The document discusses terminology related to digital advertising trading desks. It defines key terms like DSP (demand-side platform), SSP (supply-side platform), RTB (real-time bidding), and trading desk. It also provides an overview of the programmatic advertising process from 2010 to 2016. Finally, it examines the potential Latin American programmatic advertising market and the role of Miami as a pan-regional hub for media agencies.

3. Trading Desk Terminology
• DSP: A demand-side pla-orm (DSP) is a system that allows buyers of digital adver>sing to
manage mul>ple ad exchange and data exchange accounts through one interface. Real-
>me bidding for displaying online ads takes place within the ad exchanges, and by u>lizing
a DSP
• SSP: Supply-Side Pla-orm or Sell-Side Pla-orm (SSP) is a technology pla-orm with the
single mission of enabling publishers to manage their ad impression inventory and
maximize revenue from digital media. A Supply-Side Pla-orm on the publisher side
interfaces to an ad exchange, which in turn interfaces to a Demand-Side Pla-orm (DSP) on
the adver>ser side.
• RTB - Real-7me bidding: is a leading edge, end-to-end digital adver>sing and marke>ng
pla-orm that uses the most advanced learning algorithm technology to deliver
significantly improved returns for clients, agencies, media owners and developers across
mobile and online display
• Trading Desk: It can be defined as an adver>sing technology pla-orm combined with
human skills in adver>sing and technology that cons>tutes an access point to the complex
digital adver>sing marketplace.
3

5. Proceso de Mone>zación
• 2010 – Configuración de Exclusividad
• 2012 – Configuración de Waterfall
• 2014 – Real Time Bidding
• 2016 – Opciones de Mul>plataforma

6. Network
House Ad
Network
House ad
Configuración de Exclusivista 2010

7. Adver>ser
Adver>ser
Adver>ser
Adver>ser
Adver>ser
Adver>ser
Configuración Inicial del Network 2012

8. Hombres
Mujeres
Usuarios de:
• TDC
• Carros
• Motos
• Botes
Ingresos:
• >100K
• >75K
• >50K
• >30K
• <30K
Profesiones:
• Ing
• Dr
• CEO
• Tec
• Law
Niños
Jovenes
Adultos
Ad Servers
Verifica7on
Agencias
Measurement
And Analy7c
Ventas
Programá7cas
Ventas
a agencia
DSP
Agencias
Independientes
Agencias Independientes
Clientes
Directos
Clientes Directos
CRM
CMS - VIDEO
Billing
DSP
LATINON PATHNERS
CMS - Publisher
Ad PlaJorm
TRADING DESK ECOSYSTEM
SSP (Display)
SSP (Video)
PMP

9. Agencias
Inhouse DSP
Agencias
Independientes
Clientes Directos
Brokers
Landscape de Ventas en con sede en Miami
SSP
Asociaciones
Independent DSP
Na7ve Ads

10. ADVERTISERS
PUBLISHERS
Agencies Media Buying
Desk
DSPs
Media Planning
and Adribu>on
Retarge>ng
Ad Servers Verifica7on
Measurement
And Analy7c
Sharing Data /
Social Tools
Yield
Op>miza>on
Ads Networks
Horizontal
Ads
Exchanges
Ver>cal
Targeted Networks / AMPS
Performance
Mobile
Ad Servers
Video / Rich Media
Display Adver7sing Landscape 2013
LATAM
Audience

12. HeadQuater Group Central de Medios Programma>c Crea>ves
New York
New York
Inglaterra
Francia
Francia
New York
Landscape - Interna>onal Agencies

13. Conversion
Agencia a
DSP
Agencias Digitales para RTB
• Cada una de las centrales de medios importantes cambia de nombre y de
organización cuando de habla de Trading Desk
• Cambia el lenguaje , cambia la tecnología, cambian los contactos
13

14. US Hispanic:
28% de las agencias >enen sede en Miami
Horizon Media
NYC, LA, San Diego,
Chicago
ID Media
NYC, LA, Chicago
Affiliated to IPG
Grupo Gallegos
Hun>ngton Beach
ORCI
Santa Monica
Ácento
Santa Monica, LA, NYC
Dieste
Dallas, New York
Affiliates to DAS Group
The Community
Miami
Sapient
Boston, Miami, NYC
Affiliates to Publicis
Bravo#4
HQ: Miami
Affiliated to Y&R
Alma
HQ: Miami
Affiliated to DDB
La>nworks #2
Aus>n, TX
Affiliated Omnicon Group
Castells & Asociados
Los Angeles, CA
Affiliated Davis Elen Adver>sing
72 and Sunny LA, NYC
Connill #3
LA, Miami
Zubi
Miami
Moroch Parthners
Dallas, Miami
Lapiz
Chicago
Affiliated to Leo Burned
Casanova Pedrill
LA, NYC
Affiliated to IPG
LOPEZ NEGRETE #1
Houston, Tx
Polvora
Boston,Ma
Dexpósito & Parthers
New York
Tapestry
Division of Starcom MediaVest
New York, Miami, Chicago
MV42°
Division of MediaVest Mul>cultural
New York, Los Angeles
MEC Bravo /MEC Mul7cultural
Division of WPP (MEC)
New York, Chicago, Miami
ZO Mul>cultural
Division of Zenithopl>media
New York, Chicago

15. ¿Dónde está el dinero?

16. EL MERCADO POTENCIAL – Online USHISPANIC
265 303 336 372 420
580
686
790
0
100
200
300
400
500
600
700
800
900
2008 2009 2010 2011 2012 2013 2014 2015
Expenses on Online Adver7sing in Hispanic Media in USA
Online Hispanic Market in U.S.A.
Market Size/ US Hispanic Digital Sales in Millions US$
2015 is Es>mate
Source: Adver>sing Age - Hispanic Fact Pack 2010, 2011, 2012, 2013, 2014 & 2015

17. EL MERCADO POTENCIAL – Display Online PANREGIONAL
• The Panregional Market is defined as all of those centralized purchases that conceal more than one country.
• For La=n America (LATAM) the majority of these purchases are consolidated in Miami, FL., then Los Angeles, CA., following
New York and Chicago.
$6.70 $9.54 $14.31 $21.47
$32.32
$48.03
$67.67
$-
$20.00
$40.00
$60.00
$80.00
2012 2013 2014 2015 2016 2017 2018
Internet (Video) US$ Millions
• Hay que crear cada vez más contenido en video y consolidarlos todos en un solo market place.
• En el 2017 el mercado de Video Digital es mas grande que el Print a nivel regional
Video Online - Panregional Market
Source: PORTADA ONLINE

18. EL MERCADO POTENCIAL – Print PANREGIONAL
• The Panregional Market is defined as all of those centralized purchases that conceal more than one country.
• For La>n America (LATAM) the majority of these purchases are consolidated in Miami, FL., then Los Angeles, CA., following
New York and Chicago.
$42.34
$40.26 $41.03
$38.98 $39.76
$37.77
$35.88
$32.00
$34.00
$36.00
$38.00
$40.00
$42.00
$44.00
2013 2014 2015 2015 2016 2017 2018
Print US$ Millions
Print - Panregional Market
Source: PORTADA ONLINE

19. Print
7%
Digital Overall
23%
Digital Display
7%
0% Digital Search
2%
Mobile
4%
Online
Video
6%
Social Media
3%
Pay-TV
33%
Outdoor
10%
Radio
2%
Branded
Entertainment
2%
Other
1%
2016 - Ad Dollar Volume per Media Vehicle
19
Media Market Share - Panregional Market
Source: PORTADA ONLINE

20. LATAM PROGRAMATIC

21. MIAMI - Hub Panregional de Agencias
• 75% de los Hub Panregionales están en Miami
• Panregional Hubs of Media Agencies
– Havas Media Interna7onal — Miami
– OMD — Miami
– Starcom MediaVest — Miami
– Mindshare — Miami
– MediaCom — Miami
– Mediaedge — Miami
– Carat — Mexico
– IPG/Media Brands — Buenos Aires, Argen>na / Miami
• Panregional Hub or Independend Agenies
– La>nMedios – Miami Ft. Lauderdale
– Ariadna – Miami
– GlobalMind — Buenos Aires, Argen>na
21

23. ¿Qué viene ahora?

24. EE.UU. Inversión de Publicidad en Social
Media , por Tipo, 2012-2017
En Miles de Millones de US$
Note: includes desktop and mobile platforms and local and national spending, excludes social marketing/measurement platform and
services social commerce and virtual currency, *branded content integrated directly within a social network experience Source BIA/Kelsey,
*Annual US Local Media Forecast: Social Local Media 2012-2017, *April 10 2013
Source: All Eyes on Na>ve Adver>sing, Despite Uncertain>es - See more at: hdp://www.emarketer.com/Ar>cle/All-Eyes-on-Na>ve-Adver>sing-Despite-Uncertain>es/
1009895#sthash.SWmJjygn.dpuf
$3.00
$3.70
$4.30
$5.00
$5.70
$6.40
$1.63
$2.36
$2.85
$3.40
$3.98
$4.57
$-
$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
2012 2013 2014 2015 2016 2017
Display Spending Na>ve* Spending

26. • Tipo de Publicidad:
– Na>ve ads
• Cliente:
– Metro Trains Melbourne
– Australian public service announcement
• Agencia:
– McCann Melbourne.

27. • Medio: Metro Puerto Rico
• Cliente: Hyundai

28. Carrusel de Video – Na>ve Ads

29. ALTO IMPACTO

30. Conclusiones
• Los Banners tradicionales se han conver>do en un
“commodity”
• Todos pueden acceder a la publicidad Online pero el
verdadero ingreso viene en tener un gran volumen de
PMPs negociados
• Unidades de Alto Impacto es donde se negocia un
mayor revenue de los medios
• Contar una historia es la tendencia en la publicidad
• Na>ve Ads y Content marke>ng son el nuevo enfoque
de la publicidad para compe>r con líderes como
Facebook, Google, etc

31. Gracias por su atención
www.la>non.us