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What: Facebook has unveiled its’ new tool Audience Direct to let media companies and publishers sell ads using Facebook’s data.
Why it matters: Audience Direct is a new way for Facebook to help media partners selling their ads directly to advertisers, keeping their own ad tech infrastructure in place.

Facebook is  offering media companies and publishers sell ads using Facebook’s data, adAge has reported.That is, make more money from digital ads by using Facebook’s data for streaming video publishers to target video ads on their sites and in their apps.

A&E Networks, ESPN, Hearst Television and Scripps Networks Interactive are testing an automated system that lets marketers find their intended audience using Facebook data such as age, gender and location.

The social network’s new product Audience Direct has been designed to help web publishers sell targeted video ads using Facebook’s demographic and location data. A publisher could use Audience Direct to make sure that an advertiser running a campaign aimed at women between the ages of 18 and 34 gets what they paid for, according to Business Insider.

Although Facebook is not making money off the beta test, Audience Direct allows the social network to expand its ad footprint. It already operates its Facebook Audience Network, but that counts on publishers opening their inventory and letting Facebook handle the relationships with advertisers. Publishers opt in to the audience program, and advertisers can expand campaigns outside of Facebook to those partner properties by just clicking a button.

The more publishers that use Audience Direct, the more that will likely employ other Facebook ad products. Facebook already sells ads that run on a large number of websites as part of its Facebook Audience Network.Facebook has data on nearly 2 billion users, including their real names, locations and interests, so its data and technology should be able to help the average web publisher improve ad targeting precision. Media partners won’t be able to pull any individual Facebook user data and won’t be able to reuse this data for other ad campaigns.

“This is Facebook’s attempt to take away traditional TV dollars,” said one publisher familiar with the new program. “It’s their way to gain access to more original programming,”said Brian Boland, VP of publisher solutions at Facebook.

According to Boland, a publisher might have to deliver 2 million ad impressions just to make sure that an advertiser gets the 1 million targeted ads it commissioned. “This is a problem that we’ve heard about from large video publishers. This helps them solve that problem.”


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

 ::: Alexandre Hohagen, Pedro Cabral – Nobox ::: Scripps Networks Interactive – Eduardo Hauser ::: Barbara Miller – FLUVIP  ::: Facebook – Alejandro Zuzenberg, Carla Lanzillotta  ::: Alejandro Fishman – Yahoo! ::: Pablo Armagni – Telefónica Group  ::: McCann Buenos Aires – Rafael Quijano, Darío González, Enrique Gray, Soledad López, Luisa Goldaracena, Constanza Brigante ::: General Electric Latin America – Rafael Santana ::: Laura Zubeldia – Microsoft :::

Click here for previous Latam Changing Places editions

descargaAlexandre Hohagen, former CEO of Google and Facebook in Latin America and US Hispanics, is joining Nobox, a full-service marketing agency to continue developing its strong Latin America business, as CEO and Partner. Hohagen will bring his experience with advertising and technology in these markets with the goal to further enhance the agency’s relevancy and footprint for its marquee clients including Netflix, PlayStation, Hotel Tonight, Marriott, Copa Airlines, Royal Caribbean and Volkswagen.Read more.

In addition to Hohagen, Pedro Cabral, founder and former CEO of Agencia Click in Brazil and former Chairman of Isobar Global, will become the new Chairman and Investing Partner.

descargaScripps Networks Interactive has announced the appointment of media and technology veteran Eduardo Hauser to the position of Managing Director, Latin America and the Caribbean. Hauser joins the company on March 7 and will be based in Miami.Read more.

 

 

Barbara 1Barbara Miller has accepted a new position as VP, Sales and Marketing at FLUVIP, a programmatic platform for Influencer Marketing in the U.S. Hispanic and Latin American markets. Previously Miller worked at Latina.

 

 

 

vvvAfter having served as Director for the Southern Cone at Facebook for 4 years, Alejandro Zuzenberg has announced that he is leaving the corporate world to start a career as an entrepreneur.

 

 

mmmmAfter nearly 4 years at Facebook, Carla Lanzillotta has left her position as commercial director of vertical technology market to joined OLX as director of ad sales and operations.

 

 

 

vbvbvAlejandro Fishman, former country manager of Yahoo! Argentina, told Portada editorial team “after more than 20 years working as an employee for big companies, this is a unique moment I wish to truly enjoy as it won’t probably happen again. It is important for me to take the time necessary to figure out what I really want do and where do I want to go, so I can choose what it is best for me, personally and professionally.”

 

descargaPablo Armagni will head the Communications and Images Board of Telefónica Group, reporting to Alejandro Lastra, director of Communication and Institutional Relations. In this new role, Armagni will define Internal and External Communications policies, Brand Management, Advertising, Sponsorships and Media of all companies within Telefónica Group in Argentina.

 

 

arg.McCann_StaffRafael Quijano and Darío González have joined McCann Buenos Aires as creative directors.They will report directly to president and DGC, Juan Manuel “Chavo” D’Emilio, according to Adlatina. They will handle the accounts portfolio that includes brands such as Nestlé, MasterCard, Beauty Team L’Oréal París and Zurich Seguros, among others.

Enrique Gray joins the finances area as the agency new CFO.

In addition, Soledad López, Luisa Goldaracena and Constanza Brigante have been appointed Account directors. Lopez will handle MasterCard, Nestlé, and Zurich Seguros; Brigante L’Oreal Paris Beauty Team; and Goldaracena will take over a new client.

santanaGeneral Electric Latin America has chosen Rafael Santana, an executive with over fifteen years of experience in the company, to consolidate its position in LatAm. Santana comes from heading Turbomachinery Solutions, part of GE Oil & Gas. The executive will be based in San Pablo, Brazil. Prior to joining GE, Santana held leadership positions in ExxonMobil and British American Tobacco.

 

descarga (1)Laura Zubeldia is Microsoft new Marketing Director for Argentina and Uruguay.The executive has over 22 years of experience in the area and has been in Microsoft for 9 years. Zubeldia will be in charge of implementing strategic coordination and marketing plans in different segments of the LatAm market.

What: Scripps Networks Interactive has announced the appointment of media and technology veteran Eduardo Hauser to the position of Managing Director, Latin America and the Caribbean.
Why it matters: Hauser will be responsible for the strategic direction and daily operation of the company’s businesses across Latin America, which currently include Food Network as well as the company’s distribution across the Caribbean.

descargaScripps Networks Interactive has announced the appointment of media and technology veteran Eduardo Hauser to the position of Managing Director, Latin America and the Caribbean. Hauser joins the company on March 7 and will be based in Miami.

As Managing Director, Hauser will be responsible for the strategic direction and daily operation of the company’s businesses across Latin America, which currently include Food Network as well as the company’s distribution across the Caribbean. He will be tasked with identifying and evaluating growth opportunities across the region including potential new network launches, joint ventures and key partnerships across multiple platforms and distribution channels.

Earlier in his career, Hauser created the partnership between Cisneros and Aol to launch Aol in Latin America; he also played an integral role in creating the joint venture between Hughes Electronics, Cisneros, Mexico’s Multivision and Brazil’s Grupo Abril to launch DIRECTV Latin America.  Prior to joining Aol as Executive Vice President for Latin America, he spent 10 years with Cisneros, most recently as Managing Director, Office of the Chairman. Hauser has also held senior leadership roles with Cricket Media and Venevision.

Additionally, Hauser has developed two other businesses – Hauser & Co., an investment and advisory firm focused on media, technology, education and restaurants, and DailyMe, a start-up offering personalization technology focused on the genre of news. Hauser also helped develop Soy TED, a TV format based on the TED Talks series targeting the Spanish-speaking audience.

Hauser holds a J.D. from Venezuela’s Universidad Catolica Andres Bello and a Master of Law degree (LLM) from Duke University. He also serves or has served on the boards of public, private and non-profit organizations including Ring Central, NPR, Vme Media, Pine Crest School, Knight Foundation and Duke University School of Law.

“Eduardo’s extensive pan-regional media experience coupled with his astute vision and entrepreneurial spirit will position Scripps Networks well as we look to evolve and expand our business across Latin America,” said Jim Samples, President, International, to whom Hauser will report. “Latin America is a rich media center, and with Eduardo at the helm, we are confident that we will be able to realize our full growth potential.”

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