Latin America is a dynamic programmatic region, as we reported in our study last year with comScore, The State of Programmatic Buying in Latin America. Despite lower spend relative to other markets, programmatic buying in LATAM is expected to increase four-fold by 2019. Catherine Archer, our head of marketing for the region, recently spoke with ExchangeWire about trends in the programmatic market for 2017. Here’s what she had to say.
“MediaMath have been in Brazil since 2014. We were one of the first companies to put our cards in the local programmatic market. Two years later, we ended 2016 with great progress.
“Not only did we see our revenues increase by 200%, but also our team grew, our headquarters are new, and the market matured. We know that the topic still brings doubt to a lot of professionals, but we’ve seen an evolution, so far, and we were part of it.
“We brought the New Marketing Institute to Brazil, presenting the most innovative practices in the global market, and prepared a market study in Latin America. In 2017, we are very optimistic. Programmatic media should conquer more space. I don’t mean only our growth, but the whole sector and opportunities for the next years.”
For more data on how the LATAM region will evolve in 2017 and beyond, check out our programmatic trends infographic.