Mexico’s Totalplay partners with Google for targeted advertising on pay TV

Mexican operator Totalplay (Grupo Salinas) has signed an agreement with Google to offer targeted advertising to its pay TV subscribers. The tests began in November and the solution it is expected to be available to all customers in February next year, Expansión reported.
In this way, the company will be able to substitute a linear commercial for a personalized one, explained Eduardo Kuri, CEO of Totalplay. “Google has a technology called Google Ad Manager that allows us to insert dynamic TV ads based on the TV consumption habits of each household, anonymously, so that advertising content is relevant to you,” said the executive.
In this way, Totalplay becomes the first company worldwide to carry out a project that involves targeted advertising and pay TV through Google Ad Manager technology.
This solution allows substituting ads of 20, 30 seconds for targeted advertising that corresponds to the interests of the user, based on consumption habits, location, payment methods, among others.
Kuri said that of the 1.2 million customers the company has, in February of next year about 700,000 will already have targeted advertising. The service has no additional cost and is installed through a software update.
The company had already announced that it was working to implement this solution during NexTV Series Mexico & Central America 2018, the conference held on September 25 and 26 at CDMX, which was attended by Hector Pita, director of Ad Sales for Totalplay.