Álvaro de Gracia, CEO of Abacus Consulting and APPcelerate, presenting ADDtv at Programmatic Spain.
Last Tuesday, June 6, 2023, Álvaro de Gracia presented ADDtv, the new programmatic TV advertising activation platform of APPcelerate’s AdTech ecosystem.
‘Programmatic Spain’ conference, a reference in the sector, took place in Barcelona and was attended by more than 150 people at the Valkiria Hub Space to discuss the challenges and opportunities of connected TV, Retail Media and programmatic outdoor advertising (DOOH).
APPcelerate is a national reference in the location intelligence market and has developed several products, such as APPtivate or Compass, which are now helping the programmatic advertising market. Álvaro de Gracia explained to the audience how APPcelerate is present in the programmatic advertising market through the power of data and machine learning.
Also present at the conference, representing APPcelerate and ADDtv, were Adrián Reyes, Head of Campaign Management, and Antonio Álvarez, Head of Expansion. Together with Álvaro, they explained the APPcelerate ecosystem, which consists of a programmatic mobile activation solution (APPtivate), a differentiated and exclusive platform for outdoor advertising (Temple) and the new activation model for connected TV (ADDtv).
Temple offers the possibility of applying programmatic to the complex and peculiar outdoor media: coverage, notoriety, brand safety, audience segmentation, and resource optimization. Thus, Temple allows a better measurement of frequency and outdoor impact conversion.
ADDtv, on the other hand, meets the need for digital audiovisual media in connected television. Data and audience segmentation increases CTV impressions and achieves better performance and ROI. Therefore, Alvaro de Gracia, in his talk “The future of connected TV is in geo-audiences“, highlighted how APPcelerate “is developing a model of users’ identity graph that is matched with their real behaviors to develop accurate audiences and be able to make more effective measurements“.
During the various presentations, the main challenges facing the sector in the coming months came to light:
– Business transformation through data and quality content.
– The role of a company’s own data from people who have had some contact with its brand (First-party data).
– New solutions for audience measurement and segmentation
– The concepts of geo-audiences and geolocation.
– The role of location intelligence in the DOOH market.
– The application of artificial intelligence to programmatic advertising.
– The paradigms of multichannel and omnichannel strategies.
– Synergies between traditional OOH and audience activation.
– The takeoff of connected television.
Attendees at the ‘Programmatic Spain’ event in Barcelona.
Mikel Lekaroz, Partner at Programmatic Spain, CEO of Next14 Spain and President of IAB Spain
Jordi Urbea, Senior Vice President at Ogilvy Spain and CEO of Ogilvy Barcelona.
Álvaro de Gracia, CEO of APPcelerate.
Ambar Le Sidaner, Head of Sales Spain at Displayce.
Anna Ferret, OMD Programmatic Manager Spain
Amparo Marí, Brand Manager Rosquillas-Donettes at Grupo Bimbo.
Juan Luis Jiménez, Head of Digital & Programmatic at Exterior Plus.
Felip Bergadà, Head of Digital Performance at Havas Media.
Robert Cortés, Senior Sales Manager Iberia at TapTap.
Álvaro Rodríguez, VP Iberia at TapTap.
José Miguel Lobo, Associate Director of Programmatic Sales at JCDecaux.
Catalina Pavlosky, Programmatic & Social Director at Publicis Groupe.
Mercedes López, Lead Associate Account Directo at The Trade Desk.
Marta López, Addressable & Delivery Operations Manager OOH at Dentsu.
Rubén Vara, Marketing Operativo & Digital Manager at Clear Channel.
Xavi Pons, general manager at Pulsa Media Consulting.
Carlos Bosch, Independent Media Advisor at Media CBS.
Enrique Blanc, director of Vocento’s Catalonia office.
Marta Rubió, Digital Media Manager at SEAT, S.A.
Jordi Morral, general manager at UM Spain.
Sophie Santallusia, Global Performance & Programmatic Director at PHD Media Spain.
Lucía Descalzo, Product Strategy Manager at Pelmorex Corp Iberia & Latam.
Xavi Garrido, Monetization & Data Audience Director at Pelmorex Corp Iberia & Latam.
Rafael González, Senior Sales CPG and Retail at Liveramp.
Carlos Esteve, Head of Glovo Ads Spain.
Rubén Molina, Advertising Sales Manager at Deporvillage.
Alejandra Teresa, Digital Director at Dentsu Barcelona.
Ainara Sancho, EMEA Head of Retail Media at HP Inc.
César Sánchez Riera, Digital Services & Strategic Planning Director at Mediabrands
Nora García Tounsi, Ecommerce Manager at Mediabrands.
Ana Kiniopoulou, Data Personalization Media Manager at Nestlé.
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