Argentina’s top five media companies, Infobae, Grupo Clarin, La Nacion, Profile and Telefe have joined forces to launch an online advertising platform, including premium segment targeting, using the Cxense DMP (Data Management Platform).
The company RPA (Real Premium Audiences) Media Place offers a new way of advertising in online media. From now on, advertisers will go to one place to buy advertisements in the five largest media groups in the country. RPA Media Place has unprecedented reach in the country, covering 93.6% of users in the digital market (source ComScore).
The combined group is working together to gather audience data to enable highly valuable targeting and engagement rates. The new offering will allow advertisers to select audiences, geographies and publisher content to target programmatically rather than just buying standard ad placements.
A key advantage for advertisers is that the company will work with the five top newspaper groups, so brands will know that their ads are placed in a premium context and reach the kind of audiences they are targeting.
To reach these specific audiences, RPA Media Place has turned to leading technology providers Rubicon Project (automated buying and selling) and Cxense (Cxense DMP) for data management and segmentation.
RPA Media Place will enable almost all formats sold on the publisher sites to be purchased programmatically. This includes traditional IAB formats, Rich Media, Video and Mobile, including positions in the first scroll.
South American media leaders such as Grupo Clarin in Argentina, Su Target in Colombia, ANJ in Brazil and PeruRed in Peru trust Cxense technology to optimize their user experiences and increase digital revenue.