MediaMath Blog Three Questions with Headway Digital’s CEO and Co Founder on Programmatic in LatAm

We also see a fit and transforming into industry for programmatic mobile in Latin America, whereas two years ago there was no market at all. Mobile advertising is transforming into, though like anything else of the world, there’s still a disparity among time spent on mobile and ad spend. Still, brands are specializing in providing a mobile first experience for their customers. Of course, the demand is driven by the wonderful adoption rate of mobile phones in the region.

Some 42% of the population now have Web enabled mobile devices, and that number will grow by 23. 7% in 2014, with projections of additional growth in the coming years, compared to other regions. And mobile app penetration has reached 28%, so the market is prime for programmatic mobile.

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