In recent years, the advertising industry has faced unprecedented challenges with privacy and the proper use of data to shape its communication strategies. Tech segmentation tools seem to be evolving much faster than regulators, and one of the main needs of brands today is to connect with users in an efficient, safe and ethical way.
The buzz in Latin America is gaining momentum, among other needs, as big brands look to compete in the region, said Federico Nieves, CTO and co-founder of Retargetly.
“We see that security is a topic maintained by marketing teams. Regulations such as GDPR in Europe or LGPD in Brazil are increasingly important and relevant for companies. This leads us to believe that data management-oriented technologies are moving forward in the model is on the right track, with a focus on security and privacy,” he stressed.
Retargetly currently builds its technology in Latin America and works with global brands that need partners who understand local market behavior.
“We are a 100% technology company. All the equipment we offer is developed completely in-house. This is very important because it gives us the opportunity to always adapt our products to the markets in which we operate. Our products are tailored to the needs of our customers And development, today it’s completely bespoke,” explained Nieves.
Customer service has also become an engine of great results, he said. “Because we are local, we develop products hand in hand with our customers, we are very aware of the needs of the environment, and we can offer a different and very efficient service,” the executive emphasized.
In addition to this, there is the economic model provided by the company. According to Federico, Latin America is a special region because of its consistent status. “Nevertheless, we know how to make strategic adjustments to always look for opportunities to understand our customers’ needs and goals”.
Across Retargetly’s portfolio, you’ll find tools like DMP, Loop, IDX, and Smart Deals that enhance the ability to predict, aggregate, and build insights across the ecosystem through a deep understanding of audiences and their data.
“The industry is changing a lot. We are a technology and data company that helps advertisers, agencies and publishers use the best technology they decide. We believe there is no one proposition, and we are always looking to integrate, with new Tools are open,” Nieves concludes.