Programmatic buying and selling is growing rapidly in the LatAm region and publishers are defining the right way to adapt their organization to this new model.
Smart AdServer is working hand-in-hand with publishers to smooth the transition and help create a consistent strategy between direct and programmatic sales. This is the case with Clarín – the leading media group in Argentina and one of the most important in the Spanish-speaking world.
With Damián Parrino, Technical Account Manager in Argentina, we had the chance to interview Diego Cormio, Head of Digital Development at Clarín. He presents his vision of the programmatic market in Argentina and the strategy of Clarín.
What is the state of Real Time Advertising in Argentina?
Real Time Advertising is pretty advanced thanks to Google and its Adsense service, which we could say, was the first in the region to enable ad buyers to bid for an inventory. Google has a huge reach of Argentinian websites and has thus moved this inventory into Google AdExchange, which guarantees good fill rates, but not so good CPM’s.
Which trends do you predict for the next 6 months? And the next 2 years?
What will ease the adoption of RTB in the future?
I think RTB is growing very fast. The appearance of numerous DSPs (Demand Side Platforms) makes it easier for buyers to embrace programmatic buying. Moreover, ad placements, where programmatic impressions are delivered, are getting more transparent and more reliable; buyers are then more confident and more likely to increase their programmatic spending. Automation (through platforms) enables them to reach their target audience in less time and with less effort.
To what extent is Clarin taking advantage of this RTB opportunity?
We have been trying several platforms, because we’re convinced the best way to learn a technology is to try it. That’s why we really pay attention to anything that happens in the digital ecosystem in order to be able to face today and tomorrow’s challenges. In the 2 years we have been working with programmatic platforms we’ve found opportunities we didn’t imagine at first. We grow in this business every year, helping the programmatic growth in Clarin.
To what extent have you been assisted by us, at Smart AdServer?
What do you think about our integrated RTB+ ad serving platform?
Smart AdServer platform suits us perfectly because all our digital properties are integrated.
It’s very easy for us to make available any part of inventory to programmatic demand and allow Smart AdServer RTB+ to monetize in countries where we have limited sales resources.
Technically speaking, it’s very easy to work with Smart AdServer, since their RTB ad calls don’t include any “passbacks” [NB: all demand sources are simultaneously called by Smart AdServer RTB+] and everything gets done in a quick & simple way.
As Smart AdServer RTB+ solution grows with more DSPs (that bring more bids and drive prices up) we’ll surely be moving more inventory to RTB+ to get higher revenues. I’ve no doubt that platforms such as Smart AdServer should increasingly aggregate more supply side inventory and connect it to a bigger demand.
