The State of Programmatic Buying in LATAM

While expectations and potential for the LATAM programmatic market
are high, it’s a young region in terms of knowledge of the space.
What’s more, an understanding of how and why programmatic should
be applied to marketing investments, in addition to identifying the right
partners to help with implementation, is an ongoing challenge.

In 2016, MediaMath commissioned comScore to better understand how brands and agencies in LATAM see the opportunity—and challenge—around programmatic and what they think needs to happen for the region to better adopt this practice of media buying. Read the report based on comScore’s interviews with 52 individuals from brands, agencies, publishers and tech providers in their database across Mexico, Colombia, Argentina and Brazil.