RPA Launches In-House DSP; IgnitionOne Debuts in Mexico

This week in the LATAM Roundup: The Argentinian publisher co-op RPA announces an in-house DSP aiming more flexibility for local advertisers and agencies; IgnitionOne opens local headquarters in Mexico; Brazilian digital platform developer Hive creates an area to deploy and sell martech solutions; and, finally, Global Data Bank reveals numbers of their first eight months in Brazil.

RPA creates their own DSP

Real Premium Audiences (RPA), the published co-op in Argentina, announced new offers to advertisers and agencies aiming to expand their reach in the market. Among the launches, their own dedicated DSP.

The DSP covers the entire inventory, grouping 57 websites part of the publishers alliance, claiming to reach 90% of the Argentinian internet market. According to RPA, the goal of their in-house platform is to make it easier for advertisers and agencies to buy programmatically, simplifying workflows, and optimising the algorithm for decision making. They will offer real-time auctions and will generate integrated media reports, in a secure environment during the entire campaign.

RPA also offers unlimited budget campaigns in desktop, mobile, and tablets. “With this solution, any agency or advertiser can try premium programmatic media buying in two ways. They can have a licence and operate it through their own teams, or a solution that provides a managed campaign by RPA teams based on the goals the clients or agency provide”, said Alejandro Alvarez, CEO, RPA, in a statement.

IgnitionOne debuts in Mexico

IgnitionOne launched last week their Mexican operations, led by Fernando Gimenez Nogueira, former managing director Mexico for US Media Consulting. The local offices will support the Latin American hub, alongside the Brazilian offices in Sao Paulo.

The company decided to establish their local offices in Mexico City, motivated by the fast-growing sector, which has been enhancing digital platforms for optimising and managing campaigns. They are looking for opportunities to extend their current contracts with international companies, mainly in travel, insurance, and the automotive industry, with which they have deals across the world and might be interested in local campaigns from their Mexican operations.

eMarketer estimates that Mexican digital spending will reach USD$1.9bn (£1.46bn) this year, or a third of the total ad spending in the country. The figures should grow by 200% until 2020.

Hive creates MarTech area

Hive Marketing Technology, a Brazilian digital platforms developer, announced they have formed a team focused exclusively on MarTech solutions, aiming to get a slice of the automation market in Brazil. Their division already has three operating platforms: Beebots, Beepos, and Promotag, related to chattiest, member acquisitions and online promotions, respectively. They hope the area will achieve revenues above R$1.5m (£351k) this year and increase to around R$4m (£936m) next year.

“Our solutions focus on intelligence and delivering solid results, measurable by our clients. The number of companies understanding that marketing solutions are more about results and less about `showing off` is increasing”, said Mitikazu Lisboa, CEO, Hive.

Lisboa says that the move comes in a moment in which several sectors such as retail, food, beverages, and automotive industries are understanding that it is hard to keep competitive without an effective use of technology.

Global Data Bank reveals numbers of their first 8 months in Brazil

Global Data Bank (GDB) data management platform presented earlier last week their first numbers in Brazil, after announcing local operations eight months ago. They have achieved 52 clients and 120 brands in the country, reaching financial, automotive, retail, and consumer goods sectors.

“We had good feedback because we make it possible [for our clients] to use their data on a large scale. Another differential is the free entry and participation: we only charge 5% when data usage is activated in campaigns”, said John DeTar, founder, GDB. According to him, this billing method allows companies using data for different online campaigns.

GDB aims to keep increasing the number of clients and reach R$16bn (£4.4bn) in revenues in their first year of operations, according to an interview with ExchangeWire Brazil in January.