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ARTICLE

The Reign of Programmatic

November 25, 2016 — by Catherine Archer    

“It no longer makes economic sense to send a message to the many in hopes of persuading the few.”—Lawrence Light, former CMO, McDonald’s

Marketers are excited by the opportunities to interact with consumers across channels and devices. Increasingly, they are realizing the power of programmatic—the automation of process and decisions, driven by data and powered through machines, to deliver business outcomes. But in a landscape like Brazil, with economic uncertainties and lack of market maturity, how do marketers start to harness the full power of technology-enabled media buying?

In August, our CMO Joanna O’Connell presented on “The Reign of Programmatic” at the IAB Brazil Adtech and Data Summit. The crux of her speech was that Brazil can open itself up to the same transformation that allowed programmatic to become mainstream in the US. Namely, it was the areas of media, data, intelligence, talent and platforms that opened the door to the buy-side shifting from publisher-driven to marketer-driven, from guesses to true audience targeting and from siloed to unified media execution. To learn more about how O’Connell recommends Brazil take advantage of the programmatic opportunity, watch the full video of her presentation here.

Catherine Archer

Catherine Archer has over 15 years of marketing experience, having worked in global corporations in Asia-Pacific, the United Kingdom, the United States and Brazil such as ThoughtWorks, Marcus Evans Group and Inter-American Development Bank, among others. She graduated in Advertising & Marketing from PUC-MG in Brazil, and obtained international certifications at Valencia College in the US and Birkbeck University of London. In 2015, Catherine joined MediaMath as the Marketing Director for Brazil and in 2016 was appointed as the Marketing Director for Latin America.