{"id":8727,"date":"2023-01-10T14:39:00","date_gmt":"2023-01-10T12:39:00","guid":{"rendered":"https:\/\/abacus-consulting.net\/exclusive-interview-with-alvaro-de-gracia\/"},"modified":"2023-03-10T18:44:00","modified_gmt":"2023-03-10T16:44:00","slug":"exclusive-interview-with-alvaro-de-gracia","status":"publish","type":"post","link":"https:\/\/abacus-consulting.net\/en\/exclusive-interview-with-alvaro-de-gracia\/","title":{"rendered":"Exclusive interview with \u00c1lvaro de Gracia"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-h8n2rs-5d1e5d7333d59c4079558b223d222f4d main_color avia-section-default avia-no-border-styling  avia-builder-el-0  el_before_av_section  avia-builder-el-first  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-8727'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-gbznyg-d13d018b8fdddb39eb29af4f6372ca8c av_three_fourth  avia-builder-el-1  el_before_av_one_fourth  avia-builder-el-first  first flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lf2ib7uh-0c677e0240b7d0b465af1e67b7061ccd\">\n.avia-image-container.av-lf2ib7uh-0c677e0240b7d0b465af1e67b7061ccd img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-lf2ib7uh-0c677e0240b7d0b465af1e67b7061ccd .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-lf2ib7uh-0c677e0240b7d0b465af1e67b7061ccd av-styling- avia_animated_image av-animated-when-visible-95 bottom-to-top avia-align-center  avia-builder-el-2  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-8602 avia-img-lazy-loading-not-8602 avia_image ' src=\"https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Alvaro-de-Gracia-highlight.png\" alt='\u00c1lvaro de Gracia (CEO y fundador de APPcelerate), Macarena Est\u00e9vez y Laureano Turienzo (consejeros).' title='20230306 Alvaro de Gracia highlight'  height=\"1934\" width=\"2500\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Alvaro-de-Gracia-highlight.png 2500w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Alvaro-de-Gracia-highlight-300x232.png 300w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Alvaro-de-Gracia-highlight-1030x797.png 1030w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Alvaro-de-Gracia-highlight-768x594.png 768w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Alvaro-de-Gracia-highlight-1536x1188.png 1536w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Alvaro-de-Gracia-highlight-2048x1584.png 2048w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Alvaro-de-Gracia-highlight-1500x1160.png 1500w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/20230306-Alvaro-de-Gracia-highlight-705x545.png 705w\" sizes=\"(max-width: 2500px) 100vw, 2500px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-dsqk2g-90cae9f37cca4fef8f5e9595ea81aa83 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p class=\"photo-caption\">\u00c1lvaro de Gracia (CEO and founder of APPcelerate and Abacus Consulting), Macarena Est\u00e9vez and Laureano Turienzo (board members).<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-lf2i61ar-2a32b25ff42612c15b900a372e7e8554 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 class=\"elementor-heading-title elementor-size-default\">\u00c1lvaro de Gracia: &#8220;We offer relevant information adapted to the post cookie reality&#8221;.<\/h1>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lf2i7aeg-c89af336ebf6bec0f2329b34dc747060\">\n#top .av_textblock_section.av-lf2i7aeg-c89af336ebf6bec0f2329b34dc747060 .avia_textblock{\nfont-size:22px;\n}\n<\/style>\n<section  class='av_textblock_section av-lf2i7aeg-c89af336ebf6bec0f2329b34dc747060 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>The CEO of APPcelerate has been interviewed in the newspaper PublicidAD. Here is the full interview.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-ck0otk-d0b9457d7675ffce6d9523bd65fd5abc av_one_fourth  avia-builder-el-6  el_after_av_three_fourth  avia-builder-el-last  flex_column_div  '     ><section  class='av_textblock_section av-lf2i6wwa-467e8fad8b227c228d032a90b0214697 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><\/div><\/section><\/div>\n\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='av_section_2'  class='avia-section av-lf2ihneg-135f0377b0eb748949a424470d697a2d alternate_color avia-section-default avia-no-border-styling  avia-builder-el-8  el_after_av_section  el_before_av_section  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-8727'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-55qcso-bf3bad290e8ca2405ad72435fd4b410b av_two_third  avia-builder-el-9  el_before_av_one_third  avia-builder-el-first  first flex_column_div  '     ><section  class='av_textblock_section av-lf2iijgy-8cd828abdee9eab47e4f94ae49310d3f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h2>Exclusive interview with \u00c1lvaro de Gracia, CEO and Founder of APPcelerate<\/h2>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-lf2iixq6-ede42b6a9a98b1488e6d1094cc771048 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p><a href=\"https:\/\/lapublicidad.net\/entrevista-en-exclusiva-a-alvaro-de-gracia-ceo-y-fundador-de-appcelerate\/\">PublicidAD Peri\u00f3dico<\/a> | Editorial staff<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-lf2ijel0-c9a031085cfca6a5b50cc51fbcc9627b '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>The founder and CEO of Appcelerate<\/strong>, \u00c1lvaro de Gracia, answers questions about his company as well as about the reality of the digital advertising industry. A changing environment in terms of privacy and formats and where every day is a challenge for this type of companies.<\/p>\n<p><strong>How does a business consulting firm enter the world of digital advertising?<\/strong><\/p>\n<p>&#8220;I see it as an evolution after many years analyzing the business models of many companies, but without getting into the activation part of these audiences. In a context of great uncertainty such as the disappearance of cookies, I saw it as an opportunity to connect both worlds, in search of precision and efficiency of clients&#8217; advertising investments based on deep insights.&#8221;<\/p>\n<p><strong>Alvaro, your career has been a constant evolutionary process directly related to data management. Tell us, how did this passion come about?<\/strong><\/p>\n<p>&#8220;It was born during my university career. I started working in an American bank in London, consolidating financial statements and preparing reports. Those were the early days of Business Intelligence, where a mixed technical and business profile was required. I fit very well in this role and, fortunately, I had a great recognition. Once launched into entrepreneurship with Abacus, it has always been a constant search to add value through data. With Appcelerate we close a circle of consumer knowledge through data and its application for the activation of advertising campaigns&#8221;.<\/p>\n<p><strong>What is APPcelerate?<\/strong><\/p>\n<p>&#8220;We are a Full Ad Stack, which implies having a multiple solution to offer a complete service from a single market interlocutor. We rely on a deep knowledge of people&#8217;s behavior thanks to our own Data Lake where we integrate multiple layers of information about consumers and their behavior, and we transfer this knowledge to the activation of campaigns without the need for cookies, which we already know will soon disappear&#8221;.<\/p>\n<p><strong>What is a GeoAudience, a term used by APPcelerate?<\/strong><\/p>\n<p>&#8220;It is an anonymous Audience, contextualized with geographic data and with consent on their part to be impacted based on their location. When I explain it to clients I like to talk about there being a fair exchange between a user and a brand that provides information of value to the user based on their behavior.<\/p>\n<p>It&#8217;s the same principle why we customers don&#8217;t mind sharing our location with a cab service app: how can we not if I want to be picked up as close as possible to where I am?<\/p>\n<p>A geo-audience follows the same principle, how can I care about receiving advertising from a supermarket if I visit one three times a week? The other way around&#8230; I want to know about offers, opportunities&#8230;&#8221;.<\/p>\n<p><strong>In the world of advertising planning, the end of cookies will change the paradigm. What is the APPcelerate alternative?<\/strong><\/p>\n<p>&#8220;We propose to the market to maintain in the new context, the same effectiveness that is obtained today, but without the need to use cookies. With our vision and approach, brands will be able to fine-tune their advertising strategies as much or more than now, but from a more respectful approach than today. We won&#8217;t need sensitive information from a terminal to be very precise and achieve even higher CTRs than today&#8217;s benchmarks&#8221;.<\/p>\n<p><strong>He talks about signals in decline and others that are becoming key. What will be the key players in the short term?<\/strong><\/p>\n<p>&#8220;With the end of cookies, there will be widespread consumer demand for greater respect for their privacy, so we think geo-audiences are here to stay. The consumer has nothing to object as long as there is a fair exchange&#8230;.&#8221;.<\/p>\n<p><strong>In the past you have worked for large accounts, to what extent do you think the client has matured towards understanding this type of technology?<\/strong><\/p>\n<p>&#8220;A brand also wants to be very respectful of the privacy of the recipients of their campaigns and this is becoming an obligation, so they are one of the agents of change, or rather the end of cookies. And they also want their campaigns to remain effective in the new context, which is why we are getting such a good reception.<\/p>\n<p><strong>Where will the company be in five years and what is the future of APPcelerate?<\/strong><\/p>\n<p>&#8220;Our platform is ready to scale to other markets in the future, so I envision a multinational scenario, incorporating Appcelerate to markets with very similar needs to the Spanish one and increasingly mature technologically, which for a company with AI origins is great news.&#8221;<\/p>\n<p><strong>In its staff, it recognizes notable profiles such as that of Macarena Est\u00e9vez. What importance do you attach to a highly specialized independent consultant?<\/strong><\/p>\n<p>&#8220;For a start-up company it is very important to rely on people like Macarena who have a great recognition of solvency in the market. I&#8217;m sure we wouldn&#8217;t have counted on her in the role of advisor if she didn&#8217;t firmly believe in the reliability of our data and our audience measurement models&#8230; and in what we can do for agencies and brands.&#8221;<\/p>\n<p><strong>From your first campaigns, can you tell me how they are going?<\/strong><\/p>\n<p>&#8220;We have good cases that for now I can&#8217;t comment much on due to confidentiality issues, but I can share with you that we are going to have a paper from Deloitte that validates our vision and shows very good results both in terms of CTR, multiplying it almost by five, and in terms of the increase in up lift that the client we have worked with in this case has achieved.<\/p>\n<p><strong>Tell us about Temple. How has it also reached the field of outdoor advertising?<\/strong><\/p>\n<p>&#8220;This is a natural evolution when working with mobile data and signals. Outdoor is an increasingly relevant market where it is essential to rely on existing technology to deliver measurement with the power that this data can offer, there is no point in an approach to measurement that does not take advantage of the current state of the art. From a digital activation point of view, there was work to be done and we have already connected with some of the key players in the industry and are in the process of connecting with the rest of the industry.&#8221;<\/p>\n<p><strong>I want to be your client: What can you offer me as a brand, media agency or exclusivist?<\/strong><\/p>\n<p>&#8220;A relevant innovation that is already adapted to the post cookie reality, respecting the privacy of users, while maintaining or increasing the current standards of campaign conversion.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-4n0hjc-b91147e05f83d4ab9e6616b327439e08 av_one_third  avia-builder-el-13  el_after_av_two_third  el_before_av_textblock  flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lf2iedt0-b6e04626b8f1499d7095c3e5b3ab5c8f\">\n.avia-image-container.av-lf2iedt0-b6e04626b8f1499d7095c3e5b3ab5c8f img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-lf2iedt0-b6e04626b8f1499d7095c3e5b3ab5c8f .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-lf2iedt0-b6e04626b8f1499d7095c3e5b3ab5c8f av-styling- avia_animated_image av-animated-when-visible-95 bottom-to-top avia-align-center  avia-builder-el-14  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-8608 avia-img-lazy-loading-not-8608 avia_image ' src=\"https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/Alvaro-foto-destaca-845x684.png\" alt='\u00c1lvaro de Gracia' title='Alvaro-foto-destaca'  height=\"684\" width=\"845\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/Alvaro-foto-destaca-845x684.png 845w, https:\/\/abacus-consulting.net\/wp-content\/uploads\/2023\/03\/Alvaro-foto-destaca-495x400.png 495w\" sizes=\"(max-width: 845px) 100vw, 845px\" \/><\/div><\/div><\/div><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-lf2if1aj-eedbab019288faf2643e4d161b5e9a13\">\n#top .av_textblock_section.av-lf2if1aj-eedbab019288faf2643e4d161b5e9a13 .avia_textblock{\nfont-size:24px;\n}\n<\/style>\n<section  class='av_textblock_section av-lf2if1aj-eedbab019288faf2643e4d161b5e9a13 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>&#8220;With our vision and approach, brands will be able to fine-tune their advertising strategies as much or more than they do now, but from a more respectful approach than the current one.&#8221;<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-lf2ifhqs-cf5914cf637a0ef0f211c51b41800f35 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p><a href=\"https:\/\/www.linkedin.com\/in\/alvaro-de-gracia\/\">\u00c1lvaro de Gracia<\/a>, CEO and founder of <a href=\"https:\/\/www.linkedin.com\/company\/85629620\/admin\/\">Abacus Consulting<\/a> and APPcelerate.<\/p>\n<\/div><\/section><\/p><\/div><section  class='av_textblock_section av-6sxhh4-3119669e940ae27386ee2797528d7f16 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><\/div><\/section>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_3'  class='avia-section av-2y3uco-fac607a411695ba4b6924372f06d2e89 main_color avia-section-default avia-no-border-styling  avia-builder-el-18  el_after_av_section  avia-builder-el-last  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-8727'><div class='entry-content-wrapper clearfix'><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The CEO of APPcelerate has been interviewed in the newspaper PublicidAD. Here is the full interview.<\/p>\n","protected":false},"author":1,"featured_media":8624,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[55],"tags":[335,61,370,56,373,369,371,372],"class_list":["post-8727","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en","tag-2023-en","tag-advertising","tag-alvaro-de-gracia-en-2","tag-appcelerate-en","tag-audiences","tag-geoaudiences","tag-interview","tag-newspaper"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Exclusive interview with \u00c1lvaro de Gracia - Abacus Consulting<\/title>\n<meta name=\"description\" content=\"The CEO of APPcelerate has been interviewed in the newspaper PublicidAD. 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