Tag Archives: rtb latin america

Wireless mouse with hand

By 2018 Latin America Will Have More Than 400 Million Internet Users

Recently, eMarketer—a research firm specialized in online data for markets around the world—published research about the amount of Internet users in Latin America. According to eMarketer, by the end of 2014 Latin America will have more than 330 million Internet users. Nearly 108 million of these Internet users will be in Brazil, 64 million in Mexico and 27 million in Argentina, with nearly 132 million in the rest of Latin America.

The firm projects that by 2018 there will be nearly 414 million Internet users in Latin America, an overall 25% increase in 4 years. The effects of this growth are visible in several areas, such as e-commerce:

  • Consulting firm Prince and Cooke projects a 40% increase in e-commerce in Argentina and total online sales of $4.2 million in 2014
  • The Brazilian Association of E-Commerce predicts that e-commerce will go up by 27% in Brazil in 2014 to reach a total of $17 billion in sales
  • According to the Santiago Chamber of Commerce, e-commerce sales in Chile went up by 25% in 2013 and will go up another 20% in 2014 to reach $2 billion
  • In Colombia e-commerce sales went up by 40% in 2013 to total $2.5 billion and according to the Latin American Institute of E-Commerce, e-commerce sales in Colombia will go up by another 45% in 2014
  • The Mexican Internet Association indicates that e-commerce sales in Mexico went up by nearly 42% in 2013 to reach more than $9 billion
  • According to the Latin American Institute of E-Commerce, e-commerce sales in Peru totaled $800 million in 2013 and should go up by another 20% in 2014

More Usage
Beyond online transactions, recent research also indicates that Latin American are going online with more frequency and spending more time online than ever:

Running the Numbers
All of this Internet use, whether it’s to surf, update social media statuses or make online purchases, increases the amount of available data for Latin American Internet users. Companies like Navegg—a partner of MediaDesk, a DSP (demand side platform) that is Latin America’s leading programmatic buying platform—are gathering this data. For advertisers and agencies, this data is crucial. It allows for the creation of complete profiles of Latin American Internet users that include their preferences, interests and purchase intents.

Currently MediaDesk DSP has more than 110 million Internet user profiles for Latin America. Once they combine this data with MediaDesk’s user-friendly system, today more than ever firms can reach Latin America’s 330 million Internet users with even more precisely targeted online ad campaigns.

To find out how to leverage programmatic buying with MediaDesk, the leading programmatic buying platform in Latin America, please contact us: sales@mediade.sk.

USMCLogoSquare_300_gray

MediaDesk Launches Programmatic Buying by Audience for Latin America

Buying audiences is at the heart of programmatic buying. Typically we buy ad impressions on sites whose audience profiles match our target audience. But with programmatic, you can use third party data to select the target audience you want to reach and the buy is made to reach that audience on the sites they visit.

Up to now, buying by audience has not been widely available in Latin America. But MediaDesk, Latin America’s premier programmatic buying platform, is debuting a new feature that allows you to buy online display advertising by audience. This is due to a partnership with Navegg, one of Latin America’s top online market research firms. MediaDesk has integrated Navegg’s deep data stores for Latin American consumers into its user-friendly system. For users, this means that you can define your target audience by demographic, psychographic, interests and purchase intent. As a result, your online ad campaigns have much greater potential for reaching clients.

How It Works
MediaDesk is designed for media, advertising and interactive agencies, basically any type of agency that handles online media buying for their clients. These agencies have no fixed fee for using MediaDesk and no minimum buy. Upon registering, they can then implement campaigns and purchase ad impressions using a specially designed RTB (real time bidding) system that is part of MediaDesk. And of course, now these agencies can also target more precisely by buying the audience that their client wishes to reach, rather than buying by media.

The Next Step
If you want to explore MediaDesk’s new feature or try out the platform in general, please contact us to arrange a demo: sales@mediade.sk

 

real-time-bidding

MediaDesk Debuts RTB Developed in Latam, for Latam

Recently MediaDesk—a new self-service platform for buying online advertising in Latin America—launched its new real-time bidding (RTB) system. MediaDesk’s RTB system is the first created in Latin America, designed  according to the needs of the Latin American digital ad market.

In contrast, other online ad buying platforms that operate in Latin America tend to depend on third party developers for their RTB systems. Although we had the option to use a third party in developing MediaDesk’s RTB system, we decided to create our own from scratch. We did this to offer our clients 3 key advantages:

  • Faster speed when bidding in real time
  • Transparency
  • The possibility of purchasing better inventory

With our system, clients bid on their impressions directly—there isn’t a third party system receiving the bid and processing it. As such, clients make their bids more quickly and in turn this can improve the price. Another important factor is that with our RTB system, we maintain control over the buys and the intelligence gleaned from different campaigns…without having to depend on the system of a third party.

Confirming Capabilities
Although development of our RTB system went well, development is only part of the process. To participate in this new programmatic buying universe, demand side platforms (DSPs) need to certify that a developed platform is capable of fulfilling expectations in terms of time and process. This is because an RTB platform has to go through the whole process of reading a bid request, interpreting it correctly, applying logic to determine the best price, responding with an auction value and if the impressions are won, delivering them in 100 milliseconds. Without this a DSP can give a negative ranking to a platform and stop supplying it with traffic.

A Key Certification
Rubicon is one of the pioneer firms in terms of blending technology applications and market intelligence into advertising sales. In fact, Rubicon Project—the firm’s main product—has one of the largest real-time and Big Data clouds on the market, since it processes trillions of transactions in milliseconds every month. MediaDesk and its RTB platform were recently tested and certified by Rubicon’s platform in a complex process that covered the following:

Definition of end points. Rubicon has end points in the east and west of the United States and in Amsterdam. Given the speed at which transactions need to be done, the platform’s hosting and the selection of the right end point are crucial, given that latency can affect response time negatively.

Functional test. Through this process, Rubicon certifies that the response formats supplied are the right ones and that the communication between all platforms is correct.

Latency test. The last step is testing whether the platform responds in the amount of time that’s required and this is in fact the defining test. From its end point, Rubicon sends thousands of bids per second that MediaDesk’s RTB system needed to process in the required amount of milliseconds (less than 100).

The whole process is done with the final platform since Rubicon doesn’t test or certify platforms in a preproduction stage. After the process, in just a few days, Rubicon added MediaDesk to its list of bidders and started directing traffic towards it. As such, since October 2013 MediaDesk has been processing campaigns with real-time bidding (RTB).

Besides RTB, Deeper Reach Was Reached
For media agencies, adding Rubicon doesn’t just improve the service that MediaDesk offers—it also expands our inventory considerably. Rubicon has further expanded the major sources of online ad inventory that MediaDesk already has, such as Yahoo’s Right Media, Google’s Double Click and OpenX.

As such, via MediaDesk media agencies can now reach 95% of the 300 million Internet users in Latin America and they have access to more than 130 billion impressions every month.

To find out more about how we can help you reach Latin America’s surging Internet market more efficiently with MediaDesk, please contact us.