More than 40 partners are already accredited and qualified to operate the market place
Globo completed one year of implementing Gama, the broadcaster’s programmatic media marketing platform.
Among the new features that are part of the initiative developed in partnership with Microsoft Advertising, is the expansion of the inventory offered on the platform, especially in Connected TVs (CTVs), with a proposal that meets market demand that was looking for different programmatic purchasing possibilities video at scale.
Since its launch, more than 40 partners, mainly agencies and trading desks, are already accredited and qualified to operate the market place.
We have a lot to celebrate in this first year of Gama, which has established itself as an important solution to bring even more assertiveness to brand campaigns in the Brazilian digital environment. Combining delivery guarantee, combining the operational gains of programmatic execution and the intelligent use of data, has generated efficiency and greatly added to our partners’ business strategies”, said Manzar Feres, director of integrated advertising business at Globo.
The platform offers a broad catalog of audiences, with behavioral, consumer interest, demographic and contextual sections, as well as geolocation possibilities for campaigns with delivery needs restricted to a specific location.
Another highlight was the offering of the Data Onboarding service, which allows the combination of Globo data with the advertiser’s proprietary data, adding relevant information about the target audience’s profile and important gains for activation strategies. Investing in enriching the 1st party database is an important part of GAMA’s strategic action.
“We will focus on expanding purchasing possibilities on the platform and increasing the quality of data offered for even more efficient deliveries, highlighted the executive.
Gama has a specialized team dedicated to supporting brands that need support in managing and optimizing campaigns.