Fabian Moreno of Teads Mexico: We create the most detailed audience segmentations to make them more human

Fabian Moreno, director of Customer Experience (CX) and a product of Teads Mexico, spoke about the different sales guidelines they have in terms of data and insights, for the purpose of adding further business goals beyond what the metrics and key performance indicators (KPI) have to offer. For that, he explained that at Teads they have a four-point support structure. First comes the strategy for identifying and applying the most detailed segmentations to “make them more human” based on contextual data, audiences, first-party data and cookieless.computers. As for the latter, he said they have on their platform different tools that help deal with this new information panorama that looms so large over the industry.On the other hand, he also said they have the media barometer tool that allows them to know what the audience is reading and how its members are taking it.”Through our premium publisher we can identify, in a transversal way, what the navigation patterns are and the relationship among preferred editorial content items and, based on that, identify use patterns and context trends, in order to create adequate audience segmentations and, consequently, relevant advertising that translates into better sales results,” Moreno said.In that sense, he added that both solutions “are very friendly for agencies’ implementation teams that use them so that all can take advantage of these capabilities.”