Lourdes Losada, directora de Programmatic de Adsmovil
100% of the digital advertising efforts should be put on mobile, because is the medium we always keep at hand and enables to know everything about us, said Lourdes Losada, Programmatic Director at Adsmovil, during a breakfast talk with agencies about programmatic held in Buenos Aires. She added that the industry faces several issues including viewability and fraud. “Achieving 100% of viewability is impossible, but is a challenge for us to keep 80% of standards. To get there we have more than six months analyzing all the impressions that run across our DSP, we partnered with two important companies and worked a lot with publishers in order to increase our viewability levels, and our fraud tolerance reached less than 1%” she explained. For Losada, in order to make an impact in mobile what matters the most is developing interesting and relevant formats for specific clients, and that currently the challenge is to move some of the TV investment percentage to mobile, because this is the screen always at hand and of choice, and it’s also more effective and measurable. She added that increasingly we’re seeing more agencies and marketers devoted to mobile. In the past, for most of them it was the same to advertise in desktop or mobile, but now they are moving part of this investment only to mobile. “What matters is to give relevant content to the user” she concluded.
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