Luciana Salazar

Luciana Salazar of Teads: By 2023, programmatic intelligence will represent 63 percent of LatAm online spend
29 de diciembre de 2021

Luciana Salazar, VP of business development at Teads Latin America, will talk about programmatic intelligence during the Content and Reflections segment of the 15th edition of FePi, and called it the biggest disruption to hit the digital ecosystem in the last 10 years. Which is because, in her opinion, it has largely altered the different areas of online advertising by streamlining the order of media purchases, since it handles many variables at the different stages of any media or marketing plan.

In that sense, she said, programmatic purchase is an automated buying and selling of the digital guide by means of technologies that also enable the taking of decisions at the level of each entry.

Salazar noted that programmatic intelligence first appeared between 2010 and 2012, then got to Latin America in 2014. However, its strongest presence and use in the region occurred between 2016 and 2018, and by 2023 is expected to represent some 63 percent of online spend in Latino countries.

As for the advantages of programmatic purchases, Salazar said that in the first place the inventory is centralized.

“By means of a single platform we access an infinite inventory,” she said. “By having more advertising spaces available, there is an optimization of costs, which would be another advantage that in turn brings an optimization of client investments and benefits the brands’ bottom line.”