Azteca Digital: Google and Facebook take 80% of the digital programmatic market

In the context of the panel The Future TV and Multiscreen Advertising in FTA TV, Emilio Aliaga, VP and General Director at Azteca Digital expressed that Google and Facebook are each taking 40% of the programmatic digital market and the rest is fighting over the remaining 20%.

According to Gerardo Vélez, Head of Entertainment Alliances for Latin America at Twitter expressed that the platform is not yet handled in a programmatic scenario. “We are not competing for the eyes on television screens. We are more aimed to packaging Premium opportunities for our bands. We must make our clients’ pockets grow and increase brand presence,” he said.

In terms of personalization and tracking, Aliaga mentioned they are the essence of the digital world and where TV is heading. “You have to know who your user is”.

According to Marcelo Liberini, VP of Digital at Caracol TV, it is necessary to raise awareness on the information users to deliver in the digital environment and in exchange for what. Vélez agrees that it is necessary to protect brands, expand measuring mechanisms, that is not the simple reach. “We work more with publishers to have contents that are safe for our brands. Reaching the right user in the right moment,” adds Vélez.

Liberini said it is necessary to realize that content costs. “If we do not raise awareness at all levels that the world of media is financed by advertising, the world of content will come to an end. If we do not balance the purchase of OTT contents, we will lose our essence,” he said.

According to Aliaga, in the current scenario, pay TV has the most pressure and he feels that open TV is recovering. He mentioned the case of La Academia, which was a leading trending topic in Mexico during the 14 weeks of the reality. He said the goal is for 30% of the resources to come from digital (it is currently 15%).