LATAM

  • Reaching the US Hispanic Audience Takes a Tailored Approach: Q&A with Parker Morse, H Code Media

    The US Hispanic market continues to grow, and is a prime audience for advertisers to be able to reach. Yet, there are still challenges in reaching this niche customer base at scale, and tap into the true value of this audience. Parker Morse (pictured below), CEO and Founder, H Code Media, talks about the specific data and nuances that advertisers need to focus on, the best medium to reach this demographic, and what the future of marketing to the [...]

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  • A New Beginning for Brazilian Digital Advertising

    Digital’s credibility has been put in doubt in recent months, mostly because of a domino effect that has driven advertisers around the world to review their advertising investments across platforms and publishers. This also applies to the Brazilian digital market, one of the fastest-growing in the world, achieving 26% year-on-year growth in 2016. Given the potential continued growth that exists in this market, it’s time to take a step back. Originally published on ExchangeWire Brazil on 6 June 2017.

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  • From Target to Audience: Advertising Strategy Shift for Mercado Livre

    The advertising business unit of Mercado Livre Brazil was created in 2009 to offer solutions for platform vendors, allowing them to take advantage of their inventory, which currently reaches 40 million unique site visits, generating 4,000 searches and 100 purchases per second. From a solution that was basically restricted to sponsored links, Latin America’s largest e-commerce site has improved their advertising strategy over the last three years by focusing on a new purpose: enriching the user experience throughout the path [...]

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  • Programmatic Still Seen As Method for Monetising Unsold Inventory in CEE: Q&A with Bartłomiej Chmiel, MD, Yieldbird

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  • Header Bidding: The Next Trend for Brazilian Publishers

    Header bidding has been transforming the digital advertising industry as it replaces the legacy waterfall system, which has been dominating media trading since the dawn of programmatic. By allowing the publisher to connect inventory to multiple ad exchanges at the same time in a unified auction, header-bidding technology offers myriad opportunities for both the buy and sell sides.

    In its early days, header bidding promised publishers fair and transparent competition for their inventory, resulting in increased revenue in the [...]

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  • Rio 2016: Digital Investments Increase in Brazil, But Are Below Expectations

    More than in the World Cup, during the Olympics all eyes will be focused on Brazil: more than 5.6 billion people around the world will follow the games on various mobile devices. While TV inventory is still limited, digital brings a unique opportunity for Brazilian and international brands to reach their audiences in the online world; but that seems somewhat overshadowed, due to the political and economic crisis facing Brazil. Originally published on ExchangeWire Brazil, ad techs and digital companies [...]

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  • RPA Launches In-House DSP; IgnitionOne Debuts in Mexico

    This week in the LATAM Roundup: The Argentinian publisher co-op RPA announces an in-house DSP aiming more flexibility for local advertisers and agencies; IgnitionOne opens local headquarters in Mexico; Brazilian digital platform developer Hive creates an area to deploy and sell martech solutions; and, finally, Global Data Bank reveals numbers of their first eight months in Brazil.

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  • DynAdmic Opens an Office in Miami; Mexico to Surpass 44m Smartphone Users

    This week’s LATAM Roundup brings news from DynAdmic, which has just opened a new office in Miami, led by Lara Krumholz, general manager, LATAM, to boost global deals with an impact in the region; Data about Mexican mobile market, that keeps growing steadily and is expected to surpass 90% of mobile penetration this year; and, finally, Nielsen’s metrics of reach in digital campaigns, putting Brazil in the lead.

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  • Ad Blockers Reach 21% of Brazilian Internet Users; Abril Midia & Google Brazil Team Up

    In this week’s LATAM RoundUp: Ad blockers in Brazil reach 21% of internet users in urban centre; a partnership between Abril Mídia and Google Brazil use big data, analytics, and performance tools to aim for car industry marketers; and, finally, numbers of Latin American social network adoption slowing down, marking the first year with a single-digit growth.

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  • AppsFlyer Debuts in Brazil; Adsmovil & Moat Announce Partnership Around Viewability

    In this week’s LATAM Roundup, news about another company starting Brazilian operations: AppsFlyer, Adsmovil, and Moat announce partnership aiming for better viewability metrics in the midst of transparency demands in Brazil; MediaMath’s new general manager, Mario Rubino, emphasises the company’s investment in forming skilled workforce in Brazil; and, finally, Posterscope Brazil wins important out-of-home media contract in the Brazilian market.

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