LATAM's Roundup this week brings the following stories: RPA closes a deal with Uruguayan media companies, bringing the publisher co-op to the country and putting international expansion in the pipeline; Zoomin.TV and Rubicon Project join forces in an integration for video ads; AOL Brazil reveals numbers during the Black Friday; and Teads claim to have achieved non-fraudulent metrics 33% above the average in Latin America.

RPA Media Place close deal with Uruguayan publishers

The publisher co-op Real Premium Audiences Media Places (RPA) announced a deal with publishers in Uruguay. The company will also offer the inventory of Uruguayan publishers, such as Canal 10, El Observador, El Pais, Monte Carlo TV, Montevideo Portal y Teledoce.

“There is more and more interest in buying ads programmatically; and Uruguay, as Argentina, is evolved enough to try the platform”, said Alejandro Alvarez, CEO, RPA Media Place.

According to Alvarez, RPA’s goal is to keep expanding in the region. The main object is to grow by 100% in 2017, operating in four countries in Latin America. “I’m convinced that RPA is able to expand their brand, both locally and regionally, and able to set more premium alliances in the main Latin American countries. Uruguay is one of our main bets in that direction”, said Alvarez.

Zoomin.TV & Rubicon join forces in video campaigns

Zoomin.TV announced an integration with Rubicon Project in order to increase the offer of video premium online inventory in Brazil and Argentina during 2017. The deal establishes that both companies will offer video inventories together.

Zoomin.TV are aiming to increase their video inventory by 33% via Rubicon’s premium platform and, consequently, achieve 40 new advertisers as clients. The joint inventory is already available in Brazil and should be available in Argentina very soon.

The integration is part of the company’s strategy in the Latin American market, with great potential in video ads in the coming years. “In 2016, Zoomin.TV tripled our revenue, hired 12 new team members, and delivered more than 200 million ad views. Also, we have became one of the biggest companies in Brazil in online video”, commented Paulo Leal, general manager, Zoomin.TV Brazil.

AOL Brazil reveal Black Friday numbers

AOL Brazil revealed their numbers to ExchangeWire Brazil on Black Friday. There were more than 40 million unique users impacted on the date, and more than one billion auction purchase opportunities in ten days during the Black Friday operations.

“It was the first time that AOL made available in programmatic guaranteed a package of AOL & Microsoft inventories. During this initiative, we’ve followed up all advertisers, emails, including updating them with average value price of auction bids and numbers of purchases and participation”, said Vitor Bellote, programmatic manager, AOL Brazil.

The company worked with IAB standard formats, but also rising stars such as billboard, made available through specific deal IDs. An exclusive auction gave access to both Microsoft, but also Marketplace AOL Brazil, inventories.

Teads present results of auditing: 33% above average in visibility

Teads have celebrated 43.4% of Human Visibility and 3% of Invalid Traffic (IVT) metrics in Latin America. Numbers come from a report made my MOAT, using benchmarks for comparison and revealed last week in the midst of claims of bot traffics in the region.

Comparing to the market standards, Teads claim to have visibility rates 33% above the average, not to mention an IVT 93% higher.

“With an increase in fraudulent traffic, the ad industry should require more transparency when buying advertising”, said Eric Tourtel, SVP, Teads LATAM. According to him, non-human traffic represents 1% of Teads campaigns, below the worldwide average of 9% when considering programmatic deals.

(Edited on Dec 26 to amend Zoomin.TV and Rubicon Project integration, not partnership)