MERCADEO Versión en español
Karla Natareno of Magna Global: Big Data guarantees successful purchases at Real Time Bidding
19 de octubre de 2015
Natareno: En LatAm se habla de programática digital y seguimos aprendiendo de EE UU
For Karla Natareno, LatAm investments director at Magna Global, Big Data will define the success and viability of purchasing at Real Time Bidding, because it allows targeting and reaching markets niches of great value for brands. “This same process, done correctly, allows a brand to collect, know and interact even better with its demographic market. For advertisers this is key, and its relevant to have a partner agency with the know-how to scale and take the most advantage of it” she explained to PRODU.In her opinion, the best programmatic advertising buying and selling technique is to recognize an expert team and a strategy where the buying complies with different brand goals: Cost inventory efficiency, inclusion of reliable data, solid technology and a solution generating team. “This will evolve in time, while the model and inventory keeps on growing” she said.Latin America has learned from years of US experience, she said, some examples are Cadreon Mexico and Ad Vision for Dodge awarded with gold at Festival of Media 2015-. “In LatAm we talk about digital programmatic, which will come- at short to medium term- with other media programmatic offer like TV, print media, etc. Magna Global, by means of Magna Consortium, is one of the leaders of this initiative, which started in 2012 in the U.S.”
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