What Do Ad Techs Expect For 2016 in Brazil and Latin America?

ExchangeWire’s final 2015 LATAM RoundUp surveyed leaders of the ad tech scenario in Brazil and Latin America on their predictions in the space for next year. Top-of-mind are some of the usual hot topics such as video, viewability and mobile, in addition to ad blockers and DMPs. Here’s what I shared with ExchangeWire from my vantage point as Country Manager of MediaMath Brazil.

“The local market is still valuing price over the platform’s quality and services. There is a unique characteristic of the Brazilian market: companies want to do all, aiming for more revenue. It will be hard for the market to grow in a scalable way if each player doesn’t get clearly which are their spaces and their technical capabilities as a differential.

We expect in 2016 that CENP keeps regulating the market. Transparency, viewability and ad blockers will remain dominating the talks. Video will keep increasing, as well as mobile campaigns. Another major point is the convergence between ad tech and mar tech, which has been happening overseas for a while and will finally get here.

First-party data will gain importance, and several agencies and advertisers have been working in their own DMPs. Consequently, companies which have been working as DSPs only should be replaced by integrated platforms. Lastly, currency rates are in favour of acquisitions, so we will see the market consolidating itself in this matter for sure.”

Read the rest of the predictions from other ad tech thought leaders here.