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Google Partners With Abril to Offer Programmatic Deals; MediaMath & Predicta Team in Brazil

This week’s Latin American roundup brings news about one of the biggest print media publishers in Brazil, Abril Group, who has recently partnered with Google to boost programmatic model in their titles’ websites; MediaMath and Predicta’s deal to combine their portfolio; the launch of Facebook’s Instant Articles in the region; and Rubicon’s great expectations in Latin America in 2016 — including another publisher co-op.

Abril Group launches a variety of automated offers with Google

Abril Group, one of the largest print media publishers in Brazil, announced a partnership with Google aiming to create new models to advertisers for their digital titles. The joint work will enable several projects based on audience data and a new portfolio using automated trading — increasing the group’s work with programmatic media.

“Programmatic goes beyond auctions. The interest from big advertisers in audience data, interactive formats, premium context and viewability has been growing. With that, there is a need to manage campaigns in real time. Thinking about this scenario, we have put together Google’s tech tools and our ability to cluster data, providing exclusive information about our audience in a new model, which is more efficient to the marketer”, said Tiago Afonso, CMO, Abril Group.

The first new model Abril will offer is via programmatic guaranteed, in billboard format for desktop and a fixed top banner for mobile. “We decided to invest in an offer with a great impact allowing automation in management, optimising real-time decisions for our clients”, said Virginia Any, head of advertising, Abril Group.

According to the publisher, clients can reach up to 5.6 million impressions and 1.8 million unique users through programmatic.

The deal includes both open and private auctions, as well as preferred deals. Abril Group will also adopt Google’s Accelerated Mobile Pages (AMP).

MediaMath & Predicta partner in Brazil

MediaMath announced last Friday (4 December) a deal with Predicta, combining the companies’ offers. The partnership gives Predicta’s DMP clients access to MediaMath’s data providers to boost the efficiency of online campaigns.

Predicta is controlled by e.Bricks Digital, RBS Group’s digital investment branch. According to Henrique Paulino, commercial manager, Predicta, the companies finished integrating their platforms last October — when 11 people of his team were trained to operate MediaMath’s DSP alongside their portfolio.

Facebook launches Instant Articles in Latin America

Since last Tuesday (1 December), publishers can post their content using the Instant Articles platform on Facebook. The feature was first announced in March, but only now it reaches the second biggest Facebook audience, Brazil.

The platform allows publishers to keep 100% of ad revenue, if they manage the inventory themselves, or to give away 30% to Facebook to put the inventory in the social media exchange.

In Brazil, only a select group of publishers can experiment with the platform: AdoroCinema, Bolsa de Mulher, Capricho, Catraca Livre, Esporte Interativo, Estadão, Exame, G1, M de Mulher, R7, Veja, and Veja SP. In Argentina, La Nación and Clarín are the ones who will have access to it, as well as Caracol in Colombia, Azteca in Mexico, and Teletrece and La Tercera in Chile. Instant Articles has been used by 200 publishers worldwide, such as The New York Times and BBC News.

Some publishers say that Facebook’s algorithm is prioritising the feature when displaying content in users’ feed, punishing links to their pages.

Rubicon: 2016 is ‘the’ year for Latin America

In a recent interview to ExchangeWire Brazil, Patrizio Zanatta (pictured left), general manager, Rubicon Project Latin America, emphasised the great expectations for the region in the company’s goals for 2016. He expects major companies focusing their digital budgets on programmatic.

Patrizio Zanatta Rubicon ProjectThe company has been playing a major role in Latin America’s scenario, investing in events, deals and models to disseminate programmatic in different countries. Its initiatives include being the tech provider of ProG, Globo’s programmatic platform, and leading Real Premium Audiences (RPA) in Argentina, the first publisher co-op in the region. “We had a great return of RPA in other countries. Its launching was something big and it will lead to other publishers thinking about programmatic, and advertisers thinking about buying programmatically”, said Zanatta.

He expects another publisher co-op in Latin America early next year, as an attempt to escalate their inventory to compete with Google and Facebook. “What I can say is that there are similar projects in other Latin American countries, in different stages. I can’t mention the country, but I see two or three publishers with advanced conversations about this”, Zanatta revealed.