U.S. HISPANIC
EXTE’s Úrsula Rodríguez: “The New Model of Native CTV Advertising Isn’t the Future, It’s Already Happening”
1 de junio de 2025
During IAB Conecta 2025, Úrsula Rodríguez Obando, Managing Director for Mexico and the Andean Region at EXTE, unveiled a significant strategic alliance with LG to bolster native advertising on connected TVs (CTV). Rodríguez announced that starting this month, EXTE has become LG’s exclusive partner for commercializing its native advertising inventory.
This partnership will initially reach over 6.6 million LG devices in Mexico, where LG commands approximately 30% of the connected TV market. “Mexico is one of the countries with the greatest reach, and this format allows brands to natively reach the audience right in the first 7 to 10 seconds when the TV is turned on, before the user chooses an app or channel,” Rodríguez explained.
The core of this value proposition lies in Automatic Content Recognition (ACR) technology. This allows for precise audience segmentation based on their consumption habits, including connection times, utilized applications, and even the types of devices connected, such as video game consoles or children’s platforms. “We know if the user is a gamer, a heavy viewer, or a light viewer. We can even identify households with children by the type of content they consume,” Rodríguez added.
With a global presence on over 30 million devices, EXTE’s technology enables brands to extend their advertising reach not just locally, but also regionally and globally. “If you are a brand in Mexico wanting to attract tourists from Europe, we can help you impact them there, as long as they have an LG TV,” she pointed out.
Addressing brand confidence in this innovation, Rodríguez stated that the growth of video and advancements in digital measurement are key drivers for its adoption. “There is no duplication in communication; everything is measurable, trackable, and you can audit it with verifiers. You have digital metrics with the impact of television. It’s the perfect combination,” she highlighted.
Rodríguez concluded by emphasizing that EXTE offers Full Funnel solutions with a creative approach focused on capturing user attention and generating a true “wow effect.” “The most innovative brands are already testing this format. This isn’t the future, it’s already happening,” she affirmed.
