Federico Pedemonte of Story.ad: We have a premium publishers network in LatAm and in the US Hispanic market

Story.ad, firm dedicated to true native advertising, recently launched a proprietary platform which allows brands to strengthen their communication strategies through relevant publishers and organic contents –among other attributes-. These contents are exhibited at a network of premium sites in Mexico, Colombia, Argentina, Chile, Peru and the U.S. Hispanic market. Talking to PRODU, Story.ad’s general director, Federico Pedemonte said that to achieve this goal they rely on a specialized publisher team that takes brands’ needs, generates the publisher content and adapts it to each media style. Additionally they have a network that includes about 60 of the main regional publishers. “The way we measure the success of publishing is what we call ‘engagement’. One engagement is, for example, the time a user visits the content, how much he shares it in social networks, how many times he clicks on the link. We sell the interaction between the user and the content” he said. He also said that while they affiliate the main newspapers of each country, they aim on creating niches according to audiences’ vertical targeting. “The publishers’ offer for advertisers is targeted by verticals, from there we can target the sites or sections according to the brand strategy” he added. Nowadays Story.ad operates from Argentina and relies on commercial teams in all markets where they are located. They also offer to publishers groups the option of using their platform as a service. “We give them the technology and they can affiliate their own sites to manage the advertisers offer” he explained.