the North Cone and Mexico.

Translation: Candice Carmel
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