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oded_madrid2010Oded Lida Greiss (photo) is the founder and CEO of Digital Ventures Europe, a company founded in 2013 and based in Barcelona, Spain, whose mission is to help technology companies obtain scalable solutions to expand into global markets, including ventures like Datorama, Innovid and SparkFlow. We interviewed Oded in order to find out more about the services his company provides to technology companies in Latin America and the U.S.

Lorena Hure contributed to this article.

Portada: Can you please explain who backs Digital Ventures Europe?
Oded Lida Greiss, CEO: “Digital Ventures is privately owned and backed by private investors.”

Portada: What companies does Digital Ventures invest in and work with?
OLG : “Digital Ventures portfolio is composed of two kinds of companies: partners and young startups.Partner companies, in an advanced stage, are where Digital Ventures helps to expand their business to international markets.
In This group you will find the following companies:
Datorama – Digital Ventures is their partner for expanding their business into Spain, Portugal and Latin America.
Innovid – Digital Ventures is their partner for expanding their business into Spain and Portugal.
Spark Flow – Digital Ventures is their worldwide partner for expanding their business into International markets (Excluding Latin America)
The other group is made up of young startups, where we perform as Angel investors and tutors.In this group you will find the following companies:

mmuze, Hyper contextualize marketing – a young and promising company, which uses semantic algorithm to identify which products people are talking about across the web and where.
Tuisy, Planning and Social Shopping App – a Very interesting App, which could change the way we plan our leisure activity.
Mobeac, Beacon based micro localization marketing platform.
Digitaland – High end production agency, specialized in Rich Media and experts on technology

Portada: In what areas of the Latin Digital Marketing World (namely, Latin America, U.S. Hispanics and Spain) do you see the most growth potential (from an investment perspective)?
OLG: ‘Data, Video, Mobile (cross screen) and RTB are the current trends in digital Marketing, which will keep growing and fast. Localization based marketing is yet to come, but when it does, it will change dramatically all aspects of our lives.”

Data, Video, Mobile (cross screen) and RTB are the current trends in digital Marketing, which will keep growing and fast.

Portada: In what areas of the Latin online video sector do you see the most growth potential in?
OLG: “I think online video has still long way to go in Latin America, as main players just started exploring this market. Interactive video will surely grow and DCO (Dynamic Creative Optimization) in Video.”

Portada: Please explain a bit about the background of Datorama and what problems it tries to solve for agencies and brand marketers?
OLG: “Datorama was created by two main product owners in MediaMind (currently Sizmek), Ran Sarig and Efi Cohen, who joined forces with Katrin Ribant who used to lead the Arthemis project within the Havas group.The main idea was to create a disruptive technology, which could change the way marketing professionals access and manage their data.

Smartphone with cloud of application iconsIn today´s landscape agencies and brand marketers are forced to use multiple platforms and environments such as Facebook, Twitter, YouTube, Adwords, DFA, Sizmek, Mediamath etc.Each platform generates huge amounts of data, but each one of them uses different reporting system, different data models, etc.As a result, modern marketers find themselves “drowned” in huge amounts of siloed data, in which they cannot make effective usage. The Datorama platform helps them integrate data from all these different sources and many others, into one coherent model enabling them to own their data, process and improve it, visualize it and effectively use it on a day to day basis.Being 100% focused on marketers, Datorama saves the typical headaches, usually related to the implementation process of general BI tools.”

The main idea behind Datorama was to create a disruptive technology, which could change the way marketing professionals access and manage their data.

Portada: When you invest in a company, what do you like to see regarding the sector, features of entrepreneurs etc.?
OLG: “First of all, we look at the team! A company is never more, than the people who form it. Then we look for innovation and an idea which could fit into our portfolio, complementing the other technologies we deal with.Even if Digital Ventures Europe is less than two years old, technology companies in Latin America willing to expand their operations internationally, will be able to benefit from the broad experience of team behind this company, who (according to their web site) consider themselves as pioneers in the Digital Marketing arena.”

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

– What mobile RTB means and how it is revolutionizing mobile advertising.

– 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)
[SINGLEEVENT single_event_id=”programmatic-rtb-the-future-of-mobile-advertising-for-brands-and-agencies-4″]

What: Rubicon Project is expanding Latin America operations with Miami hub.
Why it matters: To continue its’ real-time trading platforms expansion in Latin America, the firm has appointed Patrizio Zanatta,based in Miami,  as its first Managing Director for the region to be in charge of service buyers and sellers across the region and address the rising demand for automated advertising. An increasing amount of Ad-Tech providers are entering or recently have entered Latin American markets, they include: Dynadmic, Videology, Yume, Ebuzzing and others.

patrizio zanatta-Rubicon Project,which operates one of the industry’s largest independent real-time trading platforms, is expanding its’ largest independent real-time trading platformsts activity in Latin America with the appointment of Patrizio Zanatta as its first Managing Director for the region.

He is tasked with growing Rubicon Project’s business in Brazil, Argentina, Mexico and Colombia, by recruiting and servicing more buyers and sellers on the Rubicon Project Advertising Automation Cloud.

This new appointment marks a promotion for Zanatta whose previous role with Rubicon Project was Sales Director, Southern Europe. Based in Miami, he will report to Jay Stevens, General Manager, International.

“Patrizio Zanatta has driven the rapid growth of automated advertising in Southern Europe, leading the growth amongst buyers and sellers in Italy, in particular, in just the past fourteen months,” said Stevens.

There is a huge opportunity for advertising automation across Latin America
 

Zanatta will be able to service buyers and sellers across Latin America and address the rising demand for automated advertising.  In his previous role, he was responsible for driving growth across markets including Italy, Spain, and Turkey, growing business from existing publishers and applications and leading the onboarding of new sellers on the company’s technology exchange. Before joining Rubicon Project, he spent five years at Real Media Group, as a technology sales and account manager for Italy and as Sales Director for Europe, managing sales managers in five countries.  Prior to that, he spent eight years in the aerospace industry at FTB International and Transpart Holding, including a two-year posting in Miami. Zanatta holds a degree in political science from the Universita degli Studi di Milano and is fluent in Spanish as well as in English, French and Italian.

“There is a huge opportunity for advertising automation across Latin America and buyers and sellers across the key markets are seeing unparalleled returns and efficiency gains from Rubicon Project’s Advertising Automation Cloud,” said Zanatta.

Sara Buluggiu, formerly Digital Director at VivaKi in Italy joins Rubicon Project as Sales Director, Southern Europe and will be based in Milan reporting into Julien Gardès, Managing Director, Southern Europe.

What: Advertising platform PubMatic is building its´programmatic direct to increase revenues, for which it has hired Evan Simeone as Vice President of Programmatic Direct, Engineering to lead PubMatic’s move into automated guaranteed and programmatic direct.
Why it matters: The company aims to respond to the growing market demand and provide a full stack covering all publisher ad revenue, despite of strong competitors like Criteo and Xaxis.

descarga (1)The programmatic advertising platform company for publishers PubMatic is seeing greater opportunity to innovate ways to maximize returns for publishers, value for advertisers, and relevance for consumers through programmatic solutions.

As Programmatic direct presents significant opportunities for innovation and additional revenue, the company has put its product initiatives by hiring new staff. Evan Simeone has joined the company in the newly created position of Vice President of Programmatic Direct, Engineering to lead PubMatic’s move into automated guaranteed and programmatic direct, a complement to the company’s ongoing focus on the automation of advertising transactions via real-time bidding (RTB). Simeone’s new role represents what may be the first executive level position dedicated specifically to programmatic direct innovation in the ad tech industry.

With this new hiring, the company aims to respond to the growing market demand and provide a full stack covering all publisher ad revenue, according to CEO Rajeev Goel . This means guaranteed as well as RTB, direct and indirect, plus all digital channels including video, mobile and display media.Altough it has strong competitors like Rubicon Project, AppNexus and Google in all these areas PubMatic expects to differentiate from the rest by focusing directly on the publisher.

descarga“We’re very large from a private marketplace perspective, which is publishers selling direct to advertisers and agencies while transacting over RTB. The next flavor of that is programmatic direct, which I think the IAB is calling “automated guaranteed.” This is truly focused on workflow automation as opposed to transaction automation. That is the next big area of focus within the ecosystem and we’re driving that over the course of this year,”says Goel.

The platform has also built out fee-based solutions for agency trading desks, ad networks and DSPs as it also sees an opportunity to earn fees from media buyers. There has been a shift around the workflow component. Efforts are being driven by both publisher and the agency.

Digital advertising dollars continue to flow to programmatic solutions, with direct sales over RTB growing annually by an average 176% to US $6.3 billion globally between 2012 and 2017 according to the IDC.
 

It is all about programmatic

Other ad tech companies , like Criteo and Xaxis are in search of direct inventory relationships with publishers. Criteo added 600 new publishers in Q1 alone and they are now at 7,000 direct publisher relationships. However, to PubMatic this doesn’t mean a threat as to them they do not have the platform and capabilities in place to really value their inventory.

“What publishers are starting to realize is they need to think about their programmatic strategy in the context of direct sales. They should be thinking about it in a context of all six or seven channels.” added Goel.
 

PubMatic is already positioned In this regard, as it has a capability called “Decision Manager” that plugs into a publisher’s traditional ad server and gives them visibility and optimization across direct-sold, traditional, non-programmatic as well as what’s coming in on a programmatic basis.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

What: Advertising platform PubMatic is building its´programmatic direct to increase revenues, for which it has hired Evan Simeone as Vice President of Programmatic Direct, Engineering to lead PubMatic’s move into automated guaranteed and programmatic direct.
Why it matters: The company aims to respond to the growing market demand and provide a full stack covering all publisher ad revenue, despite of strong competitors like Criteo and Xaxis.

descarga (1)The programmatic advertising platform company for publishers PubMatic is seeing greater opportunity to innovate ways to maximize returns for publishers, value for advertisers, and relevance for consumers through programmatic solutions.

As Programmatic direct presents significant opportunities for innovation and additional revenue, the company has put its product initiatives by hiring new staff. Evan Simeone has joined the company in the newly created position of Vice President of Programmatic Direct, Engineering to lead PubMatic’s move into automated guaranteed and programmatic direct, a complement to the company’s ongoing focus on the automation of advertising transactions via real-time bidding (RTB). Simeone’s new role represents what may be the first executive level position dedicated specifically to programmatic direct innovation in the ad tech industry.

With this new hiring, the company aims to respond to the growing market demand and provide a full stack covering all publisher ad revenue, according to CEO Rajeev Goel . This means guaranteed as well as RTB, direct and indirect, plus all digital channels including video, mobile and display media.Altough it has strong competitors like Rubicon Project, AppNexus and Google in all these areas PubMatic expects to differentiate from the rest by focusing directly on the publisher.

descarga“We’re very large from a private marketplace perspective, which is publishers selling direct to advertisers and agencies while transacting over RTB. The next flavor of that is programmatic direct, which I think the IAB is calling “automated guaranteed.” This is truly focused on workflow automation as opposed to transaction automation. That is the next big area of focus within the ecosystem and we’re driving that over the course of this year,”says Goel.

The platform has also built out fee-based solutions for agency trading desks, ad networks and DSPs as it also sees an opportunity to earn fees from media buyers. There has been a shift around the workflow component. Efforts are being driven by both publisher and the agency.

Digital advertising dollars continue to flow to programmatic solutions, with direct sales over RTB growing annually by an average 176% to US $6.3 billion globally between 2012 and 2017 according to the IDC.
 

It is all about programmatic

Other ad tech companies , like Criteo and Xaxis are in search of direct inventory relationships with publishers. Criteo added 600 new publishers in Q1 alone and they are now at 7,000 direct publisher relationships. However, to PubMatic this doesn’t mean a threat as to them they do not have the platform and capabilities in place to really value their inventory.

“What publishers are starting to realize is they need to think about their programmatic strategy in the context of direct sales. They should be thinking about it in a context of all six or seven channels.” added Goel.
 

PubMatic is already positioned In this regard, as it has a capability called “Decision Manager” that plugs into a publisher’s traditional ad server and gives them visibility and optimization across direct-sold, traditional, non-programmatic as well as what’s coming in on a programmatic basis.

Our editor Carolina Ré presents our first Pulso BA column on the pulse of the marketing and media industry in Buenos Aires. In this first installment, we discuss the hot-button topic of programmatic buying. So hot, that it is burning hands in Latin America. Should we let it go or grasp it firmly in our hands?

Translated by Candice Carmel

ESPERAN 200.00 VISITANTES A LA ALDEA DIGITAL 2014 ,INAUGURADA HOY EN MÉXICO

 If there’s one thing we porteños know, is to be at the forefront. “The Paris of Latin America” is how Buenos Aires is fond by tourists, and not only because of the similar architecture between the two cities.

Innovation in large cities is known to “hit harder,” as we say in these parts. And it is also known that Latinos and U.S. Hispanics are big and early users of technological innovations.

While the number of smartphones in LatAm is not off the charts, in big cities such as Buenos Aires smartphones are commonplace and people are literally obsessed with their mobiles and interactions on social networks.

The world of marketing and advertising in Buenos Aires is no exception to this trend. In its quintessential avant-garde ways, the city serves as a regional hub for start-ups, ad networks, and companies specializing in digital media programmatic buying. Yes, you read right. Programmatic buying companies.

Not that there are a huge number of them, but specific departments are emerging in media buying companies and agencies, as well as companies specializing in programmatic buying and advertising networks that are beginning to offer this kind of buys among its services. These include Redmas, Headways, Metanetwork, Zetanet, Xaxis, Accuen, Digilant, Pulpo Media, and StartMeApp on mobiles, to name a few examples. And to say “they are emerging” already sounds old. In Buenos Aires, there are companies that started “testing” this new model for buying digital media years ago.

What then? Is the “Paris of Latin America” also into RTB?

The answer is NO. Investment budgets in LatAm for RTB are lucky to reach 5%. Annika Blockstrand, regional media director for Latin America at Mondelez, and one of the main speakers at our next LatAm Summit in Miami in June, says: “The reality is that only a small part of the budget is for RTB. Programmatic buying is still very new and we are testing it out.” For his part, Martin Kogan, co-founder and co-CEO of Headway Digital, says that “this year will see a drastic change in the development of RTB”. Germán Herebia, COO of Redmas, told Portada that, in his opinion, “programmatic buying will grow a lot when all media buying companies have developed trading desks [for it]. Overall, global media buying companies have developed their trading desks, but have not led strongly yet in Latin America.”

Expectations regarding the percentage growth of programmatic buying transactions are enormous. But for now, they are just expectations. Nor can we deny that there are more players and the trend is indeed upward, but is it enough? And rather than wondering if these growth figures “are acceptable or not,” we should ask: Why is it that in Latin America, and in Buenos Aires specifically, known for its innovative excellence, is the digital media buying trend through RTB not gaining a foothold?

Digital GlobeMost, if not all, companies working with programmatic buying are aiming at and betting on it at the regional level in Latin America, and some on a global scale. To such an extent, in fact, that it almost pains them to identify themselves as “Argentine companies.” That’s when the different nuances set in: “We are based in Argentina” or “Founded in Argentina, but we are a global company.” Would the same thing happen in the U.S. and Europe? I don’t think so.

“Media does not want to let go of the steering wheel” is the talk heard around the water cooler. “Hand in hand bargaining is lost” is also mentioned regarding media and the handling of ad space sales. It would seem that the days of dinner and “I’ll call you” would be a thing of the past with programmatic buying, but that is not the case.

“There are many interests at play with media buying companies too,” is another comment heard in the halls of the digital city of Buenos Aires.

Rumors of arrangements between media buying companies and the managing of their advertisers and major media are not new either. The maxim “never verifiable, always profitable” applies perfectly in this case.

Are these some of the reasons why the budget for digital media, and specifically for RTB, is not setting the trend from Buenos Aires to the rest of LatAm?

Things have a way of working themselves out,” as Indio Solari, singer and founder, along with Skay Beilinson, of the now-defunct famous Argentinean rock band Patricio Rey y sus Redonditos de Ricota, would say.

CRONICAS ESPAÑOL

In our third installment of “Chronicles across the pond” Juan Manuel talks about one of the “old-new” trends in advertising: Real Time Bidding (RTB). This type of media buying and selling has generated several changes in the industry that may not necessarily be apparent at this time. What kind of changes are we talking about?

Translated by Candice Carmel

Photo: SunnyUK. Used under license from CC

If Newton was right — and there isn’t much evidence to the contrary — every action has an opposite reaction that tries to prevent the movement initiated. In the advertising market (and by that I mean all advertising regardless of media platform), there is an action that is coherently developed in tune with the possibilities offered by technology, and which is changing the structural relationship between media and the market.

As you may have guessed, I’m referring to business formulas based on real-time auctions, or Real-Time Bidding—which is the final frontier, the universal paradigm, the great utopia and ultimately, something very old that is sustained by a very new technology.

RTB, something very old supported by very new technology…

The auction concept has existed since time immemorial, but the current trend does open up immense possibilities in the Internet market. Shall we take a look at this new world?

First, what is obvious is that it is a huge change in both the SELLING and BUYING process and how it’s done. For now, these two forces appear to have the upper hand, applying their enormous financial capacity to impose the method. Marketers today seem to react to it without feeling comfortable with the results, methods, and of course the prices being bandied about.

These growing pains will lessen as the method becomes more established and evolved, and both parties realize that the tool should not condition the value or price of what is being sold through it.

By exaggerating our hand, we risk a sort of consecration of the absurd. It’s as if when fax machines were first introduced, we had used them to impact advertising rates.

The bidding process will eventually adjust values ​​and everyone will experiment with it until having mastered the ability to generate value products that have adequate demand—the kind that makes prices go up.

The second fantasy involves the number and profile of the professionals needed in the entire process, from start to finish. It seems that both sides need a refresher on concepts that will allow those using the tool to achieve maximum performance. While it is true that the number of processes will be reduced, I doubt that in the long term we will need to rely on having fewer professionals volved. Different ones, yes, but I do not think they will be fewer in number.

The technology is evolving too fast to exponentially increase options, and those involved in the buying and selling need to have a very good knowledge of available alternatives in order to achieve the best results.

This means negotiating, sharing information, knowing what your goals are, making adjustments, improving services, adapting profiles, and establishing coherent and well-known targets. In short, it involves highly knowledgeable work that will end up yielding results that are impossible at the moment.

And this will be possible thanks to well-trained professionals who will be better able to recognize and generate empathy, and who want to improve their knowledge and skills in a sector that — unless I’m mistaken — will be the first of many more to adopt this marketing system. Hasn’t television been doing something similar to this for a long time?

Forewarned is forearmed…

beltranJuan Manuel  is a media and advertising professional since the 80s, he has worked in many areas related to advertising management, such as media buying for TV and print. Since 1994, he has worked on Internet-related sales, purchasing, and management. For the past three+ years, Beltrán has been in charge of the Spain Business Development at Improve Digital, a company dedicated to optimizing inventory for editors.

CRONICAS ESPAÑOL

In our third installment of “Chronicles across the pond” Juan Manuel talks about one of the “old-new” trends in advertising: Real Time Bidding (RTB). This type of media buying and selling has generated several changes in the industry that may not necessarily be apparent at this time. What kind of changes are we talking about?

Translated by Candice Carmel

Photo: SunnyUK. Used under license from CC

If Newton was right — and there isn’t much evidence to the contrary — every action has an opposite reaction that tries to prevent the movement initiated. In the advertising market (and by that I mean all advertising regardless of media platform), there is an action that is coherently developed in tune with the possibilities offered by technology, and which is changing the structural relationship between media and the market.

As you may have guessed, I’m referring to business formulas based on real-time auctions, or Real-Time Bidding—which is the final frontier, the universal paradigm, the great utopia and ultimately, something very old that is sustained by a very new technology.

RTB, something very old supported by very new technology…

The auction concept has existed since time immemorial, but the current trend does open up immense possibilities in the Internet market. Shall we take a look at this new world?

First, what is obvious is that it is a huge change in both the SELLING and BUYING process and how it’s done. For now, these two forces appear to have the upper hand, applying their enormous financial capacity to impose the method. Marketers today seem to react to it without feeling comfortable with the results, methods, and of course the prices being bandied about.

These growing pains will lessen as the method becomes more established and evolved, and both parties realize that the tool should not condition the value or price of what is being sold through it.

By exaggerating our hand, we risk a sort of consecration of the absurd. It’s as if when fax machines were first introduced, we had used them to impact advertising rates.

The bidding process will eventually adjust values ​​and everyone will experiment with it until having mastered the ability to generate value products that have adequate demand—the kind that makes prices go up.

The second fantasy involves the number and profile of the professionals needed in the entire process, from start to finish. It seems that both sides need a refresher on concepts that will allow those using the tool to achieve maximum performance. While it is true that the number of processes will be reduced, I doubt that in the long term we will need to rely on having fewer professionals volved. Different ones, yes, but I do not think they will be fewer in number.

The technology is evolving too fast to exponentially increase options, and those involved in the buying and selling need to have a very good knowledge of available alternatives in order to achieve the best results.

This means negotiating, sharing information, knowing what your goals are, making adjustments, improving services, adapting profiles, and establishing coherent and well-known targets. In short, it involves highly knowledgeable work that will end up yielding results that are impossible at the moment.

And this will be possible thanks to well-trained professionals who will be better able to recognize and generate empathy, and who want to improve their knowledge and skills in a sector that — unless I’m mistaken — will be the first of many more to adopt this marketing system. Hasn’t television been doing something similar to this for a long time?

Forewarned is forearmed…

beltranJuan Manuel  is a media and advertising professional since the 80s, he has worked in many areas related to advertising management, such as media buying for TV and print. Since 1994, he has worked on Internet-related sales, purchasing, and management. For the past three+ years, Beltrán has been in charge of the Spain Business Development at Improve Digital, a company dedicated to optimizing inventory for editors.

mariano.teslerProgrammatic Buying and Real Time Bidding Technologies (RTB) are expanding rapidly in the U.S. and Europe, but to what extent is that true in the U.S. Hispanic market and Latin America? Portada interviewed MetaNetwork’s CEO Mariano Tesler, on the development of programmatic buying in the Latin America region. In this sense; Mariano said that “He expects LatAm to reach a 40% sale of digital advertising through RTB and the US by 2015.”

Translated by Celeste Martorana.

Foto: David Asch. Creative Commons.
Foto: David Asch. Creative Commons.

Portada: What do you think is the main benefit of buying media through RTB?

Mariano Tesler: “The main benefit for the advertiser is that RTB is a proactive technology, which allows making the best decisions in real-time according to the information available and an optimization process can be started before serving the first impression. More importantly, the RTB is completely transparent and safe because it allows us to analyze the content of the page before serving the ad. Our platform also provides URL level reports, which let the advertiser know where each ad was served. The main advantage for the publisher is to have another form of monetization based on technology, which allows the publisher to complement it with other sales channels. It is also a channel of access to small and medium advertisers who self-manage their own campaigns through our platform and they would not reach the publisher inventory if it weren’t for the RTB.”

Portada: Which are the challenges RTB comes across in the Latin America region?

Mariano Tesler: “The main challenge is to effectively promote the technology and show the benefits that RTB has for both advertisers and publishers. This was a great year where we made very good progress, making big brands to invest their budgets in RTB. RTB represents today in US more than 40% of online ad spending; our goal is to match that percentage in Latin America for 2015.”

What do you think of ad exchanges? What do you think is missing for them to operate to a greater extent in the region?

Mariano Tesler: “I think ad-exchanges had a transformation over the past two years which put the emphasis on building cleaner ecosystems and developing more effective tools for transparency and quality for both inventory and creatives. I believe that what was needed for them to operate to a greater extent  in the region is that we give more publicity to the advantages this new technology has and which in turn advertisers and publishers venture out of the mold and see how they can work together their business with these trends that already lead developed countries’ markets.”

How is MetaNetwork created?
“Meta Network is a company that was started in Israel in 2007 by Alberto Esquenazi and myself, and from there we developed 100% of our technology along with our R & D team. From the beginning, we saw great potential in the Latin American market. That is the  reason why we opened our operations center in Argentina in 2009. We also have representatives in Mexico and  the United States. In total, we are a team of 25 people. We have inventory and data in all countries of Latin America.”

Are you planning to expand to other markets in Latin America? If so, do you have any particular strategy, goals or objectives?
“Our plan for 2014 is to expand our operations in Latam, increasing our presence in Mexico and expanding into Colombia, Chile and Brazil. Our strategy is directed to generate tools for small and medium advertisers in order to facilitate their transition to online universe. Our next year goal is to impose as an integral display, video and mobile platform (Addoox) self-manageable for SMEs, which encompasses all aspects of online marketing.”

Mariano Tesler is an online marketing veteran. Since 1998, he has held different positions always related to the Internet world both in Argentina and in Israel, where he lived for 11 years. He holds a BA in music and psychology from the University of Bar Ilan. Currently, he actively participates in lectures and presentations from industry as the IAB and collaborates with various departments of marketing of different universities in Latin America. Mariano lives in Buenos Aires with his wife and four daughters. “MetaNetwork developed Addoox, its’ RTB platform for digital media buying (DSP). According to MetaNetwork‘s CEO, this platform “is the first with its own technology in Latin America and focused on transparency and Brand Safety”. “It gives us access to 12 billion daily impressions and the platform supports Standard Display formats, Video and Mobile,” Says Mariano. The company has data centers (3 in US, 2 in Europe and 1 in Asia).”

mariano.teslerProgrammatic Buying and Real Time Bidding Technologies (RTB) are expanding rapidly in the U.S. and Europe, but to what extent is that true in the U.S. Hispanic market and Latin America? Portada interviewed MetaNetwork’s CEO Mariano Tesler, on the development of programmatic buying in the Latin America region. In this sense; Mariano said that “He expects LatAm to reach a 40% sale of digital advertising through RTB and the US by 2015.”

Translated by Celeste Martorana.

Foto: David Asch. Creative Commons.
Foto: David Asch. Creative Commons.

Portada: What do you think is the main benefit of buying media through RTB?

Mariano Tesler: “The main benefit for the advertiser is that RTB is a proactive technology, which allows making the best decisions in real-time according to the information available and an optimization process can be started before serving the first impression. More importantly, the RTB is completely transparent and safe because it allows us to analyze the content of the page before serving the ad. Our platform also provides URL level reports, which let the advertiser know where each ad was served. The main advantage for the publisher is to have another form of monetization based on technology, which allows the publisher to complement it with other sales channels. It is also a channel of access to small and medium advertisers who self-manage their own campaigns through our platform and they would not reach the publisher inventory if it weren’t for the RTB.”

Portada: Which are the challenges RTB comes across in the Latin America region?

Mariano Tesler: “The main challenge is to effectively promote the technology and show the benefits that RTB has for both advertisers and publishers. This was a great year where we made very good progress, making big brands to invest their budgets in RTB. RTB represents today in US more than 40% of online ad spending; our goal is to match that percentage in Latin America for 2015.”

What do you think of ad exchanges? What do you think is missing for them to operate to a greater extent in the region?

Mariano Tesler: “I think ad-exchanges had a transformation over the past two years which put the emphasis on building cleaner ecosystems and developing more effective tools for transparency and quality for both inventory and creatives. I believe that what was needed for them to operate to a greater extent  in the region is that we give more publicity to the advantages this new technology has and which in turn advertisers and publishers venture out of the mold and see how they can work together their business with these trends that already lead developed countries’ markets.”

How is MetaNetwork created?
“Meta Network is a company that was started in Israel in 2007 by Alberto Esquenazi and myself, and from there we developed 100% of our technology along with our R & D team. From the beginning, we saw great potential in the Latin American market. That is the  reason why we opened our operations center in Argentina in 2009. We also have representatives in Mexico and  the United States. In total, we are a team of 25 people. We have inventory and data in all countries of Latin America.”

Are you planning to expand to other markets in Latin America? If so, do you have any particular strategy, goals or objectives?
“Our plan for 2014 is to expand our operations in Latam, increasing our presence in Mexico and expanding into Colombia, Chile and Brazil. Our strategy is directed to generate tools for small and medium advertisers in order to facilitate their transition to online universe. Our next year goal is to impose as an integral display, video and mobile platform (Addoox) self-manageable for SMEs, which encompasses all aspects of online marketing.”

Mariano Tesler is an online marketing veteran. Since 1998, he has held different positions always related to the Internet world both in Argentina and in Israel, where he lived for 11 years. He holds a BA in music and psychology from the University of Bar Ilan. Currently, he actively participates in lectures and presentations from industry as the IAB and collaborates with various departments of marketing of different universities in Latin America. Mariano lives in Buenos Aires with his wife and four daughters. “MetaNetwork developed Addoox, its’ RTB platform for digital media buying (DSP). According to MetaNetwork‘s CEO, this platform “is the first with its own technology in Latin America and focused on transparency and Brand Safety”. “It gives us access to 12 billion daily impressions and the platform supports Standard Display formats, Video and Mobile,” Says Mariano. The company has data centers (3 in US, 2 in Europe and 1 in Asia).”

What: Three of the main leaders in digital advertising worldwide agree on a series of technical specifications aimed towards standardizing programmatic direct digital advertising sales.
Why is it important: This is a breakthrough in the whole purchasing process of premium digital ad sales, as advertisers and agencies will have less trouble in finding, ordering and paying for premium inventory, because everything will be better automated and therefore it will “help speed the migration of offline media spend to online”, as Rik van der Kooi, corporate vice president, Microsoft Advertising, said.

AOL, Microsoft and Yahoo have joined together to introduce a new, streamlined set of API specifications which overall goal is to simplify the purchase and sale of premium digital ad space. These new standards (expected to be available “in the coming months”) will make it simpler and easier for agencies and marketers to buy via real-time bidding (RTB).

As reported yesterday by Bloomberg, buying and selling of premium ad offerings has been largely constrained by manual sales processes, so if other publishers and ad technology vendors align around the common set of APIs Microsoft, AOL and Yahoo will be providing, the growth of programmatic trading will be enhanced, as this would complement current direct sales channels and remove barriers for both advertisers wanting to buy and publishers wanting to sell (programmatically).

“We’re working to programmatically enable more than 50 per cent of the inventory that is currently sold via manual processes. This is digital’s next salvo in the efficiency war, bringing more premium inventory online. Agencies and brands have spoken. Automation of manual processes is a key priority. This is our collective response and the beginning of the journey to simplify the ecosystem and shift more TV budgets online”, said Seth Demsey, senior vice president, global advertising products and strategy at AOL Networks.

As John Ramey, founder and CEO of programmatic direct company isocket (a Burlingame, CA-based company dedicated to building tech for direct ad sales and Microsoft’s partner in programmatic direct) explained in an interview to Media Post‘s Tyler Loechner, “programmatic direct is using technology to speed up and automate the process of direct deals. It eliminates Excel spreadsheets, fax machines, RFPs, IOs, etc., from the trading process. It deals with direct, guaranteed campaigns, and fills ‘the manual gap in the middle with technology’.”

As Ramey said, this announcement is a true milestone in the evolution of programmatic direct because of the size and importance of AOL, Microsoft, and Yahoo, and many significant publishers are already embracing it. The announcement of the three joining together means –as Ramey puts it– “that Microsoft, AOL, and Yahoo are collectively ‘putting their stamp’ on programmatic direct.”

Sources: Bloomberg, The Drum, Media Post News.

What: Three of the main leaders in digital advertising worldwide agree on a series of technical specifications aimed towards standardizing programmatic direct digital advertising sales.
Why is it important: This is a breakthrough in the whole purchasing process of premium digital ad sales, as advertisers and agencies will have less trouble in finding, ordering and paying for premium inventory, because everything will be better automated and therefore it will “help speed the migration of offline media spend to online”, as Rik van der Kooi, corporate vice president, Microsoft Advertising, said.

AOL, Microsoft and Yahoo have joined together to introduce a new, streamlined set of API specifications which overall goal is to simplify the purchase and sale of premium digital ad space. These new standards (expected to be available “in the coming months”) will make it simpler and easier for agencies and marketers to buy via real-time bidding (RTB).

As reported yesterday by Bloomberg, buying and selling of premium ad offerings has been largely constrained by manual sales processes, so if other publishers and ad technology vendors align around the common set of APIs Microsoft, AOL and Yahoo will be providing, the growth of programmatic trading will be enhanced, as this would complement current direct sales channels and remove barriers for both advertisers wanting to buy and publishers wanting to sell (programmatically).

“We’re working to programmatically enable more than 50 per cent of the inventory that is currently sold via manual processes. This is digital’s next salvo in the efficiency war, bringing more premium inventory online. Agencies and brands have spoken. Automation of manual processes is a key priority. This is our collective response and the beginning of the journey to simplify the ecosystem and shift more TV budgets online”, said Seth Demsey, senior vice president, global advertising products and strategy at AOL Networks.

As John Ramey, founder and CEO of programmatic direct company isocket (a Burlingame, CA-based company dedicated to building tech for direct ad sales and Microsoft’s partner in programmatic direct) explained in an interview to Media Post‘s Tyler Loechner, “programmatic direct is using technology to speed up and automate the process of direct deals. It eliminates Excel spreadsheets, fax machines, RFPs, IOs, etc., from the trading process. It deals with direct, guaranteed campaigns, and fills ‘the manual gap in the middle with technology’.”

As Ramey said, this announcement is a true milestone in the evolution of programmatic direct because of the size and importance of AOL, Microsoft, and Yahoo, and many significant publishers are already embracing it. The announcement of the three joining together means –as Ramey puts it– “that Microsoft, AOL, and Yahoo are collectively ‘putting their stamp’ on programmatic direct.”

Sources: Bloomberg, The Drum, Media Post News.

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