Asociación de Marketing Digital y Data de

What Asociación de Marketing Digital y Data de does

The Asociación de Marketing Digital y Data de Chile (AMDD) is a Chilean non-profit professional association (Asociación Gremial, A.G.) founded in 1990 that serves as the recognized industry body for digital marketing and data in Chile, representing advertisers (avisadores), agencies (agencias), and marketing service providers (servicios de marketing). The association delivers a portfolio of member services including the annual AMDDay congress, the Magazine AMDD (95+ editions since launch), the Ethics and Self-Regulation Council with its published Código de Ética y Autorregulación (updated 2023 to align with Chile's Ley 19.628), the Buzón de Reclamo public complaint platform, and the recently expanded training catalog. It operates under a horizontal segmentation approach, uniting all three pillars of the digital marketing ecosystem under one self-regulatory framework, and is led by President Carolina Pinheiro and General Manager Javiera Córdova.

The AMDD's technology stack is centered on a WordPress-based digital platform with an integrated learning management system (LMS) for course delivery, event management infrastructure for AMDDay, and an AI-powered conversational agent called Agente Norman, launched in February 2025 in partnership with Prompt Copilot by Kemeny Studio and Lazotea Media Intelligence. Agente Norman uses natural language processing and knowledge retrieval over the text of Ley 19.628 to provide interactive regulatory guidance to members and the public. The association's marketing channels span content (monthly magazine, weekly newsletter, YouTube AMDDay Talks, Spotify podcast), organic social (LinkedIn, Instagram, X, Facebook), and event-driven marketing, supported by partnerships with Duoc UC, Carey, ICARE, and Banotic.

The AMDD operates a community-led go-to-market motion, generating revenue primarily through recurring annual membership dues (pricing not publicly disclosed) across three membership categories, complemented by one-time professional training course fees—the Data Protection Course is free for members and priced at UF10 (~$290 USD) for non-members. The association serves 50+ member companies including Scotiabank, Banco de Chile, Sodimac, Mall Plaza, Visa, Coopeuch, Colbún, Duoc UC, Accenture, VML, BBDO, Carat, iProspect, Cheil, and Logan.ai, with no disclosed parent company or external capital investment.

Name

Asociación de Marketing Digital y Data de

Legal name

Asociación de Marketing Digital y Data de Chile A.G.

Website

https://amddchile.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

The Asociación de Marketing Digital y Data de Chile (AMDD) is a Chilean non-profit trade association founded in 1990 that represents advertisers, agencies, and marketing service providers, offering industry events, ethics self-regulation, training courses, and AI-powered regulatory guidance tools.

Ownership category

akta.pro rank

Headquarters

HQ city

Las Condes

HQ country

Chile

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Membership Dues: The AMDD generates revenue through annual membership fees paid by advertisers, agencies, and marketing service providers. Membership benefits include access to events, training courses (such as the free Data Protection course for members), the Ethics and Self-Regulation Council, networking opportunities, and industry publications.
2. Professional Training Courses: The AMDD offers paid professional development courses, including a Data Protection course priced at UF10 (approximately 10 Unidades de Fomento, a Chilean inflation-adjusted unit). The course is free for member companies and available for purchase by non-members.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

AMDD (Asociación de Marketing Digital y Data de Chile) is a professional trade association (gremio) that unites the three pillars of Chile's digital marketing ecosystem — advertisers, agencies, and marketing service providers — under a shared Code of Ethics and Self-Regulation. It sells annual memberships, runs paid and free professional training courses, hosts the annual AMDDay congress, publishes Magazine AMDD, and operates the AI-powered Agente Norman chatbot for guidance on Chile's data protection law (Ley 19.628).

Product overview

AMDD (Asociación de Marketing Digital y Data de Chile) is a trade association that serves as an industry hub connecting digital marketing professionals, agencies, and brands. Rather than offering a unified software platform, AMDD provides a portfolio of member services including Agente Norman (an AI-powered conversational tool for data protection guidance), the Curso de Protección de Datos (an online training course), AMDDay (annual congress), Magazine AMDD (industry publication), the Buzón de Reclamo (ethics complaint platform), and the Código de Ética y Autorregulación (self-regulation framework). These offerings collectively support responsible digital marketing practices and regulatory compliance across Chile's digital ecosystem.

Differentiator

Problem solved

Functional benefit

Products and services

• AMDD Membership (Membresía AMDD)
• Agente Norman
• Curso de Protección de Datos (Data Protection Course)
• AMDDay
• Magazine AMDD
• Buzón de Reclamo (Ethics Complaint Mailbox)
• Código de Ética y Autorregulación (Code of Ethics and Self-Regulation)

Quantifiable outcome

• 246+ students enrolled in Data Protection course
• +1 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature1 record

Partnerships

Nine partnerships are on record, tiered core and minor.

• Prompt Copilot by Kemeny StudiocoreTechnology or IntegrationJoint development partner for Agente Norman, an AI-powered tool that answers questions about Chile's new data protection law (Ley 19.628). Prompt Copilot provided the AI platform infrastructure for this regulatory guidance tool.
• Lazotea Media IntelligencecoreTechnology or IntegrationDevelopment partner for Agente Norman, the AI-powered data protection law guidance tool. Lazotea Media Intelligence contributed domain expertise in media intelligence and authorized use of the AI tool by AMDD members.
• Duoc UCcoreStrategic or Co-development PartnerEducational partner co-organizing the annual Marketing Summit AMDD - Duoc UC, a thought leadership event exploring AI in marketing and the transition to 'industr.IA'. Duoc UC provides academic credibility and student audience access.
• BanoticminorStrategic or Co-development PartnerPartnered with Banotic and Duoc UC to deliver educational talks on Chile's new Data Protection Law, reaching business, legal, compliance, marketing, and technology professionals.
• ICAREminorStrategic or Co-development PartnerICARE (Instituto Chileno de Administración Racional de Empresas) partners with AMDD on industry events including Señales 2026 and the XXVII Congress on Organization and People, promoting leadership and organizational excellence themes.
• iProspect (Dentsu)minorGTM or Marketing PartnerMember company and collaborator on the Data Protection Course launch event. iProspect contributed to the cheese and wine launch event for the AMDD's online data protection training program.
• Agencia GonzálezminorGTM or Marketing PartnerMember company and collaborator on the Data Protection Course launch event. Agencia González participated in the launch celebration alongside iProspect and FEN Universidad de Chile.
• FEN Universidad de ChileminorStrategic or Co-development PartnerAcademic partner collaborating on the Data Protection Course launch event. FEN Universidad de Chile's Alta Dirección provided venue and institutional support for the launch celebration.
• CareycoreStrategic or Co-development PartnerLeading Chilean law firm providing expert speakers on AI and Intellectual Property for AMDDay events. Carey contributes legal expertise on data protection law, regulatory compliance, and AI governance topics.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• WFA (World Federation of Advertisers): Global advertiser association representing multinational brands. Comparable to AMDD's cross-border regulatory and ethics work (especially on data protection) but operating worldwide rather than within a single national market.
• ANA (Association of National Advertisers): US advertiser-side industry association. Comparable to AMDD's advertiser constituency (training, conferences, ethics and industry intelligence) but serves a much larger market with a broader portfolio beyond digital marketing.
• 4A's (American Association of Advertising Agencies): US trade body for advertising agencies. Comparable to AMDD's agency constituency work (standards, advocacy, training) but operates at much greater scale and breadth, with a portfolio that goes beyond AMDD's digital-and-data focus.
• IAB (global): Global parent organization of the IAB country chapters (including IAB Chile). Comparable to AMDD as the umbrella body for digital advertising standards, research and training, but with a global mandate and far larger resource base.

Regional players

• IAB México: Mexican chapter of the Interactive Advertising Bureau. Comparable because it serves the same advertiser/agency/martech community with codes of conduct, training and congresses in a neighboring LatAm jurisdiction.
• ISBA (Incorporated Society of British Advertisers): UK advertiser-side industry body. Comparable to AMDD as a national advertiser association delivering policy advocacy, training and industry research, but in a mature UK regulatory environment rather than Chile.
• IAB Brasil: Brazilian chapter of the Interactive Advertising Bureau. Comparable because it operates the same IAB-style model (digital advertising standards, events, training and research) but in a larger LatAm market; useful proxy for AMDD's potential regionalization path.
• ANDA México (Asociación Nacional de Anunciantes): Mexican advertiser-side industry association. Comparable to AMDD because it represents advertisers, runs industry events, publishes codes of conduct and ethics frameworks, and engages with regulators on advertising and data issues.

Direct peers

• ACHAP (Asociación Chilena de Agencias de Publicidad): Chile's agency-side advertising trade association. Comparable because it represents a major constituency (advertising agencies) that overlaps with AMDD's membership and competes for the same industry-representation mandate in Chile.
• IAB Chile: Chilean chapter of the Interactive Advertising Bureau; the closest digital-advertising trade association to AMDD in the same geography. Comparable because both serve advertisers, agencies and martech firms with standards, training and events in the Chilean market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AMDDChile
• YouTubeyoutube.com/@amddchile
• Facebookfacebook.com/amddchile
• LinkedInlinkedin.com/company/amddchile
• Instagraminstagram.com/amddchile

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Asociación de Marketing Digital y Data de