Hernán Haro of Pulpo Media: US programmatic advertising exceeds direct buying budget

For Hernán Haro, general manager and CCO at Pulpo Media, the U.S. programmatic advertising exceeds direct buying budget, because advertisers consider it a better investment and the media has reassured them by displaying the process. Haro said to PRODU that the great U.S. media have lead the way and invited advertisers to be part of private bids. “This reassures advertisers, because is a way of saying: I’m inviting only some of you worthy of our publication.” He added that this scene helps advertisers “to know the context that will surround their ad and with who they will share space. Also they’ll know which creative person will work their communication.” He emphasized that Latin America forgoes an interesting process regarding the embracement of programmatic buying, but one of the main challenges of the region is to give up the fear of investing their budgets in these new tools. “It’s good to have the opportunity to watch what happens in the U.S. because this shows what’s coming next in the region. What I see in LatAm is Programmatic fear turning out to be a type of commercialization that only benefits advertisers, that it may end meaning the sale of residual inventory, settling at the lowest price what couldn’t be sold in a direct way” Haro said.