The publisher launched a trading desk in November to serve buyers. Using AppNexus and Google technology, Prisa is working with clients who want to extend the reach of their campaigns. Prisa uses its own data or third-party data to target campaigns for direct-response clients, though it’s starting to add in branding campaigns.
Prisa organizes its data in two places.
Its DMP, Krux, stores information about Prisa’s audiences that can be used for segmentation. That data is also funneled into Prisa’s larger data lake, which will be used by Prisa’s data science team to extend its advertising capabilities and speed up overall information processing.
Because Prisa expects premium programmatic deals to grow 200-300% over the next year, Lasheras is expanding Prisa’s current two-person programmatic team to include salespeople, ad ops and yield management staff specializing in programmatic opportunities.
“Next year, we are planning to have a 10-person team pushing for programmatic,” he said. “And all our salespeople will be trained to push private deals and private auctions.”
While programmatic is growing swiftly in Spain, the Latin American market hasn’t had its breakout moment yet. Trust, transparency and quality hamper buyers from expanding budgets, Lasheras said, so Prisa shares its insights about programmatic and hopes adoption follows.
“We are more in a phase of evangelizing in the Latin American market, and that was our status in the Spanish market two to three years ago,” Lasheras said. “We are pushing the market to activate more demand.”
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