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Let Big Data Protect Your Brand in Emerging Markets

Posted by Francine Hardaway on February 7th, 2013 at 9:18 am

Most global brands want data to take into non-data rich markets like Asia,  because they know those markets will be the fast developing markets in 2013.   Typically, emerging markets lag behind US markets when it comes to audience-based data.

Any brand that can move into these developing markets early will benefit from a first-mover opportunity to market to what will arguably be the biggest online consumer market. But we've all heard the stories about brands entering a new market with very little understanding of cultural norms; they end up being slapped by the law of unintended consequences.

Those consequences can be far from hilarious, like Chevy’s oft-cited data-free decision to bring its Nova brand to Spanish-speaking countries, where “no va” means “no go.” Now imagine bringing the complexity and speed of programmatic media buying, where decisions on where to place an ad  are made in milliseconds; missteps here are downright dangerous to the brand's credibility and future ability to establish trust in a new market.

Proximic, a Palo Alto-based data analysis company, has pioneered a fundamentally different approach to analyzing pages that is getting noticed by global brands looking for something adaptable to their needs. Proximic calls this Pattern Proximity, and this non-linguistic, non-semantic approach is quietly gaining the attention of brands and agencies who know what good data looks like. Most interestingly, Proximic is seeing a sudden sharp uptick in demand for its real-time, page-level data services for Japan (end of Q1) and China (mid Q2).

Proximic is a neutral data partner whose customers range from brands and their agencies to exchanges, DSPs and publishers, each looking to solve a very specific problem.  Whether it be a customized filter for targeting or brand protection based on the partner's own keywords or URLs, or an exchange looking to enhance its inventory quality, or a publisher looking to accelerate its content classification across its own sites, Proximic can help. It also helps the industry agree on a data currency for page level analysis.

Growth in programmatic media trading is happening at a  record pace. Russia is online, with companies such as Video International leading the way. Latin America is preparing for both the World Cup and Olympics in the next few years, so targeting Portuguese and Spanish-speaking audiences will be vital to expanding opportunities in that part of the world. The EU is seeing growth across all of its territories and APAC, especially Japan and China, shows strong interest in entering the space in 2013.

Taobao will be starting its  “TanX” exchange in 2013.  Proximic CEO Philipp Pieper delivered the keynote at its introductory conference, and Proximic was asked to be a part of TanX once its Chinese language services are completed in Q2. For more information on what's happening in China's RTB market go here: RTBChina.com (use Google Chrome if you are not a native speaker).

Programmatic is on the move and Proximic is  growing with it, building solid technology and real technology solutions.

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One Response to “Let Big Data Protect Your Brand in Emerging Markets”

  1. Good Grief says:

    This article is so poorly written it makes no sense at all. Just because it is published as a blog post doesn't mean that the article does not require some thought and editing.

    Some examples:
    "Any brand that can move into these developing markets early will benefit from a first-mover opportunity to market to what will arguably be the biggest online consumer market"
    What does that even mean?

    "...like Chevy’s oft-cited data-free decision to bring its Nova brand to Spanish-speaking countries, where “no va” means “no go.”
    Actually, the brand is 'Chevrolet'. In any case, the author does not explain in the subsequent paragraphs how this kind of problem could have been avoided using the features of the solution she's shilling.

    "...is seeing a sudden sharp uptick in demand for its real-time, page-level data services for Japan (end of Q1) and China (mid Q2)."
    The company is reportedly seeing an uptick in demand now, so what are the references to 'Q1' and 'Q2'? Is that when they will have solutions for those markets?

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