John De Tar Roix
ROIx, a company specialized in online audience management focused on big data and ad tech, is entering the U.S. Hispanic market during the second half of 2018. CEO John deTar said the company offers a service in line with the one they are launching in Latin America. “Our biggest clients are again pushing us towards the U.S. The Hispanic market is a bit easier to penetrate for us. For the time being, we’re going to concentrate on that market and work with its agencies, data and media publishers, before taking it to the next level in the U.S. It’s a great way to get started,” deTar said. “I have years and years in the U.S. working on market penetration – you really need to work closely with agencies and brands, and that’s what we’re doing, especially with regard to Hispanics.” He said the company is focused on simplifying and at the same time amplifying programmatic advertising. “You have to determine what media you’re going to buy, what data you’re going to use, what the price points are and put them all together. The ad tech companies that are supposed to be selling this service spend most of the time organizing it, so we’ve been trying to find the way to fix it,” he said. “Six months ago, we solved the problem. We did it in Washington and Brazil, and now we’re entering the rest of the U.S., Mexico, Chile, Argentina and Colombia. We created PMP (private marketplaces) that are platforms for making deals directly with publishers, so we can go out and contact the best publishers. They can then auction their media spaces to us from the supply side platform (SSP),” he said.
