Federico Nieves, CTO de Retargetly
For Federico Nieves, CTO at Retargetly to be part of the Network Advertising Initiative (NAI) give them international presence before global partners. “When we decided to join NAI, we did it for two reasons: To have validation in order to guarantee protection of users’ information, and also it serves as validation for great online marketing companies like Google, Nexus, among others, that we are a highly reliable partner” told PRODU. Argentina and Mexico are the biggest markets managed by the DMP and data exchange company, which purpose is to regionalize. “This year the company expanded and we opened an office with a Country Manager in Mexico, which has given us information about Latin America. Also we have recorded a lot of traffic in the Hispanic market. We have a rich base of U.S. Hispanic to sell information in the U.S.” One of the challenges he sees in the industry is the adblockers growth, and that users must be evangelized in programmatic. “We launched Mockinbird, a free plugin of open source that allows adblockers detection, and at the same time understands which are the ads that readers prefer.” Retargetly helps publishers, marketers and advertising agencies globally to achieve the best results through audience data management technology 100% owned.
