Economy March 1, 2016 | 2:16 pm

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Tail Target, Cisneros launch data management platform

Miami.- Tail Target, the leading provider of DMP(Data Management Platform) and Behavioral Data in Brazil, and Cisneros Interactive,the corporate division of the Cisneros organizationdedicated to investing in digital advertising businesses with great potentialof growth and expansion, announced a multi-million dollar joint venture tolaunch Tail Target Latino, which will operate throughout Latin America and theUnited States.

“Our expertise in Portuguese andits similarities with the Spanish language give us a competitive advantage toother platforms. Being able to recognize the ‘accent’ is a huge benefitwhen we compare the algorithms that have been developed for the Englishlanguage. In addition, we are able to offer, in conjunction with our DMPsolution, a vast amount of data on navigational behavior, which, when added toour local support team specialized in the market’s native language, definitelysets us apart from other competitors,” said Cristiano Nobrega,CEO of Tail Target.

The capital investment is toensure Tail Target Latino becomes the principal Spanish-language DMP in LatinAmerica and the U.S. Hispanic market, helping fuel the accelerated growth inProgrammatic Media. Tail Target Latino launched operations in Mexico inApril of last year and will expand in the coming months into Colombia andArgentina, where it’s already represented by local partners. Federico A. Adlercreutz,a proven digital executive with more than 20 years of professional experience,was recently appointed Head of LatAm, overseeing Tail Target Latino’soperations and the strategic expansion in Latin America.

The creation of Tail TargetLatino is driven by technology and the know-how of Tail Target in Brazil, andis supported in partnership with the publishers and synergies generated byCisneros Interactive’s portfolio of companies in Latin America and U.S.Hispanic market. Even in its initial stage of operation, Tail TargetLatino already provides the advertising market with Behavioral Data of 390million Internet users throughout the region, being on desktop or mobile,clustered in hundreds of different profiles. In the United States alone,it compiles data on 30 million Hispanics, making it the market’s leading DMP.

According to Nobrega, thistargeting has become essential for advertisers to reach their desired audienceon various sites, at a time when the practice of purchasing volumes of digitalmedia in real time (Real Time Bidding) is growing rapidly.

In this context, Tail TargetLatino’s mission is to capture and process Internet user data in the region,offering advertisers the possibility of creating and targeting their campaignsaccording to their diverse interests.

“Identifying behavioral patterns,demographics and socioeconomic factors of a target audience, provides advertiserswith clear insights that will make their campaigns even more efficient,”emphasized Victor Kong,President of Cisneros Interactive.

The joint venture with TailTarget was a strategic move by Cisneros Interactive to enter the DataIntelligence market, which is growing exponentially around the world, as wellas to enable the corporate unit’s affiliated companies to offer customersgreater value.

“The synergy with Tail TargetLatino brings us an important competitive advantage, assisting other operationsin our portfolio to gain unique insights and to deliver more accurate andeffective campaigns,” Kong concluded.

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