Rodríguez: IMS será nuestro socio de ventas
The Hispanic and Latin American market display a content consumption fragmentation, which makes media buying very fragmented for both markets, said to PRODU Armando Rodriguez, VP and General Director for LatAm and the U.S. at Yahoo Americas. “Reaching that end consumer is very complex. So with Yahoos products, were trying to facilitate buying with data and aiding advertisers reach easier that final consumer and in the right moment.” He added that reaching Hispanic audience is even more complicated because they not only consume content through different devices, but video consumption is done in at least nine different places” he notices. Yahoo reaches more than a billion users globally, data that allows the company to know better the user and create profiles to enable brands to target this consumer more accurately. “The programmatic platform also offers additional metrics and insights that aid advertisers in the next purchase.” Yahoo selected Internet Media Services (IMS) as their partner company for advertising sales in Spanish-speaking countries. “IMS will be our sales partner and will be focusing in hiring a team devoted to Yahoo, and essentially will be selling our native premium and display audience products, and programmatic.”
