AppsFlyer Debuts in Brazil; Adsmovil & Moat Announce Partnership Around Viewability

In this week's LATAM Roundup, news about another company starting Brazilian operations: AppsFlyer, Adsmovil, and Moat announce partnership aiming for better viewability metrics in the midst of transparency demands in Brazil; MediaMath's new general manager, Mario Rubino, emphasises the company's investment in forming skilled workforce in Brazil; and, finally, Posterscope Brazil wins important out-of-home media contract in the Brazilian market.

AppsFlyer starts Brazilian operations

AppsFlyer started trading in Brazil after confirming a contract with the local publisher OLX, a marketplace in which people and retailers can sell several items and services. The mobile marketing attribution platform has recently opened their first headquarters in Latin America in Buenos Aires, Argentina, where the leader of the regional operations, Daniel Junowicz, is based.

Their platform is connected to 1,900 ad networks worldwide; and, being an official Facebook, Google, and Twitter partner should boost their initial moves in Latin America. The company claims to have analysed USD$4bn (£2.8bn) invested in mobile.

Adsmovil joins Moat in viewability partnership

Adsmovil and Moat announced a partnership earlier this week aiming for better viewability metrics for their clients in Latin America. According to the companies, the deal happened as a result of local requests for more transparency in digital ads campaigns.

With joint efforts, Adsmovil’s goal is to obtain viewability above 75% in their campaigns.

MediaMath invest in education to sustain growth in Brazil

Mario Rubino, recently nominated general manager for MediaMath Brazil, emphasised the company’s investments in education in an interview with ExchangeWire Brazil. The investments aim to sustain their growth in the country, one of the 13 locations in Latin America where MediaMath has operations. According to him, Brazil achieved the biggest increase in revenue compared to the performance of MediaMath worldwide.

“The past two years represented a spectacular growth for the company. We are excited about this and we want to keep increasing the numbers”, Rubino said. He expects the country will surpass Mexico and soon be the largest market for MediaMath in LATAM. The North American country has advantages due to the rapid growth of trading desks.

Fernando Juarez, general manager, MediaMath Latin America, affirms that Brazil is creating a lot of opportunities for programmatic, yet has challenges of a “knowledge gap” about new technologies. The company has recently opened their New Marketing Institute in Sao Paulo to help advertisers and agencies learn and keep up with the pace of ad tech.

“It is part of our goal to form skilled people to work in this market. The interest in this initiative is impressive”, said Rubino. He also acknowledges the market is more concentrated, with some competitors stepping back. “Our mission is to keep serving our clients well. The digital ad market is getting interested in programmatic, and digital investments are migrating to programmatic."

Posterscope Brazil gets Seja Digital’s OOH contract

Dentsu Aegis Network’s OOH branch in Brazil, Posterscope, will be responsible for the Seja Digital campaign in Brazil. The contract is one of the biggest of its sector, Seja Digital is an entity formed to inform the Brazilian audience about the permanent migration of the television signal from analog to digital.

“The shutdown of analog TV in Brazil and the opening of the 700MHz sign will allow a better TV quality, and also the expansion of 4G services in the country. We are happy to participate in this important campaign”, said Marco Antonio Pereira de Souza, president, Posterscope Brazil.