The advent of digital media has greatly increased segmentation of content, and hence segmentation of the consumers who view it. Our online activity leaves many clues as to what kinds of segment each one of us belongs to, and on platforms like Google and Facebook they are not even clues, but facts that we actively dictate to the system.
Even before the Facebook-Cambridge Analytica scandal, a common trope among internet users was the idea that Facebook, Amazon and Google will soon get to a point where they know what we want to buy before we do.
No doubt, the scandal led many people to assume that these firms already have that capability, but for most other advertising firms that is still science fiction.
The bigger issue for them – and the sites or publishers that sell advertising space (inventory)to them – is being able to prove which site or ad impression was responsible for influencing a customer’s purchase decision.
This is where the potential for using data analytics and big data management tools is most obvious, and these technologies are now being incorporated into the bidding platforms that enable programmatic advertising, automatically pairing up digital advertising content with the sites, or site users, that are best suited to it. While the presence of Google and Facebook is as strong in Latin America as anywhere else, the region does have some powerful homegrown ad exchanges and programmatic platform operators, including Colombia’s Adsmovil, which is now the number three mobile advertising platform in the US.
- The Right Message to the Right Audience
- Digital takes Center Stage
- More Digital Means More Programmatic
- Analytics Touches on Multiple Aspects of Adtech
- GDPR Adds Weight to Self-Regulation
- Adiós Adblockers?
- Do it Yourself
- Sell to the Person or the Device?
- Video is where the Eyeballs are
- Advertising as Entertainment
- Globally, Digital Has Overtaken TV
- But TV Still Reigns in LatAm
- Smartphone Penetration in LatAm
- Time Online: Mobile vs Desktop