In a year marked by economic uncertainty, volatile advertising investment, and an accelerated evolution of digital behavior, major publishers face the challenge of remaining relevant and, above all, efficient. At Prisa Media USA, Néstor Perinot, Chief Revenue Officer, asserts that the answer lies in a powerful formula: relevant content, quality first-party data, and active client listening.
“Content is king, but data is the queen,” summarizes Perinot, describing how the company has structured its strategy to meet the needs of agencies and brands in this challenging environment.
Prisa, a media group with iconic properties such as El País USA and Los 40 USA, has heavily invested in building audiences through user registrations, newsletter subscriptions, and personalized experiences, like advertiser-created playlists. This foundation of first-party data not only strengthens the publisher’s value proposition but also allows for more precise segmentation and optimization of advertiser investment.
“We gather information directly of our users’ behavior on each digital property, which allows us to offer intelligent segmentation and much more efficient campaigns. Data maximizes media buying,” adds Perinot.
Beyond efficiency, the current context demands a firm commitment to brand safety. In this regard, Prisa Media USA combines internal editorial curation with technological tools like Double Verify, ensuring that advertising messages are integrated into safe, contextually relevant environments with high-quality standards.
“We place a great deal of emphasis on ensuring a good user experience and a coherent brand experience associated with the content also has a coherent experience: their message should appear at the right time, with the appropriate KPIs, and in a safe editorial environment,” he explains.
The key, according to Perinot, also lies in client proximity: “Listening is fundamental. We are in constant contact with agencies and advertisers, understanding their needs and how we can help them navigate this complex time. Crises pass, but the solid relationships built during these moments endure.”
While the industry moves towards an unprecedented technological transformation, Prisa maintains a pragmatic view of artificial intelligence. They have already developed alliances and are implementing AI-based solutions, although they emphasize that it is not the center of operations but rather another tool within the ecosystem.
“We have opted for artificial intelligence as a complementary resource that allows us to enhance our capabilities. It does not replace content or strategy, but it adds agility, analysis, and personalization,” he concludes.
Prisa Media USA reinforces a clear vision: the balance between quality editorial content, robust first-party data, intelligent technology, and human closeness with the client is the formula for remaining relevant and reliable in today’s digital ecosystem.
