Argentina’s largest media groups forge private marketplace to maximize ad revenue
BUENOS AIRES – September 29, 2015 — Argentina’s largest media companies – Grupo Clarín, Infobae, La Nación, Perfil y Telefe – have teamed up to open their programmatic inventories within a new marketplace: RPA Media Place. And RPA Media Place has chosen Smart AdServer to handle its video and mobile formats.
Following in the footsteps of other private marketplaces such as La Place Media and Audience Square in France, and Pangaea in England (an alliance between CNN International, Financial Times, Reuters and The Guardian), the Grupo Clarín, Infobae, La Nación, Perfil and Telefe are together founding a Private Marketplace in order to maximize the benefits of automated advertising sales.
These groups are well-known to the general public,” said Alejandro Alvarez, CEO of RPA Media Place. “Each day their popular publications and broadcasts reinforce the trust of the public. All are safe for brands.”
RPA Media Place offers the Open Market, as well as Private Auctions, a premium audience inventory that reaches 93.6% of all Argentine web users according to ComScore, and which will be qualified by a DMP.
This partnership furthers Smart AdServer’s aim of returning control to premium publishers,” said Cyrille Geffray, CEO of Smart AdServer. “Our work will enable such publishers to benefit from the move to programmatic and to maximize revenue by way of the strategic mobile and video inventories that earn the highest CPMs.”
Almost all video and mobile formats (standard & Rich Media) that are sold directly by RPA Media Place publishers will be available programmatically.
About Smart AdServer:
By integrating functionality that enables auctions, forecasting, and custom ad units – including mobile and video – within its platform, Smart AdServer puts publishers back in control. Smart AdServer technology enables publishers to maximize yield in both premium and programmatic without spending on third-party vendors. Founded in 2001, now with offices in 10 countries, Smart AdServer works with more than 450 publishers around the world and is the privileged partner of premium media companies who emphasize their strategic autonomy, including Beyazperde Hi Media, Axel Springer, Tomorrow Focus Media, SFR, Orange, Le Figaro, Le Monde, IQ Digital, and L’Equipe.