{"id":8960,"date":"2022-07-21T13:00:00","date_gmt":"2022-07-21T13:00:00","guid":{"rendered":"https:\/\/broadsnextstg.wpenginepowered.com\/blog\/place-exchange-expands-programmatic-ooh-reach-in-latin-america\/"},"modified":"2026-08-12T20:27:06","modified_gmt":"2026-08-12T20:27:06","slug":"place-exchange-amplia-el-alcance-programatico-de-ooh-en-latinoamerica","status":"publish","type":"post","link":"https:\/\/next.broadsign.com\/es\/blog\/place-exchange-amplia-el-alcance-programatico-de-ooh-en-latinoamerica\/","title":{"rendered":"Place Exchange ampl\u00eda el alcance program\u00e1tico de OOH en Latinoam\u00e9rica"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Los compradores ahora tienen acceso program\u00e1tico al inventario OOH premium en los mercados m\u00e1s grandes de Latinoam\u00e9rica directamente a trav\u00e9s de su DSP de preferencia.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Nueva York, NY (21 de julio de 2022)&nbsp;<\/strong>\u2013&nbsp;Place Exchange, el SSP l\u00edder de medios program\u00e1ticos fuera del hogar (OOH), anunci\u00f3 su expansi\u00f3n a los mercados m\u00e1s grandes de Latinoam\u00e9rica, incluidos Argentina, Brasil, Chile, Colombia, Costa Rica, Rep\u00fablica Dominicana, Ecuador, El Salvador, Guatemala, Honduras, M\u00e9xico, Panam\u00e1, Paraguay y Per\u00fa. Los especialistas en mercadotecnia ahora pueden aprovechar m\u00e1s de 6.200 pantallas digitales premium de las principales empresas de medios exteriores como Billboard Planet, Brapex, Doohmain, eme.pe, LatinAD, OLA Media y OOHTV, y Winkel Media (un proyecto con VSBLTY, Retailigent Media, y ABInBev) directamente dentro de los DSPs integrados, incluyendo MediaMath, Roku, Yahoo DSP, y m\u00e1s. La amplia red de pantallas regionales brinda a los especialistas en mercadotecnia acceso a una amplia gama de formatos y lugares digitales OOH, que incluyen vallas publicitarias, centros comerciales, movilidad, puntos de atenci\u00f3n m\u00e9dicos, mobiliario urbano, ubicaciones de retail, centrales o paradas de tr\u00e1nsito y m\u00e1s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los propietarios de medios en Latinoam\u00e9rica est\u00e1n entusiasmados con la innovaci\u00f3n program\u00e1tica y la perspectiva de generar m\u00e1s ingresos en la publicidad exterior. \u201cDescubrimos que Place Exchange ofrec\u00eda una soluci\u00f3n llave en mano que hizo que la integraci\u00f3n de nuestro CMS fuera f\u00e1cil y sin problemas\u201d, dijo Andrea Mereghetti, CTO de Cattri. \u201cTambi\u00e9n estamos entusiasmados de asociarnos con Place Exchange para llevar la program\u00e1tica exterior a la vanguardia en Latinoam\u00e9rica, y marcar el comienzo de una nueva demanda de nuestras ofertas\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Latinoam\u00e9rica representa una importante oportunidad de mercado para la publicidad exterior program\u00e1tica. Seg\u00fan Statista, la inversi\u00f3n publicitaria en publicidad exterior en Latinoam\u00e9rica crecer\u00e1 de $960 millones en 2021 a $1,470 millones en 2024. As\u00ed como la compra program\u00e1tica ha dominado todas las categor\u00edas de publicidad digital, incluidas las de display pantalla, m\u00f3vil y CTV, la misma transformaci\u00f3n est\u00e1 ocurriendo en la publicidad exterior. Los especialistas en marketing se est\u00e1n cambiando de las compras de medios inconexas a trav\u00e9s de canales aislados, a compras program\u00e1ticas omnicanal m\u00e1s grandes coordinadas a trav\u00e9s de sus DSPs. Place Exchange permite a los especialistas en marketing unificar la ejecuci\u00f3n, la optimizaci\u00f3n, los informes y la atribuci\u00f3n para OOH con otros canales program\u00e1ticos dentro de sus DSP omnicanal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cA medida que los especialistas en marketing de nuestro DSP extienden sus estrategias omnicanal a Latinoam\u00e9rica, estamos encantados de ofrecerles acceso a Place Exchange y su amplia red de medios OOH program\u00e1ticos premium en esta regi\u00f3n\u201d, dijo Jared Lansky, vicepresidente s\u00e9nior de asociaciones en MediaMath. \u201cPlace Exchange ayuda a nuestros usuarios a cerrar la brecha entre el mundo f\u00edsico y el digital, con capacidades avanzadas para llegar al p\u00fablico objetivo\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cNuestros socios de demanda han expresado un gran inter\u00e9s en replicar los aprendizajes y el impacto positivo de la OOH program\u00e1tica de los EE. UU. a Latinoam\u00e9rica\u201d, dijo Nick Bennett, vicepresidente s\u00e9nior de asociaciones en Place Exchange. \u201cNuestra expansi\u00f3n en la regi\u00f3n permitir\u00e1 a los especialistas en marketing entregar mensajes de alto impacto a audiencias en toda Latinoam\u00e9rica con una escala, automatizaci\u00f3n y flexibilidad sin precedentes, y desbloquear el poder de OOH en el mercado como nunca antes\u201d.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Sobre a Place Exchange by Broadsign<\/strong><\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">A Place Exchange by Broadsign \u00e9 a SSP (Supply-Side Platform) global l\u00edder para m\u00eddia OOH (out of home) program\u00e1tica, apresentando a maior presen\u00e7a de invent\u00e1rio do setor em todo o mundo. Como parte da fam\u00edlia de solu\u00e7\u00f5es OOH da Broadsign, a Place Exchange \u00e9 integrada a DSPs (Demand-Side Platforms) omnichannel e especializadas em OOH.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A plataforma oferece a ag\u00eancias e anunciantes a oportunidade de unificar totalmente a compra program\u00e1tica (garantida e n\u00e3o garantida) e a mensura\u00e7\u00e3o de m\u00eddia OOH com outros canais digitais dentro da DSP de sua prefer\u00eancia. Isso permite aproveitar os mesmos fluxos de trabalho, criativos, relat\u00f3rios e atribui\u00e7\u00f5es j\u00e1 utilizados para publicidade online, mobile e outras formas de m\u00eddia digital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O conjunto inigual\u00e1vel de invent\u00e1rio OOH global premium da Place Exchange adere ao seu programa de certifica\u00e7\u00e3o Place Exchange Clear, que entrega aos compradores qualidade, consist\u00eancia, transpar\u00eancia e conformidade. Para parceiros de m\u00eddia OOH, a Place Exchange oferece a oportunidade de acessar investimentos publicit\u00e1rios program\u00e1ticos inexplorados com total transpar\u00eancia e controle.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los compradores ahora tienen acceso program\u00e1tico al inventario OOH premium en los mercados m\u00e1s grandes de Latinoam\u00e9rica directamente a trav\u00e9s de su DSP de preferencia. Nueva York, NY (21 de julio de 2022)&nbsp;\u2013&nbsp;Place Exchange, el SSP l\u00edder de medios program\u00e1ticos fuera del hogar (OOH), anunci\u00f3 su expansi\u00f3n a los mercados m\u00e1s grandes de Latinoam\u00e9rica, incluidos [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":8956,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[164,166,384],"tags":[386,385],"class_list":["post-8960","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-comunicados-prensa","category-place-exchange","tag-asset-press-release","tag-product-place-exchange-ssp"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Place Exchange ampl\u00eda el alcance program\u00e1tico de OOH en Latinoam\u00e9rica<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Place Exchange ampl\u00eda el alcance program\u00e1tico de OOH en Latinoam\u00e9rica\" \/>\n<meta property=\"og:description\" content=\"Los compradores ahora tienen acceso program\u00e1tico al inventario OOH premium en los mercados m\u00e1s grandes de Latinoam\u00e9rica directamente a trav\u00e9s de su DSP de preferencia. Nueva York, NY (21 de julio de 2022)&nbsp;\u2013&nbsp;Place Exchange, el SSP l\u00edder de medios program\u00e1ticos fuera del hogar (OOH), anunci\u00f3 su expansi\u00f3n a los mercados m\u00e1s grandes de Latinoam\u00e9rica, incluidos [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/next.broadsign.com\/es\/blog\/place-exchange-amplia-el-alcance-programatico-de-ooh-en-latinoamerica\/\" \/>\n<meta property=\"og:site_name\" content=\"Broadsign\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-21T13:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-08-12T20:27:06+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/next.broadsign.com\/wp-content\/uploads\/2026\/07\/Blog_1300x600-scaled-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"887\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Broadsign\" 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