Adsmovil last week announced the launch of its audience data platform, ‘Adsmovil Personas,’ which will allow brands and agencies to target U.S. Hispanic audiences via decoupled data from their DSPs. Adsmovil has a direct relationship with more than 1,200 Latin American, Spain and US Hispanic publishers.
The audience data platform from Adsmovil enables brands to customize U.S. Hispanic audiences by leveraging profiles with more than 500 data points from partners that provide transactional, location, and behavioral data (including Kantar, Shopcom, AmeriLink among others). These newly created audiences can be distributed to DSPs in a matter of minutes.
“One of the biggest drawbacks that we see in the market is the technique used to identify U.S. Hispanic audiences since in most cases the approach is probabilistic based on merely census data and language browser settings. Our approach is fully deterministic based on the publishers the user is visiting, the frequency, and the time spent,” says Alberto Pardo “Banano,” CEO of Adsmovil.
Adsmovil says audiences are refreshed and cleaned every thirty days to ensure the profiles are up to date. Each of these users is linked to a common unique identifier allowing brands to impact them not only through mobile campaigns but also on the desktop and digital TV.
“We’ve had numerous requests from trade desks if we can decouple our data from media and there are many competitors in our space that can only offer probabilistic data via media campaigns. Our data product launch is the first of its kind in the U.S. Hispanic space and we’re very excited to offer true, enriched profiles at scale to our brand and agency partners,” says Andrew Polsky, CRO for Adsmovil.