Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

César Recalde has been named as MediaCom’s new CEO for Latin America and Caribbean. He takes up the role with immediate effect and will oversee MediaCom’s fast-growing regional network.  César joins from GroupM, where he was Chief Business Development Officer for Latin America. 



Luis Barrague has been promoted to CEO at Headway, the global marketing tech company that was acquired by Entravision in 2017. He will replace Headway co-founder Martin Kogan, who left the company.







Alma Villanueva is the new Head of Marketing at Grupo Lala. Previously, she was Marketing Manager of Jugos Del Valle-Santa Clara.







Avianca Holdings and Avianca S.A. announce that Anko van der Werff was appointed as Executive President and CEO of Avianca Holdings S.A. and as President of Aerovías del Continente Americano S.A. Avianca. With more than 19 years of experience in the airline industry, his last position was Executive Commercial VP of Aeromexico.



Alejandro Fishman has been appointed Head of Trading at GroupM Argentina.







Jorge Portugal has been named Director Of Business – Americas at Renault. He replaces Ricardo Gondo, recently promoted to President of Renault Brazil.





Lorena Zicker is Amazon Web Services (AWS) new Public Sector Sales Leader-Southern Cone.







Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Headway Digital has appointed Sebastián Yoffe as SVP, Business Development. Moving from Buenos Aires to New York City, he’ll be responsible for the firm’s business development in the U.S.





Oath has named Steve Guillén as new Account Director, U.S. Hispanic. In this role, Guillén will oversee Oath’s sales portfolio for the West Coast region.






Walton Isaacson has promoted Christine Villanueva to Chief Strategy and Brand Officer. In this newly-created position, Villanueva is charged with leading and building out a next-generation global strategy function at the agency as well as overseeing all branding efforts on behalf of clients.





Irwin Gotlieb, executive leader and former CEO at WPP media agency GroupM is stepping down as global chairman. He will become a senior advisor to GroupM parent WPP. He served as GroupM’s CEO from its 2003 founding until 2012, when he transitioned to the global chairman role.





Haymarket has appointed Lindsay Stein as editor of Campaign U.S. The industry veteran joins Campaign after two and a half years at Ad Age as an agency reporter.





Andrew Mortimer, Sky’s director of media, has moved from the marketing group to the newly-created role of director of client strategy for Sky Media. In this role, he will be tasked with building “deeper relationships” with clients.






Arc, Leo Burnett’s retail and shopper marketing agency, has announced that Soche Picard has joined the company as chief executive officer for North America. In her new role, Picard will develop the commerce pillar of the agency’s positioning platform, culture, context, and commerce.





Quantcast, owner of the world’s largest AI-driven audience behavior platform for the open Internet, has announced the appointment of Sam Barnett as its first Chief Product Officer to oversee the development and growth of the company’s product portfolio.






Strategic creative shop Swift has announced that it is repositioning its chief operations officer and 10-year vet of the agency, Maren Elliott, into a new role as chief talent officer. She will now be responsible for overseeing retention, recruitment and employee development strategies.





New York-based creative agency SS+K announced today that it has named Feh Tarty as its new chief creative officer.






USA Today has announced that Maribel Perez Wadsworth will become the publisher of the daily publication, effective immediately. Wadsworth has replaced John Zidich, who announced his planned retirement in November.




WPP out-of-home (OOH) and experiential-focused agency Kinetic North America is reshaping its leadership team. With CEO David Krupp leaving at the end of the month to pursue an unspecified new role, Kinetic North America promoted Michael Lieberman (right) and Cedric Bernard (left) to roles as co-CEOs.




What: Headway digital has opened operations in New York City, with Sebastián Yoffe as SVP, Business Development.
Why it matters: Headway now has 19 offices worldwide; the addition of New York will expand opportunities for the firm.

Headway Digital, the technology-based marketing firm, has appointed Sebastián Yoffe as SVP, Business Development. Moving from Buenos Aires to New York City, he’ll be responsible for the firm’s business development in the U.S., and he’ll focus on creating new relationships with clients and Ad Tech companies whose expertise relates to brand and mobile growth marketing.

“Headway’s mission has always been to offer the most advanced advertising technology to the world’s advertisers. New York is full of opportunities, leading our offices from here is both a privilege and a challenge,” said Sebastián Yoffe.

“Sebastián is the ideal choice to boost the firm’s business growth. He is a world-class professional as well as our ambassador with the Madison Avenue agency groups,” explained Headway CEO Martín Kogan.

Yoffe had previously worked as Managing Director at DataXpand, the first DMP for the Hispanic markets, now acquired by Entravision. He also filled the roles of Country Manager at Comscore Argentina and Uruguay, and Country Manager at E-Volution Mexico.

Just a heads up to let you know I’m back, in case you missed me (?). The early part of the year saw me occupied with personal and business trips, and I’m now catching up on everything. A lot has happened in the LatAm media world in these past three months, some of which I share below.

By Lorena Hure, Digital Media Correspondent

MWCMobile World Congress – Next time, let me know

At the end of February I traveled to Madrid, which coincided with the trip to Barcelona by many of my fellow colleagues and friends from the region (including the MMA bunch, which is always present). It seems that while I was on vacation, the Mobile World Congress took place in Barcelona, and everyone was there. There were so many photos and comments posted by contacts in my social media newsfeeds, that I was about to jump on the AVE (the fast train that takes you from Madrid to Barcelona in less than three hours), but then I reminded myself that I was on vacation, so I will have to wait until the next one.


At the end of March, IMS’s business teams met in Montevideo, Uruguay. At least, that’s what I saw posted on the Facebook newsfeeds of dear industry friends who are currently working at IMS. It seems that they did not deprive themselves of anything: beach, soccer, drinks, and (probably) a lot of work—even if a husband or wife here or there claims otherwise. Believe me; we work on those trips (although that’s not what we usually publish). No one can take that away from us.

sdrNetflix releases #Ingobernable

Dale Piceno (founder of Spotlight Media) told me that the release party for Netflix’s Mexican series #Ingobernable was held on March 22, in Mexico City. The series covers the life of the First Lady of Mexico and her relationship with the President. The event was apparently attended by actors and actresses, talents, influencers, and the production and corporate teams that traveled from Los Angeles, including José Calderoni, VP of LatAm Marketing, Netflix.

Globant – Think Big Sessions

Globant’s Think Big Sessions are talks about innovation, technology, and design—a kind of “TED“-style talk with the “Globant” touch. Their last event was held on March 28, and the theme was The Use of Digital Platforms for a Consumer-Centric Approach. I missed it this time, but I will sign up for the next one.

SMW PAUSocial Media Week

Pau Cutuli is busy putting the final touches on the annual Social Media Week Mexico event, which will take place simultaneously in Mexico City, Los Angeles, and Milan. I won’t be able to grace (?) the event with my presence this year, although I will surely ask Pau for a copy of the presentations because I love the topic.

Headway was sold

Or at least that’s what I seemed to gather from a comment on social media made by Martín Kogan, one of the company’s founders. (Note from Portada: Of course! Entravision bought Headway and we thoroughly reported about it!)

And friends, remember to send me your news, which I will publish with much love. You can find me on LinkedIn, although I am on call almost 24/7 on Facebook.

What: Entravision is buying digital advertising company Headway.  The transaction has been financed by cash on hand and is expected to close in the early second quarter, Esteban Lopez Blanco, Entravision’s Chief Strategy Officer, tells Portada. Entravision’s Pulpo Media and Headway will continue to serve clients on a stand-alone basis. Entravision’s stock was up 12% in early trading this morning in the New York Stock exchange.
Why it matters: With this acquisition Entravision, who bought Pulpo Media in 2014, substantially rounds up its suite of ad-tech services both in the U.S as well as Latin America. The company has stated that it intends to increase the share of digital revenues to 20% of total revenues.  The transaction also reflects consolidation in the Latin digital marketing space.

Image result for Entravision Communications CorporationEntravision Communications Corporation is acquiring Buenos Aires, Argentina headquartered marketing-tech firm Headway. Headway has 18 offices around the world that work and provide services including DMP (with its DataXpand unit), mobile branding and performance for app downloads (MoBrain), to programmatic trading, Mediamath representation in Spanish-speaking Latin America, and video and native advertising (Headway recently launched an exchange for Spanish-language native advertising). Bringing in Headway into the Entravision umbrella should help Entravision/Pulpo Media expand the programmatic marketing capabilities through Headway’s strong relationship with MediaMath, which combines advanced marketing software with global reach and scale.  The transaction, which will be funded from the Entravision’s cash on hand, is expected to close early in the second quarter. Additional terms were not disclosed.

Esteban Lopez Blanco
Esteban Lopez Blanco, Chief Strategy Officer at Entravision.

“This purchase will provide synergies with our more than 300 local and national sales team members in the U.S., and the Latin America region. It brings huge opportunities as digital ad spend, e-commerce, internet and smart phone penetration will continue to grow at accelerated rates for many years as compared to the U.S. market,” says Esteban Lopez Blanco, Chief Strategy Officer at Entravision.

The key strategic driver in for this transaction is in the product frontend and data backend integration opportunities which we believe will enhance both Pulpo’s and Headway’s offerings.

Both Pulpo and Headway will continue to serve their clients on a stand-alone basis. Blanco notes that “Headway and Pulpo are strong brands in their own right and provide their clients with a broad portfolio of solutions to proactively engage consumers. The two companies will continue to serve their clients on a standalone basis and each will benefit from the integration of their combined products data and inventories to the benefit of their respective advertisers, agencies and publishers. According to Entravision’s Chief Strategy Officer, Esteban Lopez Blanco,  Headway provides “professionally managed services that enable agencies to advance their programmatic capabilities. Headway and Pulpo are highly complementary and each will benefit from the integration of their combined data and inventories.”

Stronger Footing in Latin America

Image result for headway mediaLopez Blanco tells Portada that, “with Pulpo and Headway we are able to provide marketers a more comprehensive footprint, reaching the entire US and Latin America marketplace. Pulpo Publishers network is ranked in the top 5 in reach as rated by comScore in Argentina, Mexico, Columbia, Chile and Peru and the addition of Headway will allow us to expand our combined reach and better serve clients of both companies.

Founded in 2010, Headway is headquartered in Buenos Aires, Argentina and has 152 employees in 18 offices principally located in North and South America.  Following the closing of the transaction, Martin Kogan will continue to lead the company as Chief Executive Officer, with Agustin Echavarría Coll continuing to serve as Chief Revenue Officer.

What: Technology-based marketing company Headway has introduced NativeWay, the first marketplace for native ads on Spanish-language sites.
Why It Matters: As programmatic in LatAm heads into what Headway’s VP of Product & Strategy Dario Diament calls its “second phase of evolution,” NativeWay will help advertisers connect their messages with targeted Spanish-speaking audiences.

Technology-based marketing company Headway, which has a significant presence in Latin American and US-Hispanic markets alike, recently introduced NativeWay, the first marketplace for native ads on Spanish-language websites. The platform makes it possible for advertisers to incorporate the concept of content marketing into Spanish-language advertising for the first time.

NativeWay allows advertisers to place highly customized ads into editorial space on Spanish-language websites, adapting each ad to the structure of the publishers’ sites. Advertisers can access Headway’s long list of publishing partners, i.e. sites and content creators, to make sure that their ads are placed on sites whose content is relevant and engaging to their target audiences. In this sense, the advertisement is both organic and interesting to the reader, and more likely to generate clicks and drive revenue.

Latin American Programmatic Entering ‘Second Phase’ of Evolution Driven by Native Ads

The concept of native advertising has been shaking up the US advertising market for some time now, as advertisers have embraced it as a way to transmit marketing messages through storytelling as opposed to traditional advertising distributed through standard banners and videos.

Dario Diament, Headway’s VP of Product & Strategy, explained that “Latin American programmatic is entering the second phase of evolution, past the basic understanding of

Dario Diament, VP of Product and Strategy at Headway Digital
Dario Diament, VP of Product and Strategy at Headway

networks and audiences.” Nonetheless, he says, there is a “gap” in native advertising that has left clients searching for better ways to communicate with particular audiences. Headway decided it was the right time to “invest in developing a marketplace and find the right partners through contacting and educating the owners of websites and content creators,” Diament said.

To use the platform, advertisers can create one or various standard images with editorial intro texts. Then, Headway’s technology distributes the ads to hundreds of sites, where they are placed within the structure of the website. “Instead of banners, you are seeing a sponsored article or link to an interactive experience or video: something relevant in a relevant context,” Diament said.

Latin American programmatic is entering the second phase of evolution, past the basic understanding of networks and audiences.

Another plus is that the advertisers do not have to design a new set of ads for each site: NativeWay adapts the template ads to each advertising space as needed, cutting out the extra work associated with creating different ads for different formats and sites.

Educating Publishers on Native Advertising a ‘Process’

One of the most important factors behind NativeWay’s success will be educating the publishers of the Spanish-language sites so that they understand the benefits of partnering with Headway and venturing into the universe of native advertising.

“Publishers are used to creating sites with spaces for banners that they monetize, but when you offer them the opportunity to show content automatically, the biggest challenge is to change the paradigm of leaving spaces open on the site for advertisers,” Diament explained.

To use NativeWay, publishers do not have to modify their existing pages, but they do have to make the few technical changes necessary for any ad campaign and select where on the page they want the ad to appear. Another benefit is that publishers are not forced to pick traditional or native: they can use NativeWay while maintaining traditional ads like banners.

Publishers are used to creating sites with spaces for banners that they monetize, but when you offer them the opportunity to show content automatically, the biggest challenge is to change the paradigm of leaving spaces open on the site for advertisers.

And since the publishers sometimes feel a lack of quality control when it comes to whose ads end up on their sites, Headway goes out of its way to make sure that all of their advertisers are “first-class,” and assured us “there won’t be anyone selling some magic hair cream.”

NativeWay Compatible with DSPs 

Headway works with trading desk and advertisers to help each client to find the most adaptable sites for its ads. In this sense, the platform is as versatile as it is exact. Diament highlighted that clients can target as specifically as they want: “When clients plan for programmatic, they can use various signals through segmentation, lifting or selecting sites where you want to appear or filtering by audience.”

It is also notable that advertisers can place their native ads using any programmatic platform. This is innovative because “the trend is to use traditional formats for programmatic: typically, programmatic does facilitate native ads,” Diament said. NativeWay ads can we bought programmatically through most DSPs.

Native Advertising Surpasses CTR Standards, Delivers Relevant Content 

So far, Headway is more than confident in the effectiveness of NativeWay, confirming that the ads consistently surpass CTR standards while ensuring that they are seen by people that care about them in a relevant context.

When done right, native ads have proven to generate high click levels and traffic because the reader is drawn into the experience offered through highly relevant content. “This is a very rich experience for publishers and advertisers to incorporate,” Diament concluded.

Diament says that Headway has “coordinated campaigns in the automobile, mass consumption and women’s categories,” and that the roll-out of NativeWay has been very encouraging.

With vast experience in both international and Spanish-speaking regions of Latin America, Headway is more than qualified to blaze trails when it comes to offering continuing innovation to the region and connecting Spanish-speaking audiences with relevant and engaging ads.

A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


lotameLotame, a data management platform focused on helping companies maximize the value of their data, announced the launch of Lotame Data Stream, an always-on source of rich consumer data powered by billions of data points from Lotame’s global data exchange. Lotame Data Stream allows global enterprises to combine this high-quality data with their existing first-party data for a more complete profile of their consumers.

Ooyala, a Telstra subsidiary that focuses on premium video publishing, production workflow, analytics and monetization, introduced Ooyala AppStudio, its new turnkey over-the- top (OTT) solution for innovative video providers to cost-effectively build and deploy comprehensive OTT app- and web-based video entertainment experiences.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas.  To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

Pinterest has launched video ads on its platform in the form of Promoted Videos for the United States and Britain. Pinterest has apparently experienced a 60 percent increase in videos on the platform.

Research firm Tubular Insights is running a webinar on online video, and reports that there were 6.1 trillion cross-platform video views between April 2015 and April 2016, which represents an increase of 71% year-on-year. The study also revealed that 68% of marketers believe that original digital video content will be as important as original TV programming in the next 3 years.

 According to the Department of Commerce’s National Telecommunications & Information Association‘s new report, rural dwellers use the Internet less than those that live in urban areas. Based on data collected in July 2015, 75% of urban Americans say they use the Internet, while 69% of rural Americans say they do so. Just 86% of online rural residents reported that they use email, compared to 92% of city dwellers who are online.

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450  million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.


Headway’s mobile marketing platform, MoBrain, obtained the fifth-place ranking in the list of “AppsFlyer Performance Index 2016” in the category of “Non-Gaming LatAm for iOS,” competing with Facebook, Google, Twitter and Chartboost.

adsmovilVideo content distributer Zoomin.TV is covering the Rio Olympic Games on its own channels and through TV partners, offering an exclusive look at the athletes’ competitions and activities as well as the headquarters of the Olympic competitions.

Online video adtech DynAdmic, along with Moat, announced that it used of the metric AVOC (audible and viewable on completion), which was developed by Moat and certified by MRC (Media Rating Council), in Brazil for the first time.

Adsmovil has announced a deal with Brazilian startup In Loco Media, which builds mobile apps, claiming to have more than 600 applications and 50 million active users in the countries where they operate. The deal will allow Adsmovil’s clients to buy inventory in In Loco Media’s operations, covering both local and international apps. The platform emphasises its capabilities of geolocation for better targeting.

Facebook released the first hint of user impressions data during key events in the Rio Olympic Games. Facebook and Instagram had more than 161 million interactions during the Opening Ceremony on 73 million of accounts. When it comes to Brazil alone, 15 million users generated 40 million interactions. Argentina, Mexico, the United States, and Peru, followed for the most interactions.

December is a month that seems to never end. It’s barely over, and we’re tired from switching between work and vacations and holiday celebrations with family and friends. The digital industry didn’t fall behind, either: here, I share a few of the month’s highlights for you to read from the beach or office.

Translated by Gretchen Gardner

ShowMe Buenos Aires

Gonza Arzuaga

At the beginning of December I attended the ShowMe Buenos Aires event, having been invited by Gonzalo Arzuaga, one of the pioneers of the Internet industry in Argentina.

Over seven hours (that flew by), we listened to the experiences of seven Internet entrepreneurs who told us about their successes (most of which came after various failures and important lessons). On top of being inspiring, the event (held in Buenos Aires since 2010) is ideal for those who want to start their own business, exchange ideas with other entrepreneurs and learn about the experiences of those who have “been there.” Thank you for the invite, Gonza! And keep us updated on your plans for 2016!

Growth Startups

Andy AlteriniAndy Alterini and Giselle Borau invited me to the Growth Startups office in Buenos Aires.
Growth Startups is an international growth hacking  startup specialized in the Latin American market that is led by a recognized team of experts in the digital industry.

Growth Startups’ speciality is the generation of digital strategies that help their clients (or partners) reach their goals through the implementation of certain techniques – as well as the expertise that can only be acquired after years in the industry.

These guys know what they are doing.

The Headway Holiday Party


As I told you in my last column, I was at Headway’ Digital’s holiday party at which they also celebrated the first five years of the company. Everyone was there, including clients and competitors. It was a very nice event, and the presence of the founders added a special warmth.

In the photo, I’m standing to the left, followed by Marcos Christensen (country manager at comScore for the Southern Cone), Alejandro Fishman (country manager at Yahoo!), Martin Kogan (CEO and co-fundador at Headway Digital), Javier Montanaro (VP of sales at Headway Digital), Matias Charas (ex AdFunky, Batanga) and Mariano Burstein (ex Yahoo!, AdFunky, Batanga).

To many more years of success!

New Faces at Logan

Paula LImaLogan recently opened an office in Brasil, naming Paula Lima the general manager and Emilio Moraes Ruffo as sales manager. Both held similar roles at IMS, and have vast experience in the digital industry. Good luck to both of you!

ComScore Event

The Futuro Digital Argentina 2015 event, organized by ComScore, took place on December 2nd. If you missed it, don’t worry: by clicking on this link you can download all of the information and get up-to-date on the presentations that were given at the event.

If you want to access other similar presentations, you can find them at this link.

Happily Ever After

Tati Lopez

It’s not all work in the digital industry. At the end of December I was in Miami for the wedding of Tatiana Lopez (current Global Business Manager at Facebook) to Igor Zeljic.
I’ve known Tati for many years now, as both of us worked at Fox. Of course, I couldn’t miss this grand event, held on the 50th floor of the Viceroy Hotel.

At the event, I was lucky to run into friends from the digital industry in Miami and from México (who now work at Facebook, Twitter, Havas and Starcom), and we danced, caught up and talked about everything but work.

We wish you a lifetime of happiness! I couldn’t leave this bit of news out as we close 2015: the digital world connects us with people with which we share much more than professional experiences.

And that is all for now. Happy New Year, everyone!


November is an intense month that sometimes resembles those football games in which the adjustments necessary to reach the desired results are achieved in the last minutes. Business events start to mix with holiday parties. Meetings start to smell like 2016. Some decisions are put on the backburner until next year, and others are made in advance.This is the situation we are as we approach the end of November, and here are a few of the month’s latest developments.

Movement in Chile – Part Two

claudio perezA few weeks ago on LinkedIn I found out that Claudio Pérez (whom I used to see frequently on my trips to Chile for Havas) has moved to IMS, which is precisely the team that commercialized LinkedIn. I contacted him, and he commented that he moved over there to replace Alejandro Trujillo, who recently left the position to head over to TAPTAP Networks (in case you didn’t read my latest column, here it is).

Good luck, Clau! (I wonder who will be meeting me when I head over to Havas Chile?)

E-Commerce and Inspiration

I was in the first edition of the Mercado Libre Talks, an event (from what I can tell) with similar characteristics to TED, but with a local focus on global tendencies in innovation and technology as applied to business.

As much as these talks were done by professionals and entrepreneurs of the likes of Marcos Galperín (founder and CEO of Mercado Libre), Roby Souvirón (founder and CEO of Despegar.com), Federico Procaccini (country manager for Google Argentina), Daniel Rabinovich (CTO of Mercado Libre) and Alejandro Zuzenberg (director of Facebook Argentina), I believe that the best part of the event featured the three “best vendors” on Mercado Libre, who were recognized with the award for the best success case.

The competition consisted in a series of interviews with vendors that were pre-selected by Mercado Libre with a focus on the importance that the platform has for their business. These interviews and presentations (which were shown at the end of the event) had been recorded and edited into a “reality show”style video.

I think we all found the stories to be fun and memorable (and emotional), as some of them remembered their off-line business failures, and that thanks to the digital platform created by Mercado Libre, they were able to revive their businesses and improve their and their families lives in different ways.
It was a nice way to close the event.

Audio.ad Incorporates New Media

I spoke to Gonzalo Alonso, the managing director of Audio.ad, alonsowho told me that their office in Colombia is about to close down as a new agreement is signed with some of the most important music streaming services in Europe. Apparently, the platform (whose catalogue contains 35 million songs and is available in 182 countries) will be operating out of Brazil, with a central office in Paris.

Intriguing, Gonzalo!

Digital Talents Are Produced (And For Sale)

Lorena Amarante, one of the pioneers of the Argentine digital lorenaindustry and co-founder of OM Latin America, commented that (on top of continuing with different capacitations in digital marketing) they have just launched a talent search and selection service for the digital industry.

As of now, businesses that are interested in incorporating specialized professionals can trust the expert eyes of the team behind OM Latin America.

For more information, visit: www.omlatam.com

What a great project, Lore!

The Mobile Marketing Association (MMA) Event

goldyJuan Göldy (the fabulous president of the MMA) and Soledad Moll (the general manager of the MMA) invited me to the MMA Forum Argentina 2015, an event dedicated to thinking about mobile marketing from the inside.

It was a full-house (which is no small feat on a day that threatened to bring torrential rain to Buenos Aires).

The organization didn’t leave anything to chance: from relevant presenters (providers of mobile solutions, brands and agencies) to the impeccable catering.

When’s the next one?

Headway Digital Gets Ready to Party

In the last column, we had commented that headway (MediaMath‘s exclusive partner) is turning five years-old. The moment to celebrate has arrived: On November 25, there will be a cheers at a well-known bar in Buenos Aires. Of course, I’ll be there, listening for any new developments.

See you in December!

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.”

Equipos de MediaMath y Headway Digital.
From left to right Mike Lamb (Chief Commercial Officer MediaMath), Martín Kogan (Ceo & Co-Founder Headway Digital), Joe Zawadzki (CEO MediaMath), Erich Wassermann (Chief Revenue Officer MediaMath), Roberto L’hopital (Managing Director North & Central America Headway Digital), Fernando Juarez (Managing Director MediaMath Latin America).

“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.


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