Brazilian
media company Abril Group has partnered with Google on new programmatic models that advertisers can use for the publisher's digital titles.
Abril Group is a leading pay TV operator in
São Paulo, as well as the holding company of publisher Editora Abril, which publishes Veja, Exame, Mundo Estranho and Aventuras na História, as well as Brazilian
versions of InStyle, Cosmopolitan and Elle.
In a release, the company announced that the partnership will enable projects based on audience data and a new portfolio
using automated trading.
The first new models Abril will offer are a billboard format for desktop and a fixed top banner for mobile, used with Google’s Programmatic Guaranteed. The deal includes preferred deals, and both open and private
auctions. Abril Group will also adopt Google’s Accelerated Mobile Pages,
an open-sourced initiative that creates fast-loading webpages.
In the release, Tiago Afonso, CMO, Abril Group, said advertiser interest in audience data, interactive formats, premium context
and viewability has been growing.
“With that [interest], there is a need to manage campaigns in real time,” Afonso stated, adding that the company combined its ability to cluster
data with Google’s tech to provide exclusive audience info to marketers.
In November, Editora Abril announced it will no longer publish the Brazilian versions of magazines Men's
Health, Women's Health and Playboy in 2016.