Charly Suarez, Client Service Director, Mindshare México
How easy it used to be to buy media! Or at least it seemed so.
We liked to think that the current digital ecosystem was ushering in an age of industry simplification, where, in theory, it would become increasingly simple to build a media plan working with the titans of the industry, Google, Facebook and Amazon, and a group of DSPs sweeping oceans of data to feed our DMPs (that’s demand-side platforms and data management platforms).
The reality is that the digital media world is an industry that complicates itself every time it seems about to be simplified. Just when we thought we could measure and control almost all the variables influencing brand ROI, we found issues that led the industry into discussions on viewability and, later, brand safety. Today, in a world in which it is easier than ever before to buy media, we encounter increasingly complex challenges, like how to figure out how much invalid traffic actually exists and, more complex still, how to control it. Simplification and complexity go hand-in-hand.
We see are now seeing the arrival of a new kind of “complex simplification”. If we could remove all fraud from the media-buying equation, digital media performance would grow exponentially, because we would only be buying real impressions. Today the buzz is around solutions like ads.txt that work on the promise of being more trusted marketplaces, whereas we are really still just talking about the need to secure real users on real sites.
In an effort to move toward more trusted marketplaces, we are also hearing conversations about cryptocurrency technologies, like blockchain, where user transactions and other data are encrypted and not susceptible to manipulation or modification. Theoretically, this encryption facilitates direct communication between marketers and consumers. Imagine the changes that this simplifying technology could have on the digital relationships between people and brands, without the need for aggregating intermediaries or third-party analysts. And how do these changes affect the relationship between marketers, agencies and consumers?
So, what does this have to do with Latin America?
How vital is it for brands to engage in discussions like this in Latin America? The answer is: “very”. If a brand marketer isn’t talking about these topics yet, he or she is neglecting the care of their brand and its future relationships with consumers. These concerns have sped across the globe, and they are already relevant here.
Simplification in our industry is synonymous with easy access to consumers, greater control of information and the ability to add depth to our data analyses. However, rather than just simplifying a media strategy or plan, technology also adds transparency and the capability for us to transform media conversations into dialogues about business values and shared results. And those conversations will support brand growth in Latin America.