Latin America has become a hot spot for mobile advertising, with forecasters predicting that ad spending in the region will grow at a faster rate than anywhere else in the world through 2019. Today, the cross-device identity firm Drawbridge is expanding into the market in a big way, partnering with Retargetly, a DMP headquartered in Argentina, to bring the Drawbridge Connected Consumer Graph to Latin America. The move is expected to help both companies capture a greater share of the region’s nearly $4 billion mobile internet advertising market.
“Latin America has great digital adoption, specifically with mobile devices, but marketers haven’t been able to get past the device to drive better experiences for consumers based on their whole identity,” says Brian Ferrario, vice president of marketing at Drawbridge.
Latin America has the fourth-largest mobile market in the world, but Ferrario believes there’s still ample room for growth for firms like Drawbridge.
“While martech adoption may not be at the same state in Latin America as it is in the U.S., the appetite for martech solutions in Latin America is extremely healthy,” Ferrario says. “These brands and agencies are at an advantage in some ways because they’re able to learn best practices and pitfalls from global vendors and partners.”
As an independent DMP and data exchange focusing on Hispanic audiences, Retargetly offers proprietary segmentation technology to publishers, marketers, and ad agencies. With the Drawbridge partnership in place, the company hopes to connect audiences across even more devices to deliver a more complete view of consumers to its clients.
Retargetly CEO Daniel Czaplinski says he anticipates that the partnership will enable his firm to offer new capabilities to clients outside of Latin America, including those in the United States, even while Drawbridge focuses on capturing a greater share of the Latin American market. Both firms are hoping to target brands and agencies through the partnership.
Drawbridge’s identity graph takes in signals across online and offline touchpoints to create a more holistic picture of consumers, which is valuable for marketers looking to deliver more relevant ad and personalized content while still enabling complete attribution.
While the first application of its identity graph was in the pure adtech space— being deployed into its own DSP for cross-device targeting and attribution—Ferrario says Drawbridge has continued to explore and expand the applications for data. Location now plays a huge part in these applications, he says. For example, marketers can better understand intent and map the purchase journey based on where consumers are physically located.
“Where we go and what we do is a major part of our identity,” he says.
Ferrario also sees Drawbridge as driving the intersect between adtech and martech, and even other categories with applications, including personalization, content management, product recommendations, authentication, and risk detection.
“Our stated goal is for the Drawbridge Connected Consumer Graph to become the global standard for identity data. As part of that, we’re constantly looking for meaningful new partnerships that bring our data into new regions, help apply it to new use cases, and drive broader adoption,” Ferrario says. “Our work with Retargetly is a prime example of how we’re making our graph available for brands, agencies, and enterprises around the world.”
Stephanie Miles is a senior editor at Street Fight.