ADTECH CLIENT: TV AZTECA

Powering a data alliance that scaled TV Azteca’s monetisable audience over 4x

TV Azteca needed to increase its targetable audience and boost ad revenue.

By using mediarithmics, TV Azteca has a secure, central tool to hold many types of data from each partner. Each partner has its own instance of the mediarithmics CDP, into which partner data is ingested.

  • Broadcasting

  • To reach its ambitious goals, TV Azteca aimed to create a data alliance between itself and

    many other leading media partners across Mexico.

    TV Azteca wanted each partner to share their audience data so that it could create a better

    understanding of a larger percentage of the Mexican market. This would enable TV Azteca to increase the number of people it could advertise to onsite and offsite, and to create clearer insights for improved ad targeting.

Jesus de la Vega, Chief Sales and Revenue Officer @ TV Azteca

“Mediarithmics has been a vital partner to help us to get our data alliance strategy off the ground. It has enabled us to scale the initiative simply, and onboarding new partners is made straightforward and secure using their CDP. The impact on our audience monetisation strategy has been incredible — and we’ve scaled our ad revenues dramatically as a result.”

A one-way link is created between the partners’ instances and TV Azteca’s. This enables TV Azteca to combine all data into a central repository to be queried, segmented and activated, but maintains wider data security.

Increasing TV Azteca’s reach 4x

Thanks to the data alliance enabled by mediarithmics, TV Azteca has achieved remarkable growth in audience reach, optimised return on investment, and solidified its position as a leader in media innovation—all fueled by insights derived from its CDP.

90% of households in Mexico reached

TV Azteca now has coverage of 80m people monthly (out of a population of 127m). This is 4x higher than the 20m users it previously could target.

Dowload Casestudy

Increase customer base

TV Azteca’s data team has built a catalogue of audiences. The sales team can access the catalogue to create a response to brief quickly, proposing a higher CPM vs. their previous setup. When required, the data team can create custom segments for a specific brief —again enabling a higher CPM for these data-driven campaigns.

With access to a larger dataset underpinned by audiences, it has increased the size of the cohorts it can monetise, both onsite and offsite. Moreover, because of the depth of data on each user, TV Azteca is selling more specific audiences without the trade-off of smaller volume. As a result, CPMs on the enriched audiences are 30% higher at a higher volume.

Cookieless Audience Monetisisation

We power real-time marketing personalisation, cookieless audience monetisation and agile data collaboration within a single technology solution.

Customer Data Platform

With mediarithmics, retailers can deploy thousands of marketing data use cases for acquisition, monetisation, retention, personalisation, and more.

A MarTech Ecosystem

Enabling real-time activation of data across all major platforms across display, social, email, marketing automation, push notification, SSPs and more.

Re-architect consumer engagement. Real-time marketing personalisation & cookie-less audience monetisation at scale

Carbon1 is the proud partner bringing Mediarithmics to South Africa. Enable your teams to launch personalised and omni-channel campaigns in real-time.