Last week we attended the Festival of Media Latin America in beautiful Key Biscayne in Florida. It was a packed house full of about 1,000 attendees, mostly agencies and brands, and the word on everyone’s lips was “programmatic.” Our Co-Founder and CRO Erich Wasserman gave a short presentation on the “triumvirate,” the relationship between tech, agencies and brands. He recalled the roots of the first DSP by MediaMath’s founders and honed in on the evolution of programmatic, explaining the many ways advertisers have for engaging with this way of media buying today.
Erich advised marketers to take control of their ROI by focusing on metrics that drive real outcomes instead of clicks, also noting that “the ecosystem is rewarded by robust competition” and that “programmatic has a mandate to expand across more of marketing communications.” As the technology enables marketers to make sense of multi-touch information about customers, the mission for data management is becoming much more important, and Latin America is only getting started, with major brands leading the way.
We expect the themes of outcomes-based marketing and the triumvirate to echo in the space throughout the rest of the year and into 2016, and we aim to stay at the forefront of those topics in Latin America and the rest of the world. We look forward to what the digital marketing buzz will be at FOMLA 2016 and hope to see you there.
