For Sara Garrido, Sizmek Panregional and Latin America Sales Director one of her departments challenges is educating in Ad Technology and promoting digital environment growth for technology companies and independent media. She adds that data analysis is what allows to know users better and understand which is the best way to reach them. “A good marketing cant be conceived without data and analysis, and education in this area is the great challenge my team has.” Talking to PRODU she said that they aim for two clear goals: Ad Tech inclusion in less digital markets and adopting more sophisticated data products in more mature markets and advertisers. “Even if it sounds unusual, still in Latin America there are countries where third party ad server is not used and they still rely on publishers. Still they work with simple metric, clicks, impressions and dont have the capacity to audit campaign results, so is important to educate and promote the use of ad serving.” In more mature markets the goal is to get to a more sophisticated stage and being able to work with attribution models for a better conversions analysis. “The use of Dynamic creative to develop ads much more customized to the users needs, and the verification/ activation and viewability, in order to guarantee the right environment for each ad and make it visible” she explained.
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