This week’s roundup brings the local acquisition of ad network boo-box by FTPI digital, which trades viral and blogs in Brazil; a recent survey by Deloitte showing that the Brazilian audience has concerns about sharing data with companies; and a new partnership between Nielsen and Amnet for social media metrics.

boo-box acquired by FTPI Digital

The big news of the week in Brazil was the acquisition of Boo-Box by FTPI Digital, revealed last weekend by Marco Gomes’, boo-box founder. With this, boo-box will be responsible for trading and managing the FTPI’s programmatic platform.

Marco Gomes (pictured right, with Guga Mafra, FPTI's CEO) is known as one of the youngest and most successful entrepreneurs in Brazil. He founded boo-box in 2007 when he was 21 years old, starting programmatic trading in the early stages of the Brazilian market. “We traded up to 50% of our inventory programmatically, and this is a high volume for a Brazilian ad network”, Mafra emphasised.

FTPI Digital is the company that sells inventory in a collection of digital blogs and viral websites in Brazil, such as Jovem Nerd, Catraca Livre, among others. They started programmatic trading in the beginning of the year — an experience which, according to FTPI’s CEO, Guga Mafra, demonstrated the potential of the publishers’ demands. According to him, the acquisition gives them digital capabilities, technology and skills to accelerate their presence in automated strategies.

Mafra forecasts that the acquisition will expand their reach, including 700,000 websites, 1,500 advertisers and 63 million users. He expects that in the long term this will reflect on competitive prices. Not to mention their intention to take programmatic to other media, such as radio and print.

“Programmatic is an important part of our strategy. Not only do we see it as a new trading method, but also a way to innovate and do advertising in a more efficient and interestig way”, said Mafra.

FTPI’s goal for 2015 was already achieved and he says the company wants to double its size next year.

The price of the acquisition was not disclosed. Both brands will be maintained.

Data Privacy: Brazilians don’t want to share so much…

Brazilian ad tech still has to overcome a barrier with the users about their personal data, especially in mobile. According to a recent survey by Deloitte, 24% of Brazilians are not willing to share their habits and preferences with companies, whereas 31% accept sharing some information — only if they can choose what is going to be disclosed.

The Global Mobile Consumer Survey analysed connectivity in different countries. Among the Brazilian interviewees, 20% accept sharing data with any company, as long as they can choose what to disclose. Only 17% agree to share all their data with online companies.

Deloitte heard 2,000 people between 18 and 55 years old, covering all geographic locations.

They also checked how consumers are exposed to campaigns in their mobile, asking them which are the kind of ads they remember the most. The majority of users recall mobile social media (35%). Email and videos are other campaigns that users mentioned seeing in their devices, 33% and 29%, respectively.

“Mobile advertising is an important and inevitable path, which will be stronger with analytics capabilities combined with location services”, commented Márcia Ogawa, leader stakeholder, Deloitte, Telco, Media and Tech division.

Nielsen and Amnet: another partnership, another metric

Trading desk Amnet and Nielsen partnered in Brazil to improve the Nielsen Ad ratings (former OCR). Using tags, the solution will allow measuring performance on Facebook using demographic, audience share, impressions, reach, frequency and GRP (gross rating points) reports.

Companies report that mobile data will be available early 2016. “Unique users' methodology adopted by Nielsen aims to strengthen programmatic trading in our market, because it brings advertisers to a higher level of understanding of the digital market”, said Marcio Jorge, general manager, Amnet Brazil.