In this week's LATAM Roundup: AOL Brazil introduces First Look Guaranteed aiming to drive international markets; Appsflyer and Adsmovil partners in Brazil and integrate their solutions; Brazilian Hands deploys their own MDM platform; and, finally, Taggify reduces customers' complaint by 90% with antimalware integration.
AOL Brazil introduces First Look Guaranteed hoping to lead international markets

AOL Brazil announced the availability of First Look Guaranteed in their inventory in Brazil. Starting this month, the company will make it possible for advertisers to buy inventory programmatically in specific time intervals.

AOL expects that the Brazilian market will lead the international market, in a different move. “France, Canada, and the UK have started testing it in their markets using our model as a case study. The most interesting thing is that normally Brazil follows other countries, but this time we’re doing the inverse way”, said Vitor Bellote, programmatic manager, AOL.

Advertisers can also buy less than 100% impressions, with quotas starting at 30%. The technology has been tested in Brazil since May, in MSN’s homepage, claiming to reach a third of Brazilian internet users. Last August, other local companies, such as Avon and the local e-commerce retail group B2W (Americanas, Submarino, Shoptime), also tested the technology in their campaigns last month.

Adsmovil partners with AppsFlyer in Brazil

Adsmovil announced a partnership with AppsFlyer, a measuring platform for mobile ads, operating in Brazil since July. With the deal, Adsmovil's apps and clients will have access to the AppsFlyer CPI solution. Adsmovil’s DSP will be totally integrated with the attribution platform developed by AppsFlyer, aiming to achieve better performance and accuracy, as well as measure lifetime value, user loyalty and return on investments more effectively.

AppsFlyer claims to measure more than US$4bn (£3bn) in ads investments every year, covering 10,000 advertisers across the world and 200 billion mobile interactions a month. “Our partnership aims to offer more possibilities for local advertisers in the region, delivering the data and analysis they need to make more effective campaigns”, said Daniel Junowicz, general manager, AppsFlyer Latin America.

Brazilian Hands deploys their own DMP in the local market

Earlier this week, Hands, Brazilian company focused on mobile, presented their MDM (Mobile Data Management) solution, targeted to advertisers who want to create clusters and audiences based on mobile users behaviour. It uses geolocation, apps, web browsing history, and wifi hotspots.

“The mobile world has its own characteristics in several areas, specially in audience segmentation. During the planning stage of campaigns, we missed a specific platform which was able to take advantage of the entire data and information that smartphone and tablets capture”, said João Carvalho, CEO, Hands. He claims that it’s the first purely mobile DMP in the local market and geolocation is the key differentiator of Hands’ MDM.

Taggify reduces customers' complaint by 90% with antimalware integration

Taggify announced a 90% decrease in user complaints after integrating GeoEdge’s antimalware and quality solution into their SSP, which is now connected to 30 Ad Exchanges and media sources.

With the integration, Taggify solutions achieved a layer of protection of malwares targeted to video, mobile, and display campaigns. According to the company, the main issue before integration was the retargeting to error pages and video ads with automatic audio play — both covered by the new integration.

The integration is part of a security protocol that Taggify have implemented in order to provide higher quality and safer ads.