In recent years, the advertising industry has faced a challenge of privacy and the right use of data to develop its communication strategies like never before. Technological segmentation tools seem to have advanced much faster than their regulators and one of the main demands of brands today is to connect with their users in an efficient, safe and ethical manner.
According to Federico Nieves, CTO and co-founder of Retargetly, the buzz is gaining momentum in Latin America because, among other needs, big brands want to compete in the region.
“We see that security is a theme that is maintained in marketing teams. Regulations such as GDPR in Europe or LGPD in Brazil are gaining strength and relevance for companies. This makes us think that technology oriented to data management Moving forward in the model is on the right track with a focus on security and privacy,” he emphasized.
Retargetly currently builds its own technology in Latin America and works with global brands that need partners who understand how the local market behaves.
“We are a 100% technology company. All the equipment we offer is completely developed in-house. This is very important as it gives us the opportunity to always adapt our product to the market in which we operate. Our product grows based on the needs of our customers and today it is completely customized,” Nieves explained.
He says that customer service has also become an engine that has yielded great results. “Since we are local and we developed the product hand-in-hand with our customers, we are very clear about the needs of the environment and we can provide a different and very efficient service”, underlines the executive.
Added to the above is the economic model offered by the company. According to Federico, Latin America is a special region because of its constant status. “Despite this, we know how to adapt strategically to always look for opportunities to know the needs and objectives of our customers”.
Within Retargetly’s product portfolio, you can find tools such as DMP, Loop, IDX and Smart Deals, which strengthen the entire ecosystem capable of predicting, aggregating and building insights through in-depth knowledge of audiences and their data .
“The industry is changing a lot. We are a technology and data company that aims to help advertisers, agencies and publishers use the best technology they decide on. We believe there is no one proposition and we are always looking to integrate are open to new tools” concluded Nieves.