Latin American publisher-owned multiplatform media company Medula has been managing Microsoft’s commercial representations in LatAm for almost a year now. Portada spoke to Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft, and Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin (a Medula shareholder), to discuss why this kind of collaboration is so important in today’s global economy.

Medula Positions Itself as Rep for Premium Global Publishers

Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft
Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft

Medula offers media buying, content, programmatic, mobile and video services, with a special focus on the premium audiences and content that make Latin America unique. Javier Chanfreau was appointed CEO of Medula in July 2015, and among other deals, he immediately secured a partnership with Microsoft to manage its ad sales in the region. Medula’s properties include Grupo Clarin from Argentina, Grupo Copesa from Chile, Grupo Opsa from Honduras, and PAL (Periodicos Asociados de Latinoamerica).

Gaining Microsoft as a client helped secure the company’s place as a top representative company for premium worldwide publishers.

As Latin America has become increasingly attractive to dynamic businesses looking to expand their global reach, Medula’s goal is to become their go-to media partner in the region, leveraging its local expertise and longstanding relationships with local commercial ventures. Microsoft has its own impressive set of properties and brands (Skype, Bing, MSN and XBox, to name a few), and is ambitiously pursuing opportunities to reach global audiences as it develops its business model.

Microsoft Turns to Medula for Support in New Ad-Driven Revenue Model

One would be hard-pressed to think of a more global or dynamic company than Microsoft. The company has recently switched from a business model focused on selling its products and operating system, Windows, to offering those products for free, working with a revenue model based on advertising to subsidize its users’ free experiences.

Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin
Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin

“Microsoft Advertising has free consumer assets that millions of people use every day, but the principal revenue stream is through advertising. We are constantly evolving how we provide those to agencies and brands, and have a longstanding relationship with Medula in Latin America,” says Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft.

Microsoft has been partnering with AppNexus to run its programmatic operations for a year now, and getting Medula in on the action meant that Medula and AppNexus could form a symbiotic relationship, the former making use of its tight relationships with agency trading desks, buying from an audience perspective, and the latter working with big advertisers on sponsorships and branding opportunities in the region to reach mass audiences.

Medula shows and demonstrates the values that are important to Microsoft. We invest in these partnerships and hold them to high standards. Medula is adapting and learning to reinvent their business as programmatic grows as a way of buying, because we need to capture the traditional demand as well as programmatic.

Microsoft is happy to leave this hard work in such capable hands, freeing up its own resources for other aspects of its business in the region that do not require such local expertise.

Medula Eyeing U.S. Hispanic Market

On top of its impressive performance in Latin America, Medula has also a strong focus on the US-Hispanic market, and Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin says that Microsoft is giving the company the scale that it needs to succeed in this venture.

Mondrzak asserts that Medula knows how different Latin American and US Hispanic markets are, and that there are practically two companies, one dedicated to each market. “The US-Hispanic market is truly a huge opportunity, and as much as it is different from Latin America, we have unique abilities and capabilities and a regional reach that we can adapt to the US market,” he says. “It’s a learning process with a curve, but we are doing our best to understand it.”

Microsoft Properties Offer High Visibility, Flexibility

In terms of specific properties, “MSN is seeing a strong level of engagement with the content experience, and Skype is hugely relevant in the communications space. We want to make more native advertising opportunities there to immerse people in advertising while they are reading content,” Andrew says. Bing is also a key property, as search has become “so ubiquitous throughout the user experience, evolving from allowing you to find information to enabling you to take action and gain knowledge at the same time,” says Andrews. Search is also very profitable, and serves as a platform through which many applications can be integrated.

Companies like Microsoft are ultimately looking for “the best in breed, with local insight and knowledge and excellent sales people,” Andrews explains. “Medula shows and demonstrate the values that are important to Microsoft. We invest in these partnerships and hold them to high quality. Medula is adapting and learning to reinvent their business as programmatic grows as a way of buying, because we need to capture the traditional reserve demand as well as programmatic.”

Programmatic is not a technological tool to “set up and forget”. However, according to the white paper published by MediaMath “The ABC of Programmatic Media Buying” (Spanish), many marketers seem to think so.

In a survey on programmatic media buying done during a webinar in October 2014, only 9% of marketers which use a technological approach towards media buying think that they are using it well. This is because programmatic is not a technology to “set up and forget.”. There are three key points in programmatic media buying that need to be taken into account in any digital media strategy.

  1. Programmatic media buying is based on data. The use of accurate data about clients and prospects allows for a better communication with the audience and can origin improvements in conversion rates.
  2. Programmatic media buying can facilitate real-time media buying. The opportunity to buy an ad in milliseconds increases chances to reach the appropriate customer at the right moment and with the correct tactic.
  3. Programmatic entails a certain degree of automatization. Some functions can be automatized with the correct technology and the right people, but campaigns need to be evaluated and optimized continuously in order to obtain the best results.

To learn more about the above points and many others, DOWNLOAD the White Paper: “The ABC of Programmatic Media Buying” (Spanish)


Despite so much talk about Programmatic Media Buying, there is still a lot of confusion among media buyers about what the term really means.  According to a white paper published by MediaMath “The ABC of Programmatic Media Buying” (Spanish), less than a year ago; in July 2015, more than half of the marketers interviewed for a survey by Boston Consulting Group, said that their knowledge about programmatic buying was “very low”, “low” or “average.” So let’s see what “programmatic” really means…

Definition of Programmatic

According to the above cited white paper published by MediaMath, programmatic buying means that an integrated technology is used to do  a media buy. Other statements that help to define programmatic buying more:

• The word “Programmatic” does not match or correspond to the acronym “RTB” (Real Time Bidding) or the word “automation”, but it does include them. Certainly, within programmatic technologies, an RTB protocol to do media buys is used and programmatic does allow the automation of functions of the media buy based on technology.

•  Programmatic is not a strategy, but it can be used as a keystone of an effective digital advertising plan. For instance, programmatic can be used to select and segment target audiences as well as for the execution of premium advertising.

DOWNLOAD the White Paper: “The ABC of Programmatic Media Buying” (Spanish)

As the recent decision of the RNC to reserve US $150 million worth of video ad inventory shows, video will be a major vehicle to convince voters for the upcoming general election in November. With the above fact in mind a roundtable with major players at DSPs, SSPs, and publishers took place in New York City. Below some intelligence provided by the round table participants.

Political Dollars will go into PMP rather than Programmatic Guaranteed

video.david.jonesMichelle DeVine, Programmatic Sales Manager at Vox Media, provided market intelligence and said that a large advertiser expects to put approximately 90% of political video ad dollars to work at PMPs and only 10% into programmatic guaranteed inventory. Programmatic guaranteed inventory, while still bought in a programmatic way, is mostly agreed upon via a direct sales person.  At PMPs (private marketplaces), ad buyers usually bid in a real-time auction, making the process much more competitive for media properties like Vox Media.

Fundraising Campaigns tend to meet KPIs

Dovid Katz, Senior Director, Demand Facilitation at SpotX noted that so far in the election cycle political fundraising campaigns have tended to meet the Key Performance Indicators of these campaigns (funding goals). As the election date comes closer, viewability and completion rates are going to become more important. Katz added that by September he also expects negative political campaigns to be more popular. He also mentioned that repurposing creative for video advertising will not work:“You have to customize your message for each video ad type.” Udi Jacobi, Chief Commercial Officer at Brightcom asserted that using influencers has worked well in some of the political campaigns.

Google and Facebook are at Least 75% of the Video Market

Facebook-Live-VideoParticipants at the round table, sponsored by Brightcom, noted that in the overall digital market approximately 85% of ad-dollars are sold by Google and Facebook. In the digital video market the figure for the remaining “publishers” is perhaps a bit higher (25%) as LinkedIn and other players have a relatively strong video offering.

Higher Growth of the Video Ad Market Hinges on Resolving Latency Issues

The video ad market is growing in leaps and bounds, this year it is expected to rise to US$ 10 billion in the U.S.,  but long video ad load times (latency)  are an obstacle for an even higher growth rate.  Latency refers to a short period of delay (usually measured in milliseconds) between when a video signal enters and when it emerges from the system.
Participants at the round table agreed that still relatively long loading times for video ads are preventing video ad budgets growing even more. Video ad players need to speed up their response times, they concluded.

Hispanics, Very Important

An important Hispanic turnout at the general election and presidential campaign is going to be very  important for Democratic candidates, although the Republican National Committee (RNC) did say that Hispanics will be an important target in their US$ 150 million overall Video Ad Campaign. Javier Chanfreau, CEO of Medula Networks, stressed that targeting capabilities to reach the Hispanic population are a crucial factor in political online video campaigns.

Video Engagement Generally Much Higher than Display

Paulina Tillman, East Lead, Network Publisher Sales, AOL emphasized that video advertising gets much higher engagement rates compared to display. Tillman noted that for a recent campaign the engagement rate was of 1.84%, much higher than display advertising which typically lies around 0.2%.

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What: Brightcom (formerly known as Ybrant Digital), a global ad tech and multi-channel media company, announced today that Medula, a media company focused on U.S. Hispanic and Latin America markets, will lead and manage all of its programmatic digital advertising across its Owned & Operated properties.
Why It Matters: The partnership will help Brightcom in its effort to open itself up to global advertising partners for cross-country audiences and cross-screen ad sales strategies, and , and provide Brightcom with access to Medula’s Spanish language properties.

brightcom-lycos_v2Recent Census bureau data in the U.S. shows that the US-Hispanic population will make up 21% of the country’s population by 2030, and advertisers are racing to acquire the best set of tools to reach these powerful consumers.

As a part of that effort, Medula is now teaming up with Brightcom to take advantage of its multi-channel programmatic products, in order to optimize monetization of its digital inventory for online Hispanics on all devices and levels, including display, video, mobile and social media advertising. Medula’s properties include more than 300 top tier sites including Clarín, La República and La Tercera among others as well substantial U.S. Hispanic traffic.

Brightcom to Provide “Synergistic Uplift of Cross-Device CPMs for Medula”

In a competitive Latin American video market, Brightcom’s mission is to make it easier for publishers, advertisers and other clients to maximize yield across video, display and mobile channels. Powered by Lycos, the company provides proprietary multi-channel advertising products and programmatic advertising solutions and capabilities.

Medula, on the other hand, has proprietary ownership of the largest editorial houses in Latin America as well as the US-Hispanic market. Nonetheless, together, Google and Facebook command more than three quarters of the Video Advertising Market, with publishers and publisher representatives, like Medula, holding a 25% share.

According to Facundo Maldonado, Brightcom’s Managing Director of Latin America & US Hispanic, Brightcom was drawn to the fact that Medula was completely focused on Latin America, and highlighted the owners are media leaders in their respective countries.

“Medula has been an innovative and highly strategic partner of medulaours, epitomizing the modern media company. We expect that when operated in unison, programmatic and direct sales will feed off each other to incrementally raise demand and fill rate for Medula’s inventory,” said Maldonado. “Our programmatic infrastructure, modern ad server, demand facilitation team and family of programmatic buying styles will create a synergistic uplift of cross-device CPMs for Medula.”

Programmatic as Complement to People-Powered Analysis, Insight

Maldonado also made it clear that while the deal is significant for the technological targeting tools that it affords both of them, the human element is still key to reaching key audiences, regardless of the fact that clients will now buy programmatically: “In the end, programmatic is not technology powered.  It is people powered.”

Maldonado went on to explain that “Brightcom will lead on traditional sales, serving agencies and brands throughout the region, and now clients will start to buy programmatically.”

Our programmatic infrastructure, modern ad server, demand facilitation team and family of programmatic buying styles will create a synergistic uplift of cross-device CPMs for Medula.

But does programmatic mean eliminating the human element that goes into the buying process? Maldonado clarified that while many see programmatic as a way to automatize the buying process, Brightcom considers it an added resource on top of data analysis and insight mining to improve results.

Maldonado emphasized that all approaches to buying require a comfortable and direct relationship between the publisher and the agency or trading desk. In terms of encouraging clients to get on board with programmatic, he admitted that the effort “requires a lot of transparency and evangelization.”

Of course, this challenge is not unique to Brightcom, as mounting pressure to develop unique and differentiated technology for reaching key audiences is shaking up the Video Marketing sector.  In the end, Maldonado sums it up in a short sentence: “Our main challenge is to be closer to our clients.”

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


YuMe is partnering with private exchange software provider StickyADS.tv to help publishers get a handle on programmatic video. YuMe’s DSP, YuMe for Advertisers, and StickyADS.tv’s SSP are set to ease access to premium online inventory.

A new survey by video app provider Magisto indicates that small and medium businesses are, indeed shifting ad budgets to social media and online video. Millennial marketers were 84% more likely to promote their businesses through social media than print, and 136% more likely than baby boomers to create videos for social media.

Google Maps will be offering ad space that allows users look through products and menus for nearby businesses. The ads will be featured on both Google Maps and Google.com, and drivers will see them along their driving route.

Confirming rumors that swirled since November, Facebook has announced that it is closing down its ad exchange, FBX, which allows third-party ad technology companies to buy ads on the social network.

YuMe has new capabilities that improve brand safety and viewability for its programmatic video ad platform, YuMe for Advertisers, through integration with Integral Ad Science’s Bid Expert and SDK-driven technology to maximize efficiency and fight bad traffic.

Data from Standard Media Index shows that broadcast TV spending went up 6% in April, while cable spending went up 7%. Top networks were FOX, ESPN, AMC, HGTV and Bravo, all with double-digit gains.washpost

The Washington Post has launched “Fuse,” a new proprietary technology that allows the ad to instantly load within the content being viewed.

Univision Communication Inc. has launched Mosaico Trading, a programmatic ad and analytics solution to provide business partners with data and insights for targeting diverse audiences.

A survey by analytical firm PageFair found that ad blocking software on mobile devices has increased by 90% in the past year, and almost all ad blocking users use browsers with automatic ad blocking.

The Latin Online Video Forum, part of #PortadaLat on June 8-9 in Miami’s Hyatt Regency Hotel, is bringing all of the big players in online video in the Americas together, including key brand marketers such as Nestle, 3M, Volaris, Fallabella, Best Western and many more.


German mobile marketing firm glispa announced the acquisition of Mobils, a 10-person mobile agency based in Sao Paulo. Mobils’s employees will continue with the company, as will CEO Paulo Maia. Mobils will also bring its Brazilian clients, like Webmotors, Netshoes and iFood.

appsflyer-logo-prAccording to a report by Cheetah Ad Platform, Brazil, Mexico and the United States have the most competitive app markets in the world. The study looked at data from 52 million Android smartphone users and found that users use an average of 27 apps and engage with an average of 39 per month. Brazil has the highest user engagement and app competition, as users use an average of 29.23 apps and engage with an average of 53.62 per month.

AppsFlyer, the global marketing analytics company, is opening an office in Buenos Aires, Argentina. Daniel Junowics, who led the company’s efforts in China, will be in charge as managing director.

Data management platform DataXpand recently announced its Brand Discovery solution, which introduces 120 new audiences to expand its reach into online US-Hispanic audiences and allow more detailed targeting of Hispanic consumers with affinities for certain local and global brands.

New technologies have made it possible to gather more data on audiences and consumer behavior than ever before. But even marketing and advertising industry veterans have a difficult time understanding how, exactly, to use that data, and what it means. To respond to this need, data management platforms have taken on the responsibility of not only gathering and analyzing the data, but also explaining its implications and how it can be used for more targeted advertising campaigns.

The Data Evangelization Process

DataXpand has become one of the go-to agencies for the increasing amount of publishers and ad agencies that prioritize targeting US-Hispanic and Latin American audiences. In 2012, while data management and programmatic picked up momentum in larger markets like the United States and United Kingdom, Sebastian Yoffe, DataXpand’s co-founder and managing director, explains that almost nobody was taking on the task of tackling the enormous US-Hispanic and Latin American consumer base, and DataXpand jumped on the opportunity.

“The first step was to go out and evangelize,” says Yoffe, “because the market was there, but there was no offering, and advertisers weren’t even looking for it because they didn’t know it existed.” DataXpand began to develop its technology and implement the best practices of the giants in countries like the United States.

And what is, exactly, the role of a DMP? Yoffe sees it as a two-pronged task: the first task is to use technology to gather data on different the audiences that agencies, advertisers and publishers target in order to “understand them and gain insight on consumer behavior.” The other side is to work with mostly agencies on implementing that data through segmentation or clustering to “activate those audiences with targeted campaigns.”

US-Hispanics ‘Not Even A Niche Anymore’

While the evangelization process took a few years, fast forward 3.5 years since 2012 and the DMP data in Latin America has reached about “80% the capacity of the US offering in terms of data,” says Yoffe. US Hispanic audiences are the second-largest in terms of buying power, with around 1.5 trillion to spend, estimates Yoffe. At this point, all advertisers are looking for ways to deliver hyper-targeted campaigns, and have built either US-Hispanic or multicultural departments within their operations. “It’s not even a niche anymore,” Yoffe says, “it’s huge.”

Keeping up with the high demand in the sector means constant innovation, and DataXpand recently introduced even more targeting options for a total of 600 audiences that advertisers can use “with the push of a button” in Latin America. The company now reaches 45% of US-Hispanic online users  on 40 different platforms, triple the reach it had just last year.

Working with Big Data: Like ‘Driving a Ferrari’

To set itself apart, DataXpand has always maintained a global outlook, making use of its presence in not only Latin America, but also Europe (mostly Spain) and the United States. Being “fully connected” on many platforms is just the first step, though, as the human element cannot be replaced by technology and data.

“In terms of programmatic and data, people tend to believe that everything is automatic, but it’s not,” says Yoffe. To be successful in this industry, companies must form expertise in not only what data implies about consumer preferences and behavior but also how it can be implemented in an effective strategy for their clients. Coffee compares it to buying a sports car:

“I can give you a Ferrari, but you won’t be able to drive it at 300 mph. You need training, and that is what we do. We provide great technology with the great people that can take you where you want to go and help you figure out a DMP strategy that doesn’t come from technology – it comes from the team that helps you drive it.”

While the demand is finally there, and clients are starting to understand the true value of data, there are still challenges. The switch to programmatic planning has caused major changes in the industry, and now that digital is becoming a priority over TV, but investments are still starting to shift the former rather than the traditional latter.

Another growing challenge is consumers’ tendency to operate on multiple screens, as they use computers at work, laptops and television at home, and cell phones everywhere. Understanding the behavior of one person who behaves differently on different devices is of utmost importance, Yoffe emphasizes.

In a rapidly changing industry of this nature, it’s hard to predict the future. Nonetheless, companies like DataXpand have managed to make sure that there is no shortage of alternatives for targeting the highly coveted Latin American and US-Hispanic audiences.

Join us at PORTADA Mexico!

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


DataXu, programmatic marketing software provider, is releasing a whitepaper which analyzes a year’s worth of data on ad fraud as the first instalment of its Programmatic Quality Report Series, The 2015 Advertising Fraud Report. This issue reports that brands lost $18.5 billion to fraud in 2015, and promises that things will get worse. Other statistics include the claim that fraud rates can reach 65% on exchanges, 17% on networks and 7% on publishers’ sites. The industry averages for fraud were reported between 6 and 30%.

NBC Universal and Vox Media have announced that they voxwill sell digital ad inventory across their portfolio of brands together. This is the biggest collaboration between the two since NBCU invested in Vox last year. Their “Concert” digital inventory portfolio will combine premium inventory and audiences and concentrate on display ad inventory for the time being (although they will almost certainly incorporate digital video at some point). The collaboration will give advertisers more tools to reach targeted audiences.

The Atlantic and Univision have announced that CityLab Latino, a Spanish-language version of The Atlantic‘s CityLab, which focuses on urban and lifestyle news, has gone live. Juan Pablo Garnham, a veteran at El Diario, is managing the editorial efforts out of Miami. 

In advance of the 2016 TV Upfronts, AOL today announced the launch of self-serve programmatic TV buying to give marketers a clearer view of valuable audience buying opportunities, and to better plan, purchase, and measure their TV ad investments. This self-serve module extends AOL’s ONE by AOL: TV managed module, which launched in 2014, and is part of the company’s open, unified programmatic platform ONE by AOL™, which launched in April 2015.

zvelo, a content categorization tool, announced the launch of zveloSHIELD™, a real-time, dual-decisioning ad fraud prevention and botnet detection system tool. It offers ways to combine pre-bid blocking of fraudulent IP addresses with zvelo’s exploit and botnet detection capabilities.

Digital identity company Drawbridge is partnering with Peer39® by Sizmek, a cookie-free targeting solution, to integrate Peer39’s contextual relevance data into the Drawbridge Cross-Device Platform. This way, advertisers, agencies and trading desks will be able to make media buys according to the contextual relevance of every web page, and decide exactly what ads they want their own ad to be placed next to.

Ghostly has announced that its Trackermap tool will be available to companies online a la carte instead of only through annual subscriptions. The tool improves the understanding of tracking tech online, displaying and mapping JavaScript tags associated with any single website.

eMarketer released a study that claims that mobile is driving the growth of programmatic advertising, accounting for more than two-thirds of all programmatic digital display-ad spending this year. Facebook, Alphabet‘s Google-owned YouTube, LinkedIn are important forces behind this trend. U.S. programmatic digital display-ad spending should reach $27.4 billion by 2017, an increase of 24%.

Proctor & Gamble is reportedly seeing three to five times greater ROI on ad spending through programmatic buying than it was through traditional environments.

Vasona Networks Inc, which creates platforms to help mobile-network operators improve user services, raised $14.6 million of Series C venture capital. The money will go towards Vasona’s projects with major network operators and drive R&D, the company said.

Virool, a video distribution platform for marketers, has raised  $12 million in Series A funding to penetrate the global market, Latin America included. The funding came from Flint Capital, Menlo Ventures, Yahoo! Japan, and 500 Startups.

DON’T MISS PORTADA’S UPCOMING EVENT: PortadaLat’s two-day LatAm marketing, advertising, media and digital conference, will be held from June 8-9, 2016 in Miami, and will feature a session on the OTT revolution. Register now to hear about monetization, view ability, YouTube, Facebook and more.

New trends in online video monetization, measurement, engagement and many more aspects of the emerging OTT market will be explored at the Latin Online Video Forum during PortadaLat in Miami on June 8-9, 2016. Get your tickets at early bird price now!


Nielsen Mexico has announced an agreement with MediaMath to integrate Digital Ad Ratings (DAR) with its TerminalOne programmatic media buying platform. DAR will provide comprehensive and real-time analysis of audiences on desktop and mobile for digital publishing campaigns – similar to Nielsen ratings for TV.

‘s latest stats also reveal that digital ads represented less than 20% of Mexico‘s total advertising spending, but that this number should rise to a  third by 2020. Mobile is on the rise in Mexico as well, as $1 out of $10 that goes to advertising spending in 2016 and $1 in every $4 by 2020 will go to the mobile screen. In Brazil, the Olympics will boost advertising, and mobile is also growing. It currently accounts for 6% of ad spending, but that should rise to 19.1% by 2020. In Argentina, mobile will account for 4% of spending this year, a number that will reach 17.2% by 2020.

iFood, the largest online food delivery platform in Latin America, today announces the acquisition of SpoonRocket technology. This move is the fifteenth acquisition in two years for iFood, and will continue to bolster the company’s unchallenged dominance of the on-demand economy in Brazil. The company plans to use SpoonRocket’s robust logistics technology to optimize delivery time, enhance the restaurant-to-consumer experience, and continue its rapid expansion in LatAm and other emerging economies.

Global media network Carat released growth forecasts for ad spending in 2017, and Latin American advertising markets are predicted to stay strong and achieve up to 10.5 % YOY growth.

H.I.G. Capital, a leading global private equity investment firm with $19 billion of equity capital under management and investor in Batanga Media, announced the closing of H.I.G. Brazil & Latin America Partners at $740 million, exceeding its $600 million target. The Fund will continue H.I.G.’s successful investment strategy of focusing on private equity, buyout and growth-oriented investments in lower middle-market companies in Latin America, with a focus on Brazil.

Are digital publishers in the U.S. Hispanic market and Latin America adopting header bidding? Does it really lead to increased transparency between digital media buyers and publishers? We look at these topics and speak to some regional industry leaders to gain insight on header bidding’s role in the adoption of programmatic buying.

Header bidding was invented to help publishers find the best prices for ad space inventory through avoiding the trouble spots generated by the waterfall effect of Google’s DoubleClick for Publishers (DFP).  Basically, header bidding is a way for digital publishers to directly solicit an essentially simultaneous auction from all the bidders or buyers of digital advertising. While this all sounds nice, publishers in the region have hesitated to adopt header bidding as the rapid pace of the industry makes it near impossible to keep up with (and understand) the latest tools available.

Consensus:  Slow Uptake of Header Bidding

natalia borges
Natalia Borges

The general sentiment in the industry is that Latin America is hesitant to adopt header bidding even when there is great interest and enthusiasm about its existence. Some in the industry started exploring the option early. Natalia Borges, vice president of marketing at Batanga Media, which is active in the U.S. and Latin America, says that the company started to explore header bidding in 2012, but that “the first programmatic header bid impression didn’t come in until July of 2014.”

Peter Gervai, Director of AppNexus Latin America, has been pleasantly surprised by the region’s awareness of header bidding, but says that much of the interest comes from dissatisfaction with other options: “The level of attention is

Peter Gervai
Peter Gervai

inversely proportional to the negativity that other models seem to attract, as publishers see they are loosing value in the more predominant waterfall system, and other competitive systems, that seem to favor one provider over others.”

But the biggest obstacle to the adoption of header bidding may be quite simple: it’s confusing. Juan Jose Nuñez, founder and CEO of Vertical3 Media, believes that publishers in the U.S. Hispanic and Latin American markets are not taking advantage of header bidding’s many benefits due to a “lack of deep knowledge” about programmatic. He continues: “This puts publishers in a very delicate situation because they are seeing how gradually their inventory generates less income and some are considering whether to continue betting big on the model of content generation and news given the lack of advertising revenue.”

On the other hand, Gustavo Landivar, Director Digital Platforms at Unidad Editorial, says that his company has not been pushing header bidding to clients, claiming that not all of his clients want that premium space, despite the fact that it generates more revenue.

Will Publishers Adopt Programmatic Thanks to Header Bidding?

The general sense is that header bidding offers great benefits for

Juan Jose Nuñez
Juan Jose Nuñez

those that, as Vertical3 Media, Juan Jose Nuñez says, want to have “greater control over their inventory and receive  higher revenue by changing the typical approach of cascade monetization by that of header bidding.” But how can publishers come to understand online inventory management and programmatic income generation well enough to make use of header bidding’s benefits?

AppNexus’ Gervai sees no easy solution, as the industry is simply moving so fast, that “it’s hard to keep up…Not with the ideas and concepts, but with implementing the ideas and concepts. So despite understanding and enthusiasm even, we have seen very little in terms of actual use.” Even after talking publishers through the pros and cons of header bidding and dispelling fears about latency issues, there is resistance to the unfamiliar: Having the knowledge, the right concept, the right support seems to be insufficient when you face the ‘great inertia.'”

Publishers,especially those pure players that rely more on indirect revenues, are starting to understand the benefits of header bidding.

Google Double Click: A Game Changer?

Ivan Adaime
Ivan Adaime

Ivan Adaime, VP of Digital at Impremedia, echoes the general sentiment that header bidding is not seeing widespread use in Latin America and the U.S. Hispanic market. But he claims that publishers – and especially those “pure players” that “rely more on indirect revenues” – are starting to understand its benefits. He signaled that most are using Google’s Double Click and Ad Exchange, and that the upcoming launch of Double Click’s First Look will be “nothing more than their answer to header bidding.”

How Important is Transparency?

How transparent is the relationship between publishers and buyers? It depends on whom you speak to. Batanga’s Borges says that one of the most appealing aspects of header bidding is that it would increase transparency. “Header bidding allows publishers to have more flexibility and a more streamlined, direct relationships with buyers,” she claims.

But Adaime cautions the industry not to overestimate header bidding’s influence on the adoption of programmatic, as he believes that header bidding essentially “gives publishers using Google’s DFP and Ad Exchange a bit more transparency on the bids that they receive for their inventory​, especially for the lower tiers of CPM,” but that if we are talking about private exchanges or private deals when we say programmatic, header bidding won’t have as much of an impact, since those activities are “already pretty transparent, and at the top of the typical waterfall setups of the ad servers.”

Only time will tell how the region (and the world) adapts to the many alternatives available to the industry. Programmatic advertising is still new, and probably too complex. In the meantime, no one can blame publishers for resisting something complicated enough to make anyone’s head spin.

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


Adaptive Medias, Inc. and AdSupply, Inc. are merging to create one of the most powerful entities in anti-ad blocking technology. Per the terms of the deal, the merged enterprises will be consolidated into Adaptive Medias and will continue to trade under the ticker symbol “ADTM” until the combined entity begins its application to up-list to the Nasdaq. AdSupply (ranked by comScore as the 21st largest online advertising network) has built the patented BlockIQ technology that detects and bypasses ad blockers, including AdBlock Plus. By discovering and overriding the industry’s most tenacious ad blockers, BlockIQ allows online publishers to recover revenue that would have otherwise been lost. Adaptive Medias created the best-in-class Media Graph platform that works across all screens and devices. The platform was designed to scale with the rise of mobile video, which (according to Cisco) will represent 72% of global mobile data traffic by 2019. By joining forces with AdSupply, Adaptive Medias gains access to BlockIQ, providing a critical first-mover advantage over potential competitors. AdSupply has produced consecutive annual revenue growth greater than 30% since its debut in 2012. The company achieved record revenues of $18.5 million in 2015 and serves more than 1,000 publishers with many notable customers, including Google, Alibaba and Caesars Interactive Entertainment.

Snapchat moves into a buzzy part of the Emoji market. Snapchat has agreed to acquire Bitstrips, the Toronto-based maker of personalized emojis known as bitmojis, Fortune has learned from multiple sources. One of the sources says that the deal is valued “in the ballpark” of $100 million, via a mix of cash and stock. Bitstrips was originally founded in 2007 to help users build personalized digital comics, but in 2014 refocused on customized and shareable cartoon avatar or “bitmojis” which the user can put into various different poses or with different accessories, and are readily accessible for mobile communications.

ClicksMob, a mobile-only performance platform that gives app developers and publishers users, has merged with AppGrade, which monetizes video ads for mobile users. The ClicksMob platform will now be able to offer better mobile performance marketing through AppGrade’s SDK platform.

Some may say that ad-tech funding is freezing up, but we don’t see it. German RNTS and its recent purchase Heyzap have acquired Inneractive, an Israeli real-time bidding and mobile ad-exchange company, for $46 million in cash and $26 million in earn-outs and retention payments. Inneractive had only raised $11.5 million in funding until now. RNTS also purchased Falk Realtime for $11 million in 2015.

unrulyLondon-based Unruly, which is owned by News Corp, launched a tool that visualizes statistics about users’ emotional responses to video ads. Until now, the product was only available on a custom basis per client request.

Predictive targeting ad tech firm AdTheorent has launched an attribution service called Barometric, which allows companies to match sales with specific ad campaigns and creates an ID for each user that works across devices and physical stores based on the user’s street address.

Content engine Outbrain has acquired ROI-tracking startup Revee, which had only raised $1 million until now. Revee’s technology has been turned to the Outbrain Automatic Yield service, and they already have a big client: Time, Inc.

Facebook has announced that it has stopped development of a demand-side platform for its ad server and measurement platform, Atlas. Facebook had been testing a buying platform for a small group of marketers that allowed them to bid on advertising on websites and apps programmatically (in real-time).

Premium online video marketplace provider Tremor Video has partnered with digital media agency Integral Ad Science to create real-time video viewability optimization services. Tremor’s platform is now the first of its kind, and will allow Tremor to offer advanced bidding and reporting capabilities. It also gives Tremor Video users the ability to optimize their video campaigns by viewable impressions instead of basing optimization on pre-bid or post-buy approaches.

Buzzfeed is making moves to further monetize its huge reach, and has launched an ad platform, Swarm, to bring ad content to audiences on their favorite platforms. It will allow advertisers to create ads for web, apps and social networks at once.

Gravity4, a digital marketing technology and applications firm, announced that it is opening operations geared towards the Hispanic audiences in the United States. A new app suite that integrated Search, Native Advertisement, DSP, DMP, DCO, CRM, email marketing and analysis in real-time is now available to brands looking to cater to this powerful audience.

Cross-device data management platform Lotame has announced that it is launching the Audience Optimizer, its new solution powered by machine-learning algorithms for more effective campaign optimization and engagement. Audience Optimizer “adjusts for the ‘who’ of the campaign — that is, the audience,” and has already been used by brands like Ulta Beauty, PANDORA and Atkins Nutritionals.


Despite its political and economic instability, Brazil is showing strong growth in digital ads: according to IAB Brazil’s data, the market will reach R$10.4bn (£2bn) by the end of 2016, which would be a 12% increase from 2015. The market is composed mostly of search, followed by display and social media and video.

mercadolivreBrazilian digital marketing tools company Predicta, is teaming up with MercadoShops (a unit of Mercado Livre, the e-commerce platform). MercadoShops’s users will be able to use Predicta’s app marketplace, analytics, and other data tools looking at user behavior.

According to a recent study, Mexico processes the highest percentage of encrypted Google traffic in the world. 86% of Mexico’s requests to Google used hypertext transfer protocol secure (HTTPS) encryption. Brazil came in second with 84%.

Dentsu Aegis Network is buying one of Mexico‘s biggest digital agencies, Flock, which represents an important Dentsu expansion effort into Latin America. Dentsu’s Isobar Network is already present in Brazil, but does not currently have a presence in Spanish-speaking Latin America. Flock’s impressive list of clients includes Nike, Coca-Cola, Domino’s Pizza, Jose Cuervo and Cinepolis.

C&W Business, part of C&W Communications (CWC), is partnering with end-to-end software solution provider Scala, Inc., whose clients are mostly in digital signage, visual communications and ad management, to expand their services into the Caribbean and Latin America. C&W is already one of the largest technology providers in the region, and Scala’s 25 years of experience in the industry should make for a powerful team.


Portada sits down with Teads CEO Pierre Chappaz to discuss the latest in advertising technology, the company’s pioneering of outstream video and just what makes Latin American audiences unique.

By Gretchen Gardner

According to Pierre Chappaz, Teads is the “champion of quality” when it comes to their inventory of native video formats and tailored pierreofferings for publishers. Tead’s spectacular growth (the company distributes one billion videos a month) suggests this may be true, so what’s behind the success?

What is clear is that Chappaz and the team at Teads understands what Internet users want, and they don’t try to fight it. “Outstream means video ads that are sitting outside of the video content. We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.”

Some observers claim that in-article outstream ads will become a commodity and run the same fate as banners and display advertising. Chappaz disagrees, describing native video advertising as a “gamechanger” that has brought major brands like Samsung, Cartier, Microsoft and UBS to the company as partners for video advertising content. To Chappaz, this impressive roster grew out of Teads’ ability to offer an alternative to pre-roll that users would actually watch.

Chappaz explained that when users see a pre-roll ad, “they open another window, they open another tab, and they come back when the ad is finished,” and that “brands end up spending money for ads that nobody sees.” With Teads’ opt-in native video format, every ad that is viewed has been selected by an engaged, interested user. While it’s easy to assume that nobody would choose to watch an ad, Teads’ success suggests otherwise.

We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.

And what about LatAm? Chappaz believes that the space for growth in the region is “absolutely enormous,” which explains the company’s new presence in Brazil, Argentina, Colombia, Mexico and Miami. And the most unique aspect about Latin America? The use of mobile, Chappaz says. Which works for him, because Teads’inventory is much more suitable for mobile than desktop, and since mobile is a very “personal screen,” it is a very effective format for reaching audiences.

Chappaz asserted that Teads is currently the largest video network in all of Latin America except for Brazil, where he believes they will come out on top by the end of this quarter.

When it comes to standards for native video, Chappaz expressed particular concern for those of targeting and viewability. According to MSEAI standards, “a video is considered viewable if you are seeing 2.5 seconds on the player. We would understand that as very weak. Completed views, for instance on mobile, 10 or 15 seconds, on desktop, 30 seconds, this is a completed view. This is a real view a brand should be happy to pay for. But 2 seconds, what is that?”

It almost sounds like Teads has it all – they’ve found a way to reach audiences without forcing them to watch videos they don’t like, and they’re conquering markets all over the world. What’s the next big thing? Taking advantage of the migration of users from TV to Internet. Chappaz is sure that the primary screen will be mobile, not TV, sooner rather than later. Teads’ FFP technology, which was released last summer and has been implemented for some of the world’s biggest publishers, is set to trump DSP in terms of quality, says Chappaz.

It’s an exciting time in the industry. Teads is proof that quality may be better than quantity, and that viewable ads aren’t necessarily forced down peoples’ throats. It’s a novel concept – perhaps the first of many we will see from this innovative company.

If you already read our 2016 brands and agencies guide, don’t miss what Diego Reck (FOX), John Mafoutsis (Viacom), Jeremy Piotraut (Teads.tv), Martín Frontini (Zoomin.TV) and Eugenia Denari (Google) tell us about media trends in the new year.

Translated by Gretchen Gardner

Big Data

Diego Reck, SVP and Chief Marketing Officer at FOX International Channels Latin America

Diego Reck

“Without a doubt, expectations are high when it comes to the consolidation of “Big Data.” The industry is going through a great deal of changes in the consumption of content and consumers’ habits are evolving faster than the market. People are dedicating more and more time to consuming entertainment, and the demand for new formats, and high-quality “everywhere experiences” is growing quickly. Our focus has shifted from targets by age or socio-economic class to audience groups that are segmented by genres of consumption. For that reason, to be competitive in marketing, we need to know the habits of our audiences to understand where and how to lead them to advertising messages. In this sense, integrating, processing and utilizing all of the data generated by the different media platforms will allow us to be productive and continue bringing the consumer better experiences every day.”

Multiplatform Opportunities

John Mafoutsis, SVP Advertising Sales and Brand Solutions at Viacom International Media Networks Américas

John Mafoutsis

“We know that the way that our audiences consume content is continuously evolving. For that reason, Viacom International Media Networks (VIMN) Américas will continue to offer innovative formats and a diverse portfolio of channels and products to generate multiplatform options that respond to the demands of our clients in Latin America. VIMN Américas will continue to invest in original productions and in the creation of content for all of our brands to compete in the multiplatform world with our linear, non-linear, mobile, social and live event products. With these products, brands offer clients an opportunity to be in constant contact with their respective audiences at any  time and on any platform.”

Video + Mobile + Programmatic

Jeremy Piotraut, Managing Director at Teads.tv Cono Sur

Jeremy Piotrout

“There will be an increase in digital investment, sustained by growth in video advertising. Within that growth, native video is taking on an important role thanks to the effort that advertisers have to distribute their videos on a premium level. Today, with the increase in Ad-Blocking(in 2015, for example, blocked videos represented 26% and 23% of advertising time in Chile and Argentina, respectively), it is crucial to strengthen formats that respect the user and generate a safe digital ecosystem with native formats.

The three trends for 2016 will be “video” + “mobile” + “programmatic.

Online Video and Mobile

Martín Frontini, Managing Director Latam & US Hispanics at Zoomin.TV

Martin Frontinni

“Expectations are high, and even better than they were in 2015. The online market continues to grow from year to year, and there are countries that haven’t even entered the double digits, which means that there is enormous potential compared to developed economies like that of the U.S. or UK, where online has already outgrown TV. Markets like that of Brazil, the biggest in the region, have experienced moderate growth due to political problems and their economic consequences.On the other hand, we expect a significant increase in online video. An increasing number of advertisers are migrating investment from TV to pre-roll, particularly, as the perfect “partner” to achieve appropriate reach and ROI.
At the same time, within online, the fact that desktop is losing market share to other devices, principally mobile, is nothing new. This trend is as global as it is regional.”

Online Platforms and Complementarity Between On and Off-Line Media

Eugenia Denari, director of marketing at Google for Argentina, Chile and Peru

Eugenia Denari“In 2016 everything indicates that the industry will continue on a sustained growth path. This forecast is based primarily on the perspectives of the market, which will continue to grow organically and constantly, with a strong emphasis on complementarity between off and online media and online platforms, which will gain a larger share of the market. Online search will continue to be a central component of online advertising campaigns, but we are going to see a clear evolution focused on efficiency and video and mobile device integration. These will be the largest spaces for innovation in the next years.

At Google, our biggest goal is to continue to be a digital partner and ally for all of the companies that want to take advantage of the Internet as a strategic pillar of their business. Online advertising is an indisputable component of advertising strategy for any brand. No leading company is questioning whether it needs to be online or not. The question is simply how to be online. To us, the current challenge is that the digital element is present in the earliest stages of designing a campaign, whether its in the marketing or advertising department or within an agency.”

What: Programmatic ad spend will account for about a third of display and video expenditures this year, or about US$14.2 billion, up 49% compared to 2014.
Why it matters: In adition, programmatic ad spend will reach US$37 billion by 2019, accounting for half of display and video expenditures. That’s an average annual growth rate of 31% over the next four years.

descargaProgrammatic ad spend will account for about a third of display and video expenditures this year, or about US$14.2 billion, up 49% compared to 2014, according to a just-released study from IPG Mediabrands’ Magna Global.

The report suggests programmatic ad spend will reach US$37 billion by 2019, accounting for half of display and video expenditures. That’s an average annual growth rate of 31% over the next four years.

The U.S. is leading the global adoption of programmatic with US$7.7 billion of transactions expected in 2015, per the Magna study. The U.S. represents 54% of the global programmatic market. Programmatic transactions will represent 43% of total display and video dollars this year in the U.S., growing to 62% by 2019.

The U.S. is leading the global adoption of programmatic with US$7.7 billion of transactions expected in 2015

Real-time programmatic will represent 81% of total programmatic this year, per the study, with most transactions occurring on open exchanges or through invite-only exchanges with additional constraints but ultimately auction-based pricing.

The largest markets in programmatic dollars are the U.S., UK, Japan, China and Germany.  In the U.S. and UK, programmatic spend already represents nearly half of total banner display and video dollars spent.

Programmatic markets are developing in significantly different ways. In North America, Western Europe and Australia, established premium digital sales channels were already in existence when programmatic trading was introduced. As a result, publishers in these markets typically introduce premium inventory through their own controlled environments such as publisher cooperatives, a concept that originated in France.

By format, Programmatic is still dominated by display. In 2015, display formats will represent 74% of total programmatic spend. By 2019, however, video dollars will represent 55% of total programmatic dollars, up from today’s 26% share.By device, programmatic is still dominated by desktop formats. In 2015, Magna expects 72% of programmatic dollars to be spent on desktop platforms. By 2019, however, desktop and mobile will be evenly split, each claiming half of the total programmatic spending pie.


What: With LiveRail and the Oracle Data Management Platform help, Hulu will start selling ads programmatically across its platforms on desktop, mobile and connected TVs.
Why it matters: Streaming video platform’s LiveRail-powered private ad exchange will let brands target audiences with the Oracle DMP.

fdHeHGpV_400x400From this fall onwards, Hulu will start selling ads programmatically across its platforms on desktop, mobile and connected TVs with Facebook’s video advertising platform, LiveRail, and the Oracle Data Management Platform (DMP) help.

Owned by Fox, NBCUniversal and Disney,the service will add programmatic ad tech in its sales processes. Advertisers will be able to combine their first-party data with third-party data for ad targeting to offer granular personalization coupled with reach and scale.

LiveRail will power the private ad marketplace in which Hulu sales teams will be able to transact direct premium video deals programmatically with real-time optimizations.

“The marketplace has shown that data is overwhelmingly the new currency,” said Peter Naylor, SVP of Advertising at Hulu, in a statement. “With this new offering, Hulu is at the forefront of defining ‘programmatic’ for the digital video ecosystem and will increase efficiency and ROI for marketers.”

Entrepreneurial “media chefs” cook up the best media plans at an agency that prides itself on its culture.


Elevator pitch:

media kitchenMulti-modal and digital-centric media entrepreneurs.

Origin story

The Media Kitchen was spun out of kirshenbaum bond senecal + partners in 2001, and it’s been riding the waves of digital change ever since. It’s still “embedded” within KBS and holding company MDC Partners, handling traditional and digital media planning and buying.

Secret sauce

You gotta be nice to make it here. This 85-person agency takes its culture very seriously. Lowenthal himself, with nine years at the top, aims to help staff grow into media stars. As one staffer said on GlassDoor, “If you are looking for a place that has creativity, innovation, and filled with nice people – this is it.” Adds Barry Lowenthal, president of The Media Kitchen, “It creates a culture of collaboration, curiosity and creativity.”

Media decision-makers

Barry Lowenthal Head ShotA new client engagement always starts at the top, with Lowenthal himself meeting with the client to develop the scope of work. “That’s one of the things we’re really proud of,” he says. With an agency this size, the client should expect to have high touch from the management team.” Lowenthal will assess the client’s business goals, target audiences and what kinds of media they think would be appropriate. He’ll assign one of the agency’s seven group directors and sit down with that person to put together a staffing plan. Every group director and team is responsible for developing the scope of work, an overarching communication strategy and then overseeing channel strategy and tactical planning.

Media strategies

The agency has quickly evolved to meet market needs. In 2008, it created one of the first agency programmatic trading desks, Varick Media Management. These days, while as much as 50 percent of The Media Kitchen’s media buys are still done programmatically, programmatic is now handled by the agency’s search team, rebranding it as the programmatic media group. With this move, Lowenthal says, “Programmatic was immediately integrated into every one of our brand teams, because search is integrated into each of them.”

Current clients

Combe, TE Connectivity, CIT, Pink, Lane Bryant, Vagisil, Just for Men.

Campaigns of note

Goldman Sachs came to The Media Kitchen asking to drive more engagement with its onsite creative. But an analysis of site performance found that most people would not click on banners and go to the Goldman site. Instead, the agency helped Goldman create content hubs on partner sites that allowed consumers to engage with the content where they already were. Says Lowenthal, “Brands are spending millions of dollars to take consumers out of the flow of the internet. We needed to take their great content and put it into the flow.”

The Media Kitchen introduced Vanguard to fractional attribution, allowing the company to attribute each of its consumer touch points to conversion, increasing performance sevenfold.

What’s next?

Mobile is shaping the agency’s core strategy this year, in anticipation of the billions of people globally who will come online in the next five years solely via mobile devices.

We have to train people to think about media planning with a mobile filter.

Lowenthal is inspiring the staff to get out of the browser mentality and think beyond responsive design. In the future, he says, “The tiny screen will completely change the way businesses are built and the services that are created. The creativity coming from these countries will reshape our frame of reference on social, commercial and retailing.”

In the short term, the mobile emphasis means shifting the emphasis from mass media like television to finding “mobile moments” that can deliver consumers at every part of the purchase funnel with the right combination of media, apps and cross-device attribution. He says, “We have to train people to think about media planning with a mobile filter.”

CHECK OUT: Our Previous Agency Profile: Spark, a digital boutique backed by a global Agency Network

DOWNLOAD Portada’s Special Issue on Programmatic Media Buying In Latin America (written in Spanish, so polish your Spanish ;-)).  (Download it below on this page!)

Is Latin America ready to move from  buying inventories to buying audiences?

La compra programática de medios digitales, que pronto se extenderá a medios off-line, ha cambiado y continúa cambiando, las relaciones entre los actores del mundo del marketing : los grandes grupos de agencias, las centrales de medios, los “trading desks”, los proveedores de tecnología, los anunciantes y los publishers. Este especial elaborado por el equipo editorial de Portada, que entrevistó a los jugadores mas importantes del sector, analiza cuestiones como las siguientes:

  • ¿Aportará la compra programática una mayor transparencia al mercado?
  • ¿De qué hablamos cuando hablamos de comprar medios programáticamente?
  • Un dia en la vida de nuestro personaje “Programático Lopez”
  • ¿Quiénes son los mayores players en Latinoamérica? ¿Qué ejemplos hay de empresas que ya realizan una parte importante de su publicidad de manera programática?
  • ¿Cuáles son las deficiencias del mercado en la región?
  • ¿Qué lugar ocupan los marketplaces privados? ¿Qué planes tiene GroupM para Latinoamérica?

As programmatic trading is increasingly becoming a part of the Hispanic digital media market, with major brands such as Kraft also targeting the Hispanic demographic via computer software driven trading, we asked MamasLatinas, owned by CafeMom, about the way it integrates programmatic trading (including private marketplaces and RTB) into its offering for advertisers.

While according to MamasLatinas programmatic amounts to approximately 10% of overall ad sales, RTB (Real-Time Bidding) and PMP’s (Private Marketplaces)  are increasingly  being offered to major national advertisers by CafeMom and its Spanish-language property Mamaslatinas.com .  (The ratio is actually  much lower for most digital media properties targeting the Hispanic population). A look at how programmatic works at MamasLatinas:

 Audience Extension ….

Mama's Latinas won the 2013 Portada Content Provider to Hispanic Audiences Award: Lucia Ballas-Traynor, Publisher Mamas Latinas, Marcos Baer, publisher of Portada, and Award presenter Evelyn Castro, La Prensa de Houston.
Mama’s Latinas won the 2013 Portada Content Provider to Hispanic Audiences Award: Lucia Ballas-Traynor, Publisher Mamas Latinas, Marcos Baer, publisher of Portada, and Award presenter Evelyn Castro, La Prensa de Houston.

“For us, programmatic works primarily in two ways”, Lucia Ballas-Traynor, – Co-Founder & EVP at MamásLatinas tells Portada. “We extend our marketers’ programs to our own audience across the web. Since we have such a rich data set on our consumers, as well as one of the largest pools of data about Hispanic women, our ability to target these women elsewhere is unparalleled.”Last fall, CafeMom introduced an audience targeting platform called Athena, lead by Patrick McCann – VP, Data Science and Rachel Parkin – SVP, Data Strategy & Sales. to  deliver scale and performance for the entire women’s audience. Dozens of leading women’s lifestyle sites joined the consortium, allowing to reach an audience of 60 million unique users  — which includes 44% of women in the US ages 18-34 — through CafeMom’s owned and operated properties. Athena was established in partnership  with MediaMath.

….and Private Marketplaces

In addition MamasLatinas offers a selected range of marketers access to a private market place where they can buy mostly premium inventory on CafeMom properties. “We allow marketers to access our inventory directly via private marketplaces.”, Ballas Traynor notes.

Across the above named types of programmatic trading MamasLatinas has  seen “all sorts of brands executing programmatic deals – including major CPGs, retailers, food and others. Often we are running deals for brands via our direct-sold campaigns and programmatically, so there’s a lot of overlap.”

Mamaslatinas main Ad-Tech partners are  MediaMath, Rubicon and Audience Science.

CafeMom introduced an audience targeting platform called Athena to  deliver scale and performance for the entire women’s audience. Dozens of leading women’s lifestyle sites joined the consortium, allowing to reach an audience of 60 million unique users.

Does Programmatic deliver the desired Audiences?

RTB-ProgrammaticSome marketers  have claimed that programmatic buying often doesn’t deliver the desired impressions.  We asked Ballas-Traynor whether  this is also  the case for MamásLatinas: “Because we are a specialist in this space, not a jack-of-all-trades, we excel at delivering precise desired audiences for brands. Many marketers are buying data about audiences from large data aggregators who are selling data on thousands of segments. Some audiences will be well-defined and others will be less-so. Because of the history of programmatic being so heavily direct-response oriented, the best data is in categories like travel and automotive.Since our only business is getting marketers access to a valuable Hispanic female audience (and women more broadly using our Athena audience platform), it allows us to focus in a particular area and be truly great at it, ” Ballas-Traynor notes.


More on Programmatic Digital Trading:
Programmatic Buying for Hispanics, what’s in it?
Programmatic: Batanga Media introduces private Ad Exchange
Programmatic? Estee Lauder, L’Oreal and Spark on when it makes sense and when it doesn’t


Programmatic and Real Time Bidding are revolutionizing the way advertising is bought. Nowhere is this more the case than for mobile media. In the White Paper “Programmatic RTB: The Future of Mobile Advertising for Brands and Agencies” presented by StartMeApp you will learn:

– Why mobile advertising is crucial to the success of any brand

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– How the new mobile advertising ecosystem works

– What marketers should be looking for when selecting a mobile Ad-Tech partner

Download the White Paper

Please register below to download the Whitepaper (Registration is FREE, You will be sent an e-mail with the link to download the Whitepaper)
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#Portada 14 attendees were very interested in a panel about programmatic media that was presented by Yahoo! Programmatic Media Buying which concentrates on buying audiences, rather than inventories, on a real time basis through electronically connected exchanges, is expected to surpass 50% of the digital display buying volume in the general market this year. Is this also the case for the Hispanic market?

Gina Mistro, National Account Director US Hispanic at Yahoo!, Karina Dobarro, VP Managing Director Multicultural Brand Strategy at Horizon Media and Guillermo Abud, VP Digital Director at MediaVest-MV42 Multicultural, provided answers to the above and other questions. The panelists agreed that as brands expand into programmatic buying in the general market, they also do so for the Hispanic segment. This is definitely what Horizon Media’s Karina Dobarro who buys media for brands including Burger King, Vonage, Capital One, is seeing.

Yahoo’s Gina Mistro, Horizon Media’s Karina Dobarro and MV42’s Guillermo Abud during #Portada14

MV42’s  Guillermo Abud noted that  “although receding, the main challenges for programmatic media buying’s progression in the U.S. Hispanic market are a relative lack of education in the Media and Marketing community abut the ins and outs of programmatic buying; lack of transparency; and difficulties in determining whether a targeted consumer is really Hispanic. Another relative obstacle, that if surpassed could make programmatic buys more efficient is that, according to Abud, “Very few brand marketers share their data. Maybe between 5% and 10%.”

Yahoo’s Gina Mistro said that the expansion of programmatic buying implies a changing role going forward for both media sales and agency executives. Media sales representatives will evolve more into a consulting and post-campaign analysis role.  While Agency executives will establish the parameters they provide to the media buying desks, and be less involved in the administrative aspects of the media buy.

Very few brand marketers share their data. Maybe between 5% and 10%.

What will be the next trend in programmatic media?

According to MV42’s Abud it will be “Addressable TV”. Adressable TV technologies allow advertisers to selectively segment TV audiences through cable, satellite and Internet Protocol television (IPTV) delivery systems and set-top boxes (STBs). This enables marketers to serve different ads or ad pods (groups of ads) within a common program or navigation screen. Segmentation can occur at geographic, demographic, behavioral and (in some cases) self-selected individual household levels.


Read about Starcom’s Marla Skiko on Hispanic programmatic buying.


Although details are still sketchy, Walmart’s announcement that it will create and operate its own media exchange to help its suppliers spend its media dollars based on the data WalMart obtains, has gotten mostly positive comments. What are the implications for the multicultural sector?

The retailing giant still is working on the software for Walmart Exchange, or WMX, which execs have described as “in beta.”

It’s just the natural evolution in Walmart’s decades-long big data initiative, according to Cesar Sroka, group account director for OMD. He says, “A lot of folks out there are not comfortable with it, but data can help drive a lot of decisions and effectively target who you’re going after. Walmart has millions of shoppers every week, so they have lots of data.”

Walmart will combine its own retail and online sales, gathered in close to real time, with social media data – and the new data stream coming from its Savings Catcher, an online service that gets consumers to input in-store receipts to see if they could have gotten a better price elsewhere. WalMart is a top ten Hispanic advertiser and many of its suppliers in the CPG and other categories are major advertisers.

Cesar Sroka, OMD
Cesar Sroka, OMD

Sroka thinks that WMX could help the retailer – and the brands that sell products through Walmart – better target African-American and Hispanic customers, allowing it to move beyond language preferences to consumer attitudes and behaviors. For example, the data could reveal whether some of the accepted wisdom on Hispanic shoppers, such as they shop in families and have larger basked sizes, are really true. “It’s raising the standard for everyone,” he says.

WMX could help the retailer – and the brands that sell products through Walmart – better target African-American and Hispanic customers

OMD isn’t worried that WMX will cut out media agencies, according to Sroka. “They’re just cutting costs out of the business. I believe they’ll still need an agency for strategy,” he says. “Programmatic doesn’t do that for you. Anybody can buy a thousand points. We are advisers: We look at your business holistically, from products being developed through consumer experiences.”

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