Last year was a strong year for Publya Trading Desk. The Brazilian company based in Florianópolis began to concentrate its commercial activity in the South market and in São Paulo and achieved an extensive growth throughout the Southeast, Northeast and in the main capitals of the North of the country. Its greater reach and wide presence along with the maturation of the market and expansion of the income in places that already worked previously, brought a growth in its turnover of 60% in 2017.

Now, with a performance already consolidated nationally, the company has in the international expansion for Latin America its new commitment, as explained by Luiz Kozma, CEO of Publya. "We are expecting a growth of 30% in 2018 and we understand that the expansion work will contribute to the expected growth for that year and, mainly, throughout the next year, where we will begin to reap more results."

Luiz Kozma, CEO Publya

Chile was the first country chosen to fulfill the challenge of internationalization, which has other countries in the region on the radar. Even without a local office, the trading desk had already executed more than 20 campaigns for clients in the country, which today is fertile ground for innovation and technology - so much so that the startup scenario in Santiago was nicknamed by Chilecon Valley's global investors, a extension of Silicon Valley.

In addition to the confirmation of demand for the services offered, Artur Pereira, partner and director of international expansion of Publya, and responsible for leading the process, highlights that the Chilean market is experiencing a moment of consolidation of programmatic marketing: agencies and advertisers have knowledge and are open to testing the model offered by the trading desk, while virtually all major local publishers already offer inventory programmatically.  In general, all deliveries of the campaigns currently occur in qualified sites in the country.

Added to this, the executive points out that the choice for Chile is also due to the similarity with the language and issues related to the ease of opening a company. "We knew that entering a new market would bring us innumerable challenges and we did not want the bureaucracy to be one of those obstacles. This strategy was successful, the process of opening the company was very simple, in 15 days we were already with a constituted organization ".

According to her, the Brazilian market today is in a moment of ascent. However, despite the clear evolution, she believes that many brands and agencies still do not have a marketing strategy that can enjoy the real potential that the program can already offer.

"Today in Brazil, technology is already at the forefront of the strategy. That is, we have many possibilities for segmentation and platforms such as DSPs and DMP that offer many opportunities - which do not manage to be fully exploited by digital planning, which in most of the time is not yet born oriented to the programmatic purchase. Thus, she analyzes that this is one of the main challenges of commercial transactions: not only to execute but to help clients and agencies to plan and evolve also in what refers to the strategy of the brand.

In this scenario, Publya takes carona in some rapidly rising trends, such as the growth of audio inventory, connected TVs and out of home for the programmatic purchase. However, the executive reminds that these are still isolated initiatives, but that they demonstrate an increasingly integrated future of media buying.

"We believe that the future is the adoption of a programmatic thinking on the part of all professionals who think about media and communication, not evaluating programming as an isolated strategy or campaign," says the head of planning.

Inés Pimpón, Head of planning at Publya

 The law of data protection is a necessary step just for the advance of data-oriented advertising in the world. We interpret it as a beneficial measure to charge an ethical performance of all the actors in the market and for those involved to work in order to deliver a more assertive, transparent and less evasive communication. About the election, I think we live in Brazil a new unpredictable chapter. The new scenario should be accompanied with caution, to avoid the mistakes that occurred in the North American elections. Charging transparency of execution, payment and disclosed messages is essential so that the new scenario is not tainted by fraud and fake news propagation - which in this case will have a direct impact on the results of the elections.