LATAM News Roundup of the week: Agreement between Teads and Globo Publications expands the Clean Advertising ecosystem and guarantees quality in scale for advertisers; MediaMath is now connected to "Connect", ROIx programmatic solution; Tradelab launches real-time mobile optimization technology The partnership between Teads and Globo Publications.  

The Teads media platform and the Globo Publishing Group have signed an agreement to expand the distribution of native advertising on the group's sites. Thus, Teads expects to increase Publisher's monetized inventory with the inRead format, which inserts advertising between editorial paragraphs. The partnership covers the publisher's main sites, such as the online version of the business newspaper Valor Econômico, the Extra journals and O Globo and the portals Época, Época Negócios, Marie Claire, Crescer, AutoEsporte and Galileo, and the Condé Nast magazines such as GQ and Vogue.

"By bringing the Globo Publications Group to our portfolio, we have a significant increase in our inventory," said Fabricio Proti, Executive Director of Teads in Brazil. The executive also noted that a growing number of advertisers have been choosing Teads as an alternative distribution of branding campaigns in high-quality environments.

For Tiago Afonso, Director of Commercial and Digital Development of the Globo Publishing Group - formed by Editora Globo, Infoglobo and Valor Econômico, the partnership also improves the group's advertising offer, with formats that value the user experience and consumption product information and advertiser brands. "Our priority is always to offer the best content and services to our readers."

MediaMath partners with ROIx

MediaMath is now intertwined with ROIx's "Connect," a programmatic solution that combines premium media inventory with qualitative data and enables the purchase of a targeted audience faster. The solution enables you to buy audience programmatically with the media and aligned data and acquire, through MediaMath, video or display inventory along with quality data.

The partnership between MediaMath and ROIx helps to boost campaign results by combining inventory data with proprietary customer data (First Party Data) and Matched Data. According to Fernando Juarez, Managing Director Latam of MediaMath, the programmatic solution simplifies the process of launching a campaign.

"With Connect, MediaMath customers will be able to enjoy the reliability of our technology and the ease of building their campaigns using premium inventory." John deTar, CEO of ROIx, explains that Connect has come to revolutionize the market.

"We are taking the programmatic to another level. Guilherme Soter, CFO of ROIx also comments: "Now you can create sophisticated audience segmentations, set budget, frequency, creatives and all other setups in one place."

Tradelab announces real-time mobile optimization technology

Tradelab has developed the Moment Marketing Optimizer (MMO), a programmatic media buying algorithm for mobile based on micro-marketing momentum strategies. From it, the advertiser can predict the best opportunities to impact on the cell phone during the journey of the consumer.

Testing since February in Europe, the MMO has delivered positive results for mobile-targeted campaigns. According to ad tech, in more than ten campaigns, a 30% savings in the campaign budget was achieved, related to the decrease in the value of the CPA.

"It is an unprecedented product and we feel the need to bring it to Brazil, both for the significant growth of investments in the programmatic and for the very relationship that the Brazilian has with the mobile device - currently, the number of smartphones in the country exceeds by 10 millions of inhabitants, "said Essio Floridi, Managing Director of Tradelab.

Based on important criteria, the MMO analyzes the data of a campaign and crosses them with the profile of the consumer, generating a greater contextualization for each user. In addition, the tool uses these standards to predict the best moments of programmatic buying for mobile campaigns, allowing targeted audiences to see ads at times relevant to them, leveraging the advertising message.