Retargetly, adtech in data intelligence for programmatic media, has a strategy for this year to solidify its operations in Brazil. Of Argentine origin, the company has always prioritized Latin American countries in its purpose, its product development and expansion strategy, and today it is the leader in the sector on the continent.
Currently, Retargetly, which is a full remote company, has 107 employees distributed in Argentina, Brazil, Colombia, Chile, Peru, Mexico, Dominican Republic, United States and Spain. To support the expansion in Brazil, the local team is being expanded and is expected to be five times larger in December 2022 compared to the same month last year.
Company operates in compliance with GDPR and all its data is “hashed”
Today Brazil represents 7% of the company’s revenue. To promote the company’s expansion, Country Manager Brazil, Sebastián Garcia Padín, came to the country at the end of 2020. “The local market is different from countries like Mexico, Colombia, Chile and Argentina, which have agencies focused on programmatic media. Here the agencies are bigger, they carry out different activities and the offline media is still very strong. At the same time, the use of data in companies is growing in the country and the programmatic media market is expected to double this year”, he assesses.
Garcia Padín points out that the company captures data on more than 110 billion events per month and has partnerships with publishers and companies such as Kantar IBOPE Media, Serasa, Boa Vista, among others. In Brazil, its solutions are used by agencies Publicis, Omnicom, Deepline, BETC Havas, Africa, Matterkind, TBWA, as well as companies such as Amazon, Amex, Ambev, Coca-Cola, Itaú, Nissan, among others.
The data can be accessed and activated through products such as Audiences, DMP (data management platform) which is easy to use and which makes it possible to cross-reference information with the advertising company’s CRM, IDx (identity solution for the cookieless world) and Smart Deals, which are audience segmentation combined with insertion in premium publishers customized by Retargetly itself. “This allows agencies, companies and brands to have more information to reach the target audience in an assertive way.”, explains Garcia Padín.
Another differential of Retargelty is its care to comply with the LGPD (General Data Protection Law). According to Padín:
“Brazil is the only country in Latin America that has a data protection law. We’ve done four years of work to be compliant with Europe’s GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act). All Retargetly data is hashed, meaning it is irreversibly encrypted.”
Adtech also started to promote in Brazil the series of free webinars Retargetly Data Tour, which the company already holds in other Latin American countries, with the aim of promoting debates on the possibilities generated by programmatic media through data. The first edition took place in June and was attended by the Director of New Business Development at Kantar IBOPE Media, Paulo Arruda, and had the theme “Planning and multimedia complementarity”.
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