SOURCE: Headway Digital

Headway Digital

September 03, 2013 07:11 ET

Global Trading Desk Headway Digital Brings Data-Driven Marketing to Emerging Markets

Advertising Technology Innovator Develops the First DMP & Audience Marketplace for Global Markets

MIAMI, FL--(Marketwired - Sep 3, 2013) - Headway Digital (, the online ad industry's global media trading desk, is Latin America's premier demand-side platform (DSP) -- providing access to the region's largest online ad exchanges and RTB markets. But Headway Digital is also leading the advertising future: Audience Data.

With online becoming the channel of choice for most advertisers, marketers need more sophisticated ways to target audiences efficiently. And when it comes to data-driven marketing, Headway Digital is forging ahead, with DSP technology that seamlessly integrates with a comprehensive data management platform (DMP). This platform is Headway Digital's subsidiary company, DataXpand (, which is the first to focus on Latin American markets and U.S. Hispanic audience data -- bringing new targeting power to global advertisers.

"While Latin America remains behind the U.S. in terms of advertising spend, the gap is closing -- and data-driven marketing is emerging fast," says Martin Kogan, Co-Founder and Co-CEO of Headway Digital. "Data is the way of the future, and we invested heavily in making the DataXpand platform unique in geographic scope and among the most robust available."

Headway Digital's DMP solution enables Collection, Creation and Intelligence to reach the right audiences at scale for targeting and retargeting online advertising campaigns. DataXpand provides the analytical and segmenting power to make both first and third party data actionable -- so that media buys can be steered toward specific audiences, based on behaviors, interests, intent, search and demographics.

Using DataXpand, Agencies and Brands can reach the right audiences for effective and targeted campaigns, such as:

  • Travel Intenders - visited travel sites within 15 days
  • Automobile Interest & Intent
  • US Hispanics
  • Frequent Online Shoppers
  • Fashion & Beauty
  • Technology / Cell phones / Gadgets intenders
  • Every audience possible. If the cluster doesn't already exist, it can be created to the advertiser's needs.

Unlike any U.S.-based DMP / Audience Marketplace, Headway Digital offers these insights for Latin America and other emerging markets as well as the U.S. Hispanic community. The company's DataXpand DMP is fully integrated into its DSP platform, enabling rich audience data to inform RTB and exchange-based buys within a single interface. DataXpand's offering is available not only through Headway Digital, but also as a stand-alone solution for clients.

"U.S. based brands are among the most experienced at using data to optimize their online campaigns. But global markets are a new frontier for them. We offer not only the regional audiences and expertise needed to enter new markets, but also the rich data insights and targeting capabilities they're used to -- in a one-stop DSP/DMP solution."

Headway Digital will be in Europe for ad:tech London, ATS London and Dmexco in Germany to showcase their DSP/DMP solutions. For more information on Headway Digital, visit or email To learn more about DataXpand, visit or email

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