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BizReport : Advertising : August 30, 2013

Headway Digital launches data for emerging markets

Okay brands, time to get your metrics on - outside of your existing comfort zone. In this global economy a growing number of businesses are looking outside their region or city to find new customers. One platform is helping, by offering metrics for those emerging markets.

by Kristina Knight

This week Headway Digital, a global media trading desk, launched DataXpand, offering data driven insights into emerging marketplaces of Latin America - places that have a huge uptick in online and mobile consumers as well as expendable cash for new goods.

"While Latin America remains behind the U.S. in terms of advertising spend, the gap is closing - and data-driven marketing is emerging fast," says Martin Kogan, Co-Founder and Co-CEO of Headway Digital. "Data is the way of the future, and we have invested heavily in making the DataXpand platform unique in its geographic scope and among the most robust available anywhere."

The DMP platform allows businesses to scale audiences and better target ads in the Hispanic marketplace. Their data includes insights about travel-minded consumers, those interested in the automotive and fashion/beauty sectors as well as insights about Hispanic consumers now living in the US.

"U.S. based brands are among the most experienced at using data to optimize their online campaigns. But global markets are a new frontier for them. We offer not only the regional audiences and expertise needed to enter new markets, but also the rich data insights and targeting capabilities they're used to - in a one-stop DSP/DMP solution," said Kogan.

Tags: advertising data, data analysis, data collection, Headway Digital, online advertising

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