IAB Brazil to Invest in Government Relations; Kantar IBOPE & comScore Expand Deal in LATAM
This week’s LATAM Roundup brings IAB Brazil’s focus for 2017, which includes working in the country’s capital to influence law and regulation makers in favour of the digital ad industry’s interests; Kanter IBOPE Media and comScore roll out their partnership to other countries in Latin America; and Facebook invest in local solutions for content creators in Brazil during carnival.
IAB Brazil wants to be more proactive to the ad tech industry
Challenges for IAB Brazil in 2017 remain in the known area brought by the ad tech industry: fraud, ad blocking, privacy, mobile, video ad, viewability, and transparency. This year, though, under the leadership of Cristiano Nobrega (pictured below, president, IAB Brazil), the institution has a clear goal: be more proactive instead of reacting to digital media demands, being more agile, and invest on lobbying for the industry’s interests.
Cristiano Nobrega, President, IAB Brazil
From a structure standpoint, IAB Brazil’s management team will get closer to their committees and boards, creating more agility in decision making processes. Additionally, IAB Brazil are effectively working on public policies and government relationship approaches related to the digital media interested. “The increasing representativeness of digital media in the advertising budget creates a big exposure to topics which can directly harm our sector and our associates’ interests”, said Nobrega.
Even though he didn’t give any specific examples, it’s worth remembering that Brazil had remarkable events in the past months. Facebook’s VP in Latin America, Diego Dzodan, was arrested in March last year after the social network did not comply with a law request to disclose information stored on the platform, not to mention the several times in which WhatsApp services were blocked in the country after law requests.
IAB Brazil, headquartered in Sao Paulo, now have hired specialised consulting services based in Brasília, the country’s capital, in order to influence the agents involved in regulations in the federal sphere. Some of the main subjects on their radar are “the recent definition of ISS [local fee] related to ad transactions for internet publishers”, and privacy/personal user data concerns.
Kantar IBOPE Media & comScore close deal in Brazil
Kantar IBOPE Media and comScore announced the expansion of their joint deal to offer partners solutions in Latin America via a solution named ‘Target Group Index Clickstream’. The companies will offer combined data from Target Group Index and comScore’s MMX across Latin America, combining consumer segments and media data. Initially desktop-only, Kantar IBOPE and comScore expect to offer the solution for mobile platforms until the end of the year.
The goal is to offer geolocation, gender, age, buying power, browsing behaviour, and even offline information, such as shopping habits and credit card data, allowing marketers and advertisers to better plan and target campaigns.
The solution has been available for companies in Brazil since November, and is being rolled out to Colombia, Peru, Argentina, and Chile until the end of the year.
Facebook & Instagram offer Carnaval package in Brazil
It is known that Brazil is in Facebook’s top-three markets. The company is now offering local solutions targeting Brazilian advertisers, such as a content channel to guide content creators about how to engage their audience during Carnival, on 24 February.
Last year, during Carnival Bank Holiday period (which last from the previous Friday until Ash Wednesday), Brazilians had more than a million interactions on Facebook and Instagram. This year, the company is making specific best practices guides available about video features, such as Facebook Live and Instagram stories, as well as 360 videos. Publishers, events organisers, and celebrities are among their targeted customers group.
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