Publishers and advertisers work with treasure troves of data that require working in the weeds. But sometimes, working too deep can give you tunnel vision and cause people to miss the bigger picture.  

This is especially true when working with diverse audience data. Some miss out on multicultural audiences with massive opportunity and spending power. According to the Nielsen-Univision ROI of Inclusivity Study, experts expect Spanish speakers in the U.S. to grow to over 75 million by 2030 and projected Hispanic buying power in the U.S. to reach $1.9 trillion by the end of 2023. 

Still, some brands are seeing the potential in Spanish-language media. “I’ve seen a major shift in how AVOD is serving Hispanic audiences, with brands growing recognition of the incredible potential within this demographic,” shared Isabel Rafferty Zavala, CEO of Canela Media. 

In fact, EDO just released a study  analyzing every national TV ad that ran on Spanish-language TV and the data shows that ads that run on these channels have been 31% more effective than those on English-language TV. Spanish-language streaming’s growth presents a unique opportunity for publishers to engage a vibrant audience and optimize revenue streams, while allowing advertisers to improve targeting and capitalize on innovative ad technologies. However, it’s crucial to represent these communities authentically.

The Surge in Spanish-Language Streaming

With a large and growing Hispanic population in the U.S. and abroad, streaming platforms are ramping up their offerings of Spanish-language content, creating fertile ground for publishers looking to reach Hispanic audiences through targeted advertising and cutting-edge ad operations.

Key Players and Market Growth:

Televisa-Univision’s ViX+ launched in 2022 after a major merger combining Mexican multimedia company (Televisa) and the largest provider of Spanish-language content in the US (Univision). Starting with an ambitious goal, they offer over 10,000 hours of Spanish-language entertainment, ranging from telenovelas to original productions. 

They now offer ad-supported and subscription-based models with TelevisaUnivision’s flagship streaming service, Vix, amassing 50 million monthly active users, up 70% over last year.

They also acquired a free, ad-supported streaming service — Univision’s PrendeTV — to complement their Univision NOw subscription service. 

Latino-owned Canela Media has capitalized on the surge of Hispanic viewers by offering free, ad-supported content across multiple genres. Reportedly the fastest-growing Hispanic media company in the U.S., the CEO Isabel Rafferty Zavala launched the streaming service to celebrate the U.S. Hispanic community by delivering culturally relevant high-quality entertainment.

“My role has been to push for innovation — whether through our content offerings or the technology we use,” said Zavala. And this is not just lip service. Canela Media offers a wealth of first-party data through Canela Audience Solutions, reaching 76M unique devices. The OTT-first data product accurately identifies Hispanic audiences across English and Spanish content.

Other players:

Netflix, Hulu, and HBO Max are all embracing this trend, significantly expanding their Spanish-language libraries to cater to Hispanic viewers and international markets. 

Other players include fuboTV Latino, providing 65 Spanish-language channels, including Zona Fútbol and FOX Deportes. Then there’s Peacock’s Tplus, in partnership with Telemundo, offering telenovelas, news, and sports. Comcast’s NOW TV Latino provides over 25 live Spanish-language channels featuring a mix of movies, shows, sports, and news for diverse viewing preferences. 

Crafting Culturally Resonant Campaigns in a Multilingual Market

The rise of Spanish-language streaming opens new doors for publishers and advertisers. With bilingual and bicultural audiences, they can leverage advanced technologies to create practical and dynamic ad experiences explicitly tailored to Hispanic demographics.

Programmatic Advertising: Programmatic solutions allow for precise audience targeting based on language preferences, cultural nuances, and consumption habits to deliver highly relevant messaging to  maximize engagement.

For instance, Macarta used Amazon’s Spanish Language Targeting Program for geo-targeting Spanish-speaking consumers and delivering tailored messaging to increase traffic and sales. 

Dynamic Ad Insertion:  Spanish-language streaming platforms leverage real-time dynamic ad insertion to seamlessly integrate ads into content. Advertisers can adjust creative messaging based on viewer data, location, or even cultural events. By delivering ads at the perfect moment, this technology enhances viewer experience while boosting ad effectiveness. 

With Akta’s Cloud Video Platform, TelevisaUnivision’s ViX streaming service leverages DAI, replacing broadcast ads with digital ads on their streaming platform, according to Michael Cerda, CPO for Streaming at TelevisaUnivision.

Cross-Platform Campaigns: Advertisers can also explore cross-platform advertising strategies ensuring  consistent messaging by tying campaigns across ViX+, Canela, Pantaya, and mainstream services like Netflix and HBO Max to amplify reach.

Unlocking Revenue Potential Through Targeted, Authentic Engagement

Maximizing revenue in the Spanish-language streaming segment requires deeply understanding Hispanic audiences, who show strong loyalty to platforms offering authentic, culturally relevant content.

To capitalize on this, publishers should focus on audience segmentation by developing detailed viewer profiles based on region, language preferences (Spanish, English, or bilingual), and content consumption habits. 

“Targeted, personalized, culturally relevant ads will only increase in importance as time goes on. Audience data can help advertisers understand where their target audiences are consuming content and learn behavioral insights about them,” according to App Science.

AVOD platforms, such as Canela, offer a clear path to monetizing content through targeted ads, while SVOD caters to audiences willing to pay for premium, ad-free experiences. Hybrid models, like TelevisaUnivision, offer a combination of ad-supported and ad-free tiers and are also gaining traction, providing publishers with diverse revenue streams.

As EDO outlined in their study, Spanish-language TV’s impact is even greater when combined with a highly engaging streaming environment. For instance, auto brands advertising on TelevisaUnivision’s streaming service ViX were 29% more effective than Convergent TV.

According to Zavala, Canela Media owes its AVOD  success “to focusing its monetization strategies by connecting brands with content that reflects the values, diversity, and interests of our community, ensuring that advertising feels both organic and impactful.” 

Additionally, partnering with Hispanic-focused brands presents another lucrative opportunity. For instance, TelevisaUnivision’s partnered with United Airlines’ Kinective Media to integrate ViX streaming content into in-flight entertainment. The collaboration merged data assets, enhancing Kinective’s platform for targeted advertising, allowing TelevisaUnivision to drive ViX subscriptions and deliver ads to Spanish-speaking travelers.

Tapping Into Cultural Relevance for Lasting Impact

As the surge in Spanish-language streaming continues, publishers and advertisers have a unique opportunity to deepen their connection with a dynamic and growing audience. By embracing cultural relevance, leveraging innovative technologies, and fostering authentic partnerships, they can unlock new revenue streams while serving the diverse needs of Hispanic viewers. Success lies in understanding the nuances of diverse demographics, respecting cultural values, and delivering personalized experiences.

The post What the Surge in Spanish-Language Streaming Means for Advertisers and Publishers appeared first on AdMonsters.

Digital media and ad tech are at a turning point, driven by visionary professionals who understand the power of cultural authenticity and innovation. In this Hispanic Heritage Month feature, we honor the contributions and achievements of eight Hispanic and Latino leaders. 

From launching groundbreaking platforms to leveraging cutting-edge technology to amplify the voices of multicultural communities to ensure that multicultural voices are heard and represented, these eight trailblazers are shaping the industry’s future. Here’s a look at how they’re leading the charge.

8 Inspirational Hispanic Leaders Shaping the Future of Digital Media and Ad Tech

1. Isabel Rafferty Zavala, Founder & CEO, Canela Media

Revolutionizing Latino Streaming Through Innovation and Cultural Connection

Isabel Rafferty Zavala is not just a CEO — she’s a digital marketing pioneer who is revolutionizing how brands connect with Latino audiences. As the Founder and CEO of Canela Media, she has created a comprehensive digital ecosystem for brands to reach multicultural audiences, including Canela.TV, the first AVOD streaming service built by Latinos for Latinos.  Her journey, from founding Mobvious to securing $32 million in venture capital funding, is a testament to her vision and resilience in an industry often dominated by non-minority voices. Under Isabel’s leadership, Canela Media has become a powerhouse, reaching over 50 million monthly users globally.

Breaking Barriers in a Competitive Media Landscape

“Breaking into the digital media industry as a young Hispanic entrepreneur comes with unique challenges, especially around funding and representation. Less than 2% of VC funding goes to women-led businesses, so it’s critical to target investors committed to supporting women and minorities. Surround yourself with mentors and build relationships with VCs who align with your values and mission. Persistence is key — many doors will close, but the right one will open if you stay focused.”

Isabel’s leadership goes beyond business. She is passionate about supporting underrepresented communities, from young Latino students to emerging Latino filmmakers. Her vision for the future of Hispanic-focused media is clear: to leverage technology to tell more personalized, culturally resonant stories that engage audiences on a deeper level.

2. Adrian Ruiz, Co-Founder, Mundial Media

Harnessing AI to Drive Multicultural Marketing Innovation

Adrian Ruiz co-founded Mundial Media to transform how brands engage with multicultural audiences through advanced contextual marketing. With a deep background in revenue operations, AI, and product development, Adrian strongly advocates leveraging technology to reach diverse communities authentically.

Building Inclusive AI for Multicultural Audiences

“Growing up immersed in both Mexican and American cultures shaped my approach to building Mundial Media. My heritage instilled in me the importance of representation and understanding diverse perspectives. One of the unique challenges in ad tech is the underrepresentation of Hispanic professionals. But this challenge has also been an opportunity to advocate for more culturally relevant advertising that genuinely connects with diverse audiences.”

Adrian also fosters diversity within his teams, believing innovation thrives when different voices are brought into the conversation. His work ensures that multicultural audiences are not just reached but celebrated. His approach to AI-driven marketing strategies ensures that these communities are authentically represented, setting the stage for a more inclusive ad tech ecosystem. The ad tech entrepreneur has a future goal to continue expanding Mundial Media’s AI-driven solutions to create even more meaningful, personalized ad experiences for underrepresented groups.

3. Paula Grunfeld, CRO, Bunny Studios

Fostering High-Performing Teams for the Future of Digital Media

As CRO of Bunny Studios, Paula Grunfeld is a powerhouse in digital media, known for driving revenue growth and building high-performing teams. With a focus on inclusivity, Paula has helped position Bunny Studios as a leader in creative outsourcing, enabling brands to access diverse talent for media production.

Passion and Mission Drive Success

“If I could give my younger self career advice, it would be to focus on finding something you love. Your passion will shine through in your work and open doors for growth and success. Don’t be afraid to take risks, even if they seem unconventional at first. By staying true to your mission and passion, you’ll find fulfillment in both the journey and the destination.”

Paula continues to advocate for diversity in hiring practices, believing that a diverse workforce is fair and essential for innovation. She emphasizes that companies should invest in underrepresented talent, giving them the tools and opportunities to thrive and contribute to a more dynamic industry. She believes companies must actively support Hispanic professionals through mentorship, training, and development programs. By doing so, they will create a more inclusive industry that thrives on diverse perspectives.

4. Armando Aguilar, VP Programmatic Operations, Mirror Digital

Culturally Relevant Connections Through Programmatic Innovation

With over two decades of experience, Armando Aguilar has honed his skills in programmatic advertising to focus on connecting brands with multicultural audiences. As VP of Programmatic Operations at Mirror Digital, Armando’s leadership ensures that culturally relevant messaging is at the forefront of their campaigns.

Change is the Only Constant

“The best advice I ever received was to embrace change. In this industry, where technology and strategies evolve rapidly, adapting to change is not just an option — it’s a necessity. As a Puerto Rican growing up near Boston, I learned early on that my heritage and language were assets, not obstacles. It’s crucial to be your authentic self in every room you enter.”

Armando’s approach to programmatic advertising focuses on integrating cultural insights into data-driven strategies, ensuring that campaigns are effective and culturally relevant. He is passionate about using his platform to advocate for more inclusive marketing strategies. The programmatic professional believes that the future of advertising lies in embracing cultural diversity, allowing brands to engage with consumers impactfully and authentically.

5. Anthony Diaz, Director of Digital Revenue & Ad Operations, TED Conferences

Pioneering Innovation in Digital Revenue Strategies

Anthony Diaz has spent over 15 years shaping the digital advertising space, and his current role at TED Conferences focuses on optimizing workflows and maximizing revenue opportunities. His previous experience at companies like Viacom and Sports Illustrated has equipped him with the knowledge to lead complex digital strategies.

Embrace Challenges as Opportunities for Growth

“If I could give my younger self any advice, it would be to appreciate the challenges and obstacles in your career — they’re the best teachers. Each setback offers a lesson that contributes to long-term growth, personally and professionally. In the ad tech space, especially for underrepresented communities like ours, it’s vital to see each challenge as an opportunity to innovate.”

Anthony believes diversity and representation are essential for talent development and key drivers of innovation. The digital media leader says diversity in the workplace leads to more innovative solutions. He’s passionate about mentoring the next generation of Hispanic professionals, ensuring they have the support and opportunities to thrive in an ever-evolving industry.

6. Rebeca Medina, Sr. Digital Engagement Manager, Campari

Driving Engagement with Data and Creativity

Rebeca Medina has carved out a niche in the digital marketing world, blending creativity with data-driven insights to engage consumers. As Sr. Digital Engagement Manager at Campari, she leads initiatives that are as data-informed as they are innovative, ensuring that the brand connects with its audience on a deeper level.

Bring Your Unique Perspective to the Table

“One piece of advice I’d give my younger self is to lean into your unique background and experiences — they are your strengths. Don’t be afraid to share your insights, even if they challenge the status quo. And while you’re working hard, don’t forget to take care of yourself. Maintaining a balance between professional ambition and personal well-being is essential for long-term success.”

Rebeca is dedicated to showing that diverse perspectives, particularly those from the Hispanic community, can fuel innovation and creativity in marketing. Her goal is to create campaigns that resonate with consumers and reflect the diversity of the world. She believes that companies that prioritize diversity will ultimately be the ones that drive the most creative and impactful change in the industry.

7. Dennis Paredes, Director of Performance Marketing, WMX

Mastering Performance Marketing with a Cultural Lens

Dennis Paredes has spent over two decades perfecting the art of programmatic advertising. As the Director of Performance Marketing at WMX, he leads efforts to ensure that programmatic strategies are both data-driven and culturally resonant, focusing on reaching diverse audiences. Dennis leads programmatic efforts across multiple formats, including video, native, and audio.

Turn Every Challenge into an Opportunity

“My advice to young Hispanic professionals in the performance marketing space is simple: understand every lever that drives performance, and don’t wait for opportunities — create them. Dive deep into programmatic platforms, experiment, and invest in your learning. The ability to navigate different cultures and realities is a superpower; use it to your advantage.”

Dennis continues leveraging his cultural background to create marketing strategies that connect on a human level while delivering measurable results. The performance marketing leader is passionate about mentoring young Hispanic professionals and believes that the future of marketing lies in combining cultural insights with cutting-edge technology. His leadership style encourages curiosity, continuous learning, and pushing boundaries. He’s passionate about mentoring young professionals and sharing the tools they need to succeed in the industry.

8. Kevin Salguero, Director of Programmatic Operations, TelevisaUnivision

Leading with Purpose in Programmatic Operations

Kevin Salguero is a seasoned programmatic advertising professional, overseeing buy- and sell-side operations at TelevisaUnivision. While maximizing the monetization of the company’s owned properties, Kevin ensures that Hispanic audiences are authentically represented in digital campaigns. His work in audience extension and data strategies helps drive deeper connections between brands and Hispanic audiences.  

Representation and Mentorship Matter

“Representation means seeing professionals with stories like mine flourish — not because of our shared heritage, but because of the talent we bring to the table. As Hispanic professionals, we have a unique ability to navigate between cultures, which makes us invaluable in spaces like ad tech. My advice to young Hispanic professionals? Stay curious, learn outside your scope, and find mentors who can guide you — mentorship is key.”

Kevin’s dedication to mentorship is a central theme in his career, and he continues to advocate for more representation of Hispanic professionals in ad tech. His approach to leadership is rooted in continuous learning and giving back to the community. The ad tech pro is on a to ensure that future generations have the tools and opportunities to thrive in the digital landscape.

Paving the Way for Future Innovation

These eight leaders are more than just digital media and ad tech professionals — they are trailblazers reshaping the industry’s future. By prioritizing cultural authenticity, embracing technology, and advocating for diversity, they set new standards for what’s possible. Their stories serve as a beacon for the next generation of Hispanic professionals, proving that representation and innovation go hand-in-hand. As they continue to push boundaries and break barriers, they’re not just driving progress, they’re paving the way for others to follow in their footsteps.

The post 8 Inspirational Hispanic Leaders Shaping the Future of Digital Media and Ad Tech appeared first on AdMonsters.

As the daughter of a first-generation Cuban mother, it’s been vital for Sofia Santiago, Senior Director of Global Pricing & Inventory at Match Media Group, to “reclaim the culture.” We had the honor of chatting with her about the importance of reclaiming her cultural roots and preserving her Cuban heritage, as she puts it.

Santiago’s desire to honor her roots stems from her deep appreciation for her family’s history. By tracing her family tree, learning Spanish, and cooking traditional Cuban dishes, she’s actively built her cultural identity and hopes to pass her Cuban traditions to future generations.

Join us as we explore this digital media and advertising veteran’s journey of embracing her cultural roots, navigating her identity, and achieving remarkable success in the media industry.

Cuban to the Bone

Although Santiago is only half Cuban, in her eyes, since her maternal side is of Cuban descent, it’s enough to be considered full-blown. Even though her father is Irish American, much like myself, she feels that a child is always more of their mother than their father.

Getting in tune with her Hispanic roots is something she takes pride in. Santiago has even visited Cuba and brought her daughter, who is now eight, to explore and learn about the country’s rich cultural heritage. Her trip to the largest island of the West Indies was filled with excitement and lots of family activity, where she got to learn more about herself personally and the people she comes from. The trip also served as an eye-opener for her.

Let Santiago tell it: Cuba is not the place for vacation. Why, you ask? Necessities are scarce. “It was tough just to get the basic necessities, and that’s going there as a tourist with money to spend,” she explained. “So you can just imagine the people actually living there.”

In the same breath, she pointed out that not a single person asked her for money and that when they saw her with her baby, they showered her with offerings like baby clothes and candy, which is a testament to the hearts of the natives she came in contact with, no matter their circumstances. Witnessing the resilience and strength of the Cuban people in the face of adversity profoundly impacted Santiago. It further deepened her appreciation for her heritage and the importance of embracing cultural roots.

Professional Success in the Realm of Online Dating 

Much like the experience of dating app users, Santiago’s career path has been one representative of being selective, setting clear intentions, embracing opportunities, and forging one’s own path. From early on, she’s always been a fan of numbers, as they came easy to her as a child, which continued into adulthood. 

“In​​ professional roles, I like being able to tell stories and make cases with those numbers,” she shared. “I like being on the publisher end of media, but I was always more interested in how I could support operations internally versus a client-facing role. So pricing and inventory always made sense to me.”

Ironically, the operations professional doesn’t consider her employer, Match Media Group a publisher, considering they don’t publish content like a traditional publisher does. Match Group owns the largest global portfolio of popular online dating services, including Tinder, Match.com, Meetic, OkCupid, Hinge, Plenty of Fish, OurTime, and other dating global brands. And since marketers can leverage the aggregated audience, data, and insights from millions of global users across the company’s portfolio, the company is a great partner for advertisers looking to reach diverse audiences.

How do ads work on dating apps, you’re wondering? They mostly come in native ads, mainly geared towards men. Female users hold the most value on dating apps, and Match Media Group is cautious about messing up the user experience for women. As a digital ad sales professional in the dating app world, having a unique perspective on user experience has been a valuable tool for Santiago. 

Her career growth and dedication reflect her professional satisfaction and the positive impact she has made at the company. After all, she has been at Match Media Group for eight years.

The Future is Bright for Sofia Santiago

As we celebrate Hispanic American Heritage Month, Santiago’s story is a testament to the importance of hard work and consistency while working towards elevating your success. 

She recognizes the importance of mentorship and pays it forward and has been fortunate to have exceptional mentors throughout her career who have guided and inspired her along the way. She is committed to mentoring junior professionals, sharing their experiences, and helping others navigate their career paths. She also advocates for diversity and inclusion, contributing to a more equitable and welcoming workplace environment.

“I’ve been really lucky to have had great bosses throughout my career in this industry, and I think the common thread amongst them is that they entrusted me and given me the autonomy to make my own decisions,” Santiago shared. “I think I’ve just been fortunate in that regard. It’s impacted my desire to mentor others in more junior roles and share whatever knowledge I can with them based on my experience.”

The post HHM: Match Media’s Sofia Santiago Says Her Career and Online Dating Have Two Things In Common: Numbers appeared first on AdMonsters.

Alexander, or Alex as he is affectionately known, is Senior Director of Revenue Operations at My Code, the largest multicultural media company in the U.S. enabling publishers, brands and agencies to connect with diverse audiences. 

As a marketing major in college, Haluska dreamed of landing a job akin to Mad Men’s Don Draper. The allure of advertising quickly transformed into a fascination for the intricate workings of ad tech, with a healthy dose of spreadsheets and ad tags. 

Having embraced the challenges and realizing that this unassuming path was where his talents truly shone, now he’s navigating the complex terrains of the advertising ecosystem to advocate for a more nuanced understanding of audience dynamics. By steering the industry toward a more inclusive future, Haluska is bringing to life the profound appreciation he has for the sacrifices his family made to pave the way for his future. 

Hispanic Heritage Shaping Perspective

As a second-generation immigrant born to a Mexican mother and a Spanish father, Haluska’s dual heritage instilled a strong work ethic and natural inclination to succeed. Haluska proudly identifies with his Mexican heritage, emphasizing the importance of family in his life and how the struggles his parents and grandparents endured helped shape the path for his fruitful future. 

“In Mexico, my grandparents worked on the farms, in the fields. It really helps put things into perspective,” he says, acknowledging the hard work that paved the way for his success. “It really makes me want to take full advantage of the opportunities I’ve been given knowing that they put so much work into giving me these opportunities.

In his role at My Code, Alex isn’t just managing revenue streams; he’s making a meaningful impact, he’s helping to steer the advertising industry towards a more inclusive future. “It’s less about creativity and more about making sure you’re embracing cultures,” he says. “Understanding different traditions and letting that influence seep over can help you construct better campaigns, regardless of what audience you’re trying to reach.”

For an industry that’s often critiqued for its one-dimensional portrayals, Haluska advises a different approach. In particular, he points out that the ad tech industry still has a long way to go with it comes to inclusion. “It’s blatantly obvious that things like inclusion/exclusion lists, site lists, and keyword block lists often miss the mark,” he observes. “By doing so, buyers are probably missing out on great content around different celebrations and traditions. It’s less about ingenuity and more about making sure we’re reaching audiences authentically.”

My Code’s commitment to diversity and inclusivity is evident in their projects. They collaborate with creators from diverse backgrounds to align priorities between advertisers and underrepresented communities. Hulaska takes pride in these endeavors, knowing that authentic connections can be made when brands prioritize meaningful engagement over generic targeting.

His dedication to diversity and inclusion is not limited to his professional life; it’s a personal mission. Hulaska firmly believes that “A diverse team brings fresh perspectives and innovative ideas,” making it a driving force behind My Code’s success. He champions this cause both within and outside the company, advocating for equal opportunities and representation in the advertising world.

Mentors Who Ignited Growth and Advice For Freshman

On his journey through ad tech, mentors played pivotal roles. From the visionary CEO, Parker Mors, to his supportive boss, Mark Murrin, and the esteemed former president, Tony Gonzalez, he found mentors who believed in him. They didn’t shield him from challenges but rather empowered him to learn from his mistakes and actively participate in vital conversations. Their guidance and willingness to seek his input proved invaluable in his professional growth.

“I owe a lot to the three of them,” the senior director admits. “They really went out of their way to make sure I was growing in my career,” he remarks, highlighting the significance of supportive mentors.

In turn, Haluska advises incoming ad techies, “Be curious and ask questions.” He encourages seeking guidance from experienced colleagues and using available resources like YouTube, Reddit, and Slack communities to expand your knowledge. Being proactive and finding answers to problems, even when they seem elusive, can set one apart in their ad tech career. Whether it’s learning the intricacies of Excel or navigating the dynamics of a new workplace; never underestimate the power of mentors. The rev ops pro encourages freshmen to embrace challenges and learn from failures and also recommends leaning on networks, both within and outside the company, to get ahead.

Adapting to Industry Change

The advertising ecosystem has undergone remarkable transformations during Hulaska’s tenure in the industry. Technological advancements are shaping the space, from the rise of Google tools and data-driven strategies to the complex world of user identity without cookies, from advances in brand safety and attribution models to the emergence of CTV — he’s seen enough to make his head spin.

This is why he advocates for building community and fostering collaboration in the industry, making it easier to decipher the ever-expanding array of ad tech innovations and to increase the likelihood of success for all parties involved.

While Hulaska’s typical day revolves around onboarding SSPs, project execution, conducting yield analysis, refining product offerings, maximizing revenue across the portfolio, and ensuring the efficiency of processes — he has a unique ability to identify promising partnerships, nurture them, and guide them to fruition, ensuring that My Code drives results. From the initial spark of an idea to the final execution, he’s involved every step of the way. His dedication to ensuring that partnerships are not just successful but also mutually beneficial has earned him the respect and admiration of colleagues and partners alike.

A Vision for the Future

As Hispanic Heritage Month reminds us of the rich tapestry of cultures and talents that make up our society, Alex Haluska stands as a symbol of excellence. His insights into industry changes and the importance of cultural understanding serve as a valuable lesson for ad ops professionals. From a young, ambitious advertising enthusiast to a senior director overseeing multimillion-dollar revenue streams Hulaska’s course is a testament to the power of determination, hard work, and the impact of supportive mentors.

The post Celebrating Hispanic Heritage: My Code’s Alexander Haluska on Navigating a Career in RevOps appeared first on AdMonsters.

Lacey Gutierrez grew up in Washington, D.C., but her lineage traces back to her paternal grandfather, who immigrated to the U.S. from Cuba. While her father and his four brothers did not grow up learning Spanish — it was vital to her grandfather that his sons grew up “very American” — her father ensured that she and her brother grew up connected to their culture. 

Gutierrez started learning Spanish in school and later majored in Latin American Studies with a Spanish minor in college. This allowed her to study abroad in Argentina. 

“I got the opportunity to travel extensively in Latin America, and I was finally able to visit Cuba in 2018,” said Gutierrez. “I feel a real connection to the region — though there’s, of course, a lot of cultural differences between the countries in Latin America, I’m always struck by a sense of richness and warmth when I’m there.” 

While her father greatly influenced her connection to her culture, he also influenced her career trajectory. He was the first person in his family to earn a college degree — he earned a law degree and worked for the Federal Communications Commission during the advent of cellular. 

“My father is a truly self-made man. While in college, he worked for his local Sears, where he would unlock the doors for the cleaning crew at 4:00 am and then do his homework while waiting to start his day job,” said Gutierrez. “After getting his degree, he was involved in writing some of the early regulations around cellular and became an expert. I learned the importance of hard work, education, and the power of taking a smart risk to specialize in an emerging area.”  

The Early Years: The Birth of a Privacy Lawyer

Gutierrez always expected to follow in her father’s footsteps to become a lawyer, but she got her foot in the door as a college student working at the New Orleans Public Defender’s Office. She worked as an interpreter for Spanish-speaking clients and asserts that this is where she learned to become an advocate. 

Her interest in privacy law developed while she was in school. After taking a class, Gutierrez pursued her CIPP — a privacy certification offered by the International Association of Privacy Professionals. The timing was perfect because the world around her was grappling with how to comply with GDPR as she began to work for a company that provided legal and consulting services. 

“The head of the company’s privacy and cybersecurity consulting group heard that I had gotten certified, called me up, and asked if I could start on a GDPR consulting engagement the next day,” said Gutierrez. “As a consultant, I worked with companies in various industries, helping them build privacy programs from the ground up and later assessing the maturity of their programs. I worked closely with one client, Group Nine Media, who eventually hired me as in-house counsel.” 

At first, Gutierrez was hesitant to work as an in-house counsel. She thought, “I can either be a consultant or a lawyer.” She believed her decision would pigeonhole her and not fulfill her passion for problem-solving. But the assumption was wrong. She juggled privacy program management and the traditional aspects of being an in-house counsel. 

Later on, Vox Media acquired Group Nine, which allowed her to work with an even larger number of digital brands. 

Present Day: The Hearst Woman

Whether it was her father’s influence, her carefully strategized career path, or her tenacity to pursue her goals, Gutierrez now works as a Counsel for one of the largest media companies in the country. 

“Many people think of Hearst as a publisher but don’t realize how highly diversified it is – Hearst has businesses in industries from media to aviation to healthcare, and I get to work closely with multiple Hearst businesses,” said Gutierrez. “I’m hugely fortunate to be exposed to a wide range of legal and business issues and to work with experts like our Chief Privacy Officer, who is a real leader in the privacy field.” 

The current federal privacy regulations terrain is shaky. With no federal privacy regulations in the states, U.S. publishers must regard state policies, many of which have varying rules. This year alone, five privacy state laws are coming into effect. Since starting with Hearst last July, Gutierrez has spent significant time understanding the new legislation and analyzing its impact on Hearst’s business. 

“It’s still up in the air how state regulators will enforce these new laws – last year’s Sephora enforcement action surprised many people – all while we’ve seen a lot of activity from federal regulators recently,” said Gutierrez. “With new state privacy laws passing left and right, it sometimes feels like keeping up with them could be a full-time job, and it doesn’t look like things will be slowing down anytime soon.” 

From Counsel: Advice for the Privacy Terrain 

Navigating privacy regulation poses a significant challenge for companies in the present environment, and it’s apparent that many businesses are grappling with these complexities. Business professionals must undergo proper training on legal requirements, enabling them to identify potential issues independently. 

Collaborating closely with legal teams, especially in the early stages of developing new products or initiating advertising or marketing efforts, is crucial. This collaboration ensures a proactive approach to legal compliance. 

For instance, when clients inquire about the compliance of a new initiative with regulations like the CCPA, it showcases a commendable level of awareness and engagement. Businesses must emphasize a robust understanding of the personal information they handle, where it’s stored, and which parties may have access to it, fostering a cohesive effort between the business and legal/privacy teams.

As Gutierrez puts it, “Not having a sound process generates risk for the company as a whole.” 

Businesses need to comprehend the significance of establishing effective processes to address privacy requests from consumers. While various departments within a company might find it challenging to allocate resources for privacy requests, overlooking this aspect poses potential risks that can impact the entire organization. A proactive and systematic approach is fundamental in safeguarding the company’s and its stakeholders’ interests. The task is daunting, but Hearst is lucky to have a titan like Gutierrez to help navigate the terrain.

The post Celebrating Hispanic Heritage: Hearst’s Lacey Gutierrez — Advocating Privacy in the Media Landscape appeared first on AdMonsters.

With his current role as the VP, Measurement, Addressability, and Data Center at IAB, Jeffrey Bustos is now in the position to guide industry-wide change — driving some evolutions in the ad tech ecosystem and championing diversity and inclusion. 

Born in Colombia, he moved to Costa Rica to escape the violence in his country. Growing up, he attended an American school in Costa Rica, which proved valuable when he moved to the United States. From Colombia to Costa Rica to eventually landing in sunny-side California, Bustos imagined his life in America would be straight out of a movie. Hollywood portrayals glamourized his initial perception of the U.S.  

“I thought I was just going to be surfing all day and living Hollywood’s glamorization of school cliques,” joked Bustos. 

Starting second grade in the U.S. was overwhelming, especially since Bustos had difficulties speaking and writing English. However, amidst the challenges, Bustos met Greg, who became his first friend in the United States. He made him feel welcome but also brought joy to his school days.

Eventually, his time in America led him to the ad tech industry, but Bustos’ first dream was to be a writer. 

Early Aspirations: “The Pursuit of Happyness”

With tunnel vision on becoming a writer and needing to pay rent hanging over his head, Bustos decided he would be a copywriter. In his senior year of college, he taught himself HTML and SEO. Eventually, he got his first job as a copywriter in Miami, but the city that never sleeps was calling out to him, and so was advertising. 

“I applied to 421 jobs to get my first advertising job in New York City,” said Bustos. 

Breaking into the advertising world was hard back then. He didn’t know about holding companies or the difference between brands and agencies. He especially didn’t know about the ad tech world. But he had a goal in mind and went after it. A trait very reminiscent of American ideologies portrayed in Hollywood. Maybe his life would be more like a film than he thought. 

His first job in advertising was working for a small theater agency advertising Broadway shows. He has fond memories of working there, especially with the perks of free Broadway tickets. Yet, theater marketing was not the end of his professional career. The ad tech industry was calling his name and he followed its voice like a siren’s song. 

The DEI Advocate: “Lean On Me” 

Bustos’ transition into ad tech was transformative, but different from how one would initially think. After working for ad agencies for a while, he started working in data strategy, specifically measurement and data enablement. 

It’s not just that ad tech was a completely different world from his previous role, it was also the first time he had a boss who was not white. She was a Dominican woman who was proud of her Latina background. 

“She was very much herself at all times, and it encouraged me to be myself,” said Bustos. “She was a Latina woman and the head of data enablement. Her team was very diverse, and she proved that you can lead a data practice at a huge holding company that is diverse.” 

Her advocacy reached far beyond performative jargon. She pushed equity alongside inclusion to ensure her team reaped diversity’s benefits. She pushed women and people of color to learn and advance in their careers. Her representation and leadership inspired Bustos to follow that example in his leadership career. 

“I think representation is important for marginalized groups and other people,” said Bustos. “Many people’s biases come from simply not knowing or coming in contact with another demographic. Training and investment in DEI initiatives is important to reduce these moments of bias across the industry.” 

Being an immigrant often means navigating uncharted territory, with limited knowledge of the myriad career opportunities available. One of Bustos’ driving passions is mentoring the next wave of leaders, guiding them towards opportunities that align with their interests. 

“I place great emphasis on connecting them with leaders who mirror their backgrounds, experiences, and challenges. These connections are invaluable, offering both tangible advice and the inspiration derived from seeing someone who looks like you succeed,” said Bustos. “Representation truly matters. When I began my journey, leadership was starkly homogeneous. Today, while there’s been improvement, the journey towards comprehensive diversity is still in its infancy. We must all play our part in paving this road ahead.” 

Leading From the Mountaintop: “The King’s Speech” 

Now, as the VP, Measurement, Addressability and Data Center at IAB, he is following in the footsteps of his mentor by innovating in ad tech and being the representation he needed at the beginning of his career. 

Bustos remembers working remotely in Argentina when the IAB approached him about the job. He did not know he was on their radar, but he jumped at the opportunity to help develop solutions on measurement, addressability and data privacy.

Since then, he has evolved as a one of the thought leaders in retail media, measurement, and data privacy. He is known for his Socratic leadership style, which helped him create an inclusive and collaborative work environment for industry leaders. “IAB has given me an opportunity to demonstrate my expertise and allowed me to meet many people to help move the industry forward with our members,” said Bustos. “In this role, one of my main priorities is to foster diversity.”

For example, the IAB recently hosted a conference, the IAB Connected Commerce Summit: Retail Reimagined, which had one of the most diverse array of speakers. And Bustos is proud of his push to foster diversity and inclusion in this space. 

“IAB has been a great vehicle to put forth diverse speakers and leaders. Advocating for diversity doesn’t mean compromising on quality. It means making a concerted effort to ensure equity and create a level playing field. This way, we can spotlight a range of voices and perspectives, ensuring that we truly have the best minds, which come from all backgrounds,” said Bustos.

The post Celebrating Hispanic Heritage Month With IAB’s Jeffrey Bustos: The DEI Champion, The Retail Media Expert, and The Thought Leader appeared first on AdMonsters.

But we’d be remiss not to mention that advertisers are also underspending on the Hispanic market relative to the total population, media consumption habits, and growing economic power.

And the situation is far worse for Hispanic/Latinx media companies, who really aren’t seeing their warranted share of coins coming from advertisers. Slow and steady sometimes wins the race, but in 2022 Hispanic media’s ad revenue should not still be so far behind.

We know that Univision’s ad sales were off to an amazing start earlier this year,  but they can’t be the only go-to for advertisers, as there are other equally deserving media companies with phenomenal reach across Latinx communities.

“We heard from our research that to authentically connect with diverse social media companies, it’s better told from a first-person experience,” Fernando Romero, Head of Advertising Sales at Fuse Media, mentioned at That Big TV Conference.

“So when it comes to understanding our audiences, we accomplish that because we operate with many of the same challenges our communities face. We understand the challenges of getting distribution, accurate measurement, and our voice out there. At Fuse, we take pride in that first-person ownership and not just telling a Latino story because that’s not the way the world is.”

Many Hispanic/Latinx-owned publishers share the same sentiment but lack the financial backing crucial to filling their inventory. We chatted with five Hispanic ad tech professionals working to help increase minority-owned ad spend.

Challenges Hispanic/Latino Media Face With Ad Spend

Across the board, many Hispanic/Latinx-owned media publishers feel that the biggest challenge is that brands simply do not prioritize minority audiences over mainstream audiences. Companies assume they will reach minorities with general audiences; while they can, that is only the tip of the iceberg. 

A deeper and more meaningful connection to the audience is needed, and it’s great that some brands are looking to make that step more inclusive.

Isabel Rafferty Zavala, CEO & Founder at Canela Media pointed out how brands have been looking to her company for assistance connecting with the Hispanic audience. Partnerships seem to be a major theme in publishing and ad tech in 2022, but when it comes to Hispanic/Latinx ad spend, all parties in the ecosystem need to do their share to facilitate change.

Gerry Ramirez, VP of Partnership Development at My Code, laid out some obvious challenges that, from his perspective, are holding Hispanic/Latino media back from remaining competitive, afloat, and relevant to key advertising multicultural strategies:

Lack of Consolidated Access to Mass Reach

This has the power to retract engagement from digital publishers across the multicultural landscape. Since these entities are much smaller than general market publishers, agencies creating over-arching multicultural strategies for US brands aren’t seeing them. These publishers are rich in culture, more than authentic, and relevant, which is an excellent combination for any brand to want to work with. Nonetheless, the scale they bring to the table on their own can lead to operational problems for the type of partnerships these publishers typically wish to establish.

The Misconceptions About Reaching Multicultural Segments

The one-size-fits-all approach will never work with targeting any niche audience, and the Hispanic/Latino audience alone is not monolithic and should not be treated as such. Utilizing the same in-market publishers has decreased ad spend amongst small and niche publications dripping in real culture and providing the type of content that Hispanic/Latino audiences want to consume.

These niche publications focus on the Latino audience’s sub-segments, creating an in-culture, in-language outlet for brands to reach Latino communities. For instance, Mexicans may be in one subset, Columbians in another. Keeping nuances across subsets can help brands stay relevant amongst Hispanic/Latino communities.

These setbacks have turned brands away from engaging with some Hispanic/Latino publishers and led to unfortunate events as other issues still stand in the way of Hispanic-owned media getting the coins they deserve.

“Often-touted challenge presented is that Hispanic/Latino audiences can be targeted programmatically via General Market and therefore it’s unnecessary to invest in in-langue copy or contextually relevant publishers,” said Anthony Dominguez, Director, Publisher Development (Multicultural) at Colossus. “While we believe in the power of programmatic, it’s been proven that US Hispanic Audiences reward brands that deliver a more personal message and appear in more contextually relevant sites.”

Are AIMM Memberships Holding Minority-Owned Media Pubs Back?

Christopher Kenna, Chairman & Founder of Brand Advance Media Group, expressed his disdain for agencies and brands’ ability to require minority-owned media to get certification bodies such as AIMM and others.

The certification states if a publisher is Hispanic or African-American-owned and is issued by private companies free to charge whatever they wish. It’s evident that these private companies are not always minority-owned, but despite that, they can charge publishers anywhere from $15,000 to $50,000 to register and become certified.

Small and medium-sized publishers shouldn’t have to pay thousands just to prove themselves worthy of some funding.

“Does ‘White’ media have to do this? Does ‘Mainstream’ media need a certification that allows brands and agencies to spend with them other than the normal IAB, etc.?” Kenna asked.

Solutions To Help Pump Up Hispanic Ad Spend

We spoke to some of our friends in the industry who work closely, if not directly, in maximizing Hispanic Media ad spend, and we asked them what they think would be the best next steps toward implementing change. These are their answers.

Isabel Rafferty Zavala, CEO & Founder at Canela Media

Isabel Rafferty Zavala, CEO & Founder at Canela Media

“At the end of the day, brands will follow other brands who are having success. They will learn from their successes.

We see big brands like McDonald’s putting weight behind multicultural advertising, and it’s paying off. These examples will lead the way for other brands to do the same.

Advertisers who recognize the power of the Hispanic purse and take the time to reach this audience will benefit greatly.”

Gerry Ramirez, VP of Partnership Development at My Code

Gerry Ramirez, VP of Partnership Development at My Code

“Marketers need to understand the audience that will engage with their brands fully. This entails advanced research and partnering with mass outlets ALWAYS supplemented by ethnic media. 

At My Code, we continuously study the audience and its sub-segments to give our clients the expertise supported by research. This includes panel interviews, digital surveying, online lift measurement studies, and deep categorical analysis. Understanding your audience’s digital lifestyle and nuances allows messaging to resonate authentically, boosting engagement.

In addition, our publisher onboarding process allows brands to access a vast array of digital publishers who cater to all sub-segments of the Hispanic/Latino culture, accompanied by an audience-based approach that fully understands where the audience lives online and how they engage with the content.

We champion the scale and influence of the multicultural audience to increase access and authentic representation across our network and beyond. We provide resources and tools to the publisher network to drive best practices in growing traffic and ensuring premium visibility and performance for advertisers. In addition, we support our publishers’ commitment to serving diverse audiences and advocate to maximize their ad revenue and all other revenue streams.

Pairing relevancy and reach creates an impactful opportunity for brands to connect.”

Christian Carrillo, Associate Director of Ad Operations at Dotdash Meredith

Christian Carrillo, Associate Director of Ad Operations at Dotdash Meredith

“There is an opportunity to work with Hispanic/multicultural agencies that are looking to target English-speaking or bilingual Hispanic visitors and not limited to just Spanish-language users. 

As a solution, I recommend that publishers invest more time in researching Hispanic purchasing power and create relationships with agencies that can educate sellers on client needs in the multicultural market, which applies to direct and programmatic strategies. 

The Univision and Telemundos of the world shouldn’t be the only major brands these agencies work with because Hispanic users visit other publishers. Still, some are limited to browser tools that translate content or, worst case, rely on social media to get advice, news, and content that professionals do not write, yet share with family members and friends.”

Anthony Dominguez, Director of Publisher Development (Multi-Cultural) at Colossus

“Invest more internally on teams that can develop in-language creative and work with technology companies that programmatically target US Hispanic audiences easily.

This a friendly reminder that US Hispanics/Latinos are not a cultural monolith; therefore, our digital media consumption is extremely wide-ranging. 

Partnering with a technology company that understands these nuances can effectively deliver and target these audiences at scale.”

Christopher Kenna, Chairman & Founder of Brand Advance

Christopher Kenna, Chairman & Founder of Brand Advance

“Get rid of certification bodies like AIMM and others like it! There should never be a barrier between ad spend and the minority/underrepresented publisher. Many states, including NYC, already have a certification, and it’s free, so it is unreasonable for agencies and brands to require private certificates that are putting a financial strain on publishers, including myself, but also are discriminatory to only underrepresented groups.

I hope that highlighting this can lead to change and that the industry says that Hispanic/Latino publishers no longer have to get this certification to gain access to media spend. At this time, it is unfortunate that big agencies will not work with you without this membership. We have four magazines, and they want $15,000 per magazine.”

The post 5 Ad Tech Professionals Provide Solutions to Pump Up Hispanic Ad Spend appeared first on AdMonsters.

During HHM, we recognize those who inspire others to succeed; representation is everything. In advertising technology specifically, very few Hispanic/Latinx people are running the show.

Still, here at AdMonsters, we are fortunate enough to know a few who are striving in their professional roles daily and have been for years.

Here are 10 Hispanic/Latin American ad tech professionals making their mark on the industry. Keep an eye out for them!

1. Dennis Colón

Founder, Head of Product & Strategy Media Division at Jiffy.ai

Dennis Colón is a Puerto Rican native New Yorker who has been in the ad tech space for over two decades, building and leading Ad Ops, Rev Ops, and Ad Tech teams.

He has held senior positions at top publishers in print and TV — like CBS Interactive and Condé Nast — and is currently one of the founders of Jiffy.ai Media, where he leads Strategy and Product.

Jiffy.ai focuses on providing simple-to-build, cost-effective, high-value solutions to organizations on both the advertising ecosystem’s buy and sell sides. The intelligent automation platform builds Bots that leverage a company’s existing systems and workflow to deliver end-to-end automation. They also partner with media organizations to provide transformational results that leverage artificial intelligence to bring automation to various media operations processes.

Best Career Advice:

Bet on yourself.

Be supportive and try to just listen.

Don’t be afraid to make decisions or to execute.

2. Victoria de Leon

Director of Content Marketing at LiveIntent

Victoria is LiveIntent’s Director of Content Marketing. She also previously held marketing roles at ViralGains and Integral Ad Science.

Victoria enjoys Madtech’s fast pace and loves breaking down industry topics with engaging and digestible content. Before the COVID-19 pandemic, she dedicated time to Literacy New Jersey, an organization that allows adults to read, write, and communicate effectively, and hopes to continue helping those who want to learn English. Victoria is also a founding member of LiveIntent’s Latinx ERG, Juntos. She is a first-generation American and was born and bred in NYC.

Best Career Advice:

Growing up in a Hispanic household, my mom and dad always said, “Ponte las pilas!” which translates to, “Put your batteries in.” It really means to pour your energy; your all, into something. And I always try to bring my “pilas” to whatever I do.

3. Abraham Martinez

Seasoned Ad Tech Veteran

Abraham Martínez is a seasoned media and technology professional, thought leader, and subject matter expert specializing in product management and end-to-end software development.

He works across the video AdTech & MarTech ecosystem to execute strategies that improve digital audience targeting, contextual viewing experience, and yield management to maximize revenue for premium Programmers, Publishers, and Brand Marketers.

With expertise ranging from Product at Condé Nast, FreeWheel Advisory Services, MarTech at Peacock, and Directing advanced advertising at Univisión, he has a breadth of knowledge that stems from some of the largest video publishers and Ad Tech companies in the world.

Abraham is of Mexican and Spanish origin and is a proud ally in growing the Hispanic community across the media landscape. Abraham strives to amplify the voice of Spanish speakers everywhere, creating environments for Hispanics in media to learn, grow and accelerate in their careers.

Best Career Advice:

Always be collaborative, open, and a team player — but never lose sight of who you are, your best interests, and your career goals.

 4. Jennifer Castillo

Executive Director, Ad Operations at Dow Jones 

Jennifer Castillo is a seasoned advertising executive with over a decade of experience in ad operations, campaign management, revenue operations, programmatic, and podcasting.

Born in the Dominican Republic and a New Yorker since age five, she started her career amid the financial crisis and great recession. She continued to lead through industry upheavals like the ongoing privacy, user, and data protection discussions.

Formerly Senior Director, Ad Operations at Slate, Jennifer currently heads up the ad operations and programmatic teams at Dow Jones, managing properties such as The Wall Street Journal and MarketWatch. She’s a member of Latinas in Tech, supporting and empowering Latinxs in the advertising space.

Best Career Advice:

Mia Birkhead, my VP at Slate and mentor, told me that if I wanted to continue growing in my space, I should always strive to take her position, which always empowered me to push to emulate the leaders I admired and wanted to mimic to some degree. 

5. Richie Torres

Senior Director, Business Development at Playwire

Best Career Advice:

“Listen more, talk less. When you talk, you are only repeating what you already know; but when you listen, you may learn something new.” — the Dalai Lama

Also, our Playwire motto – G$D or Get Shit Done. 

6. Odalys Moreno

BFP: Odalys Moreno headshots 1/31/21 DUMBO Brooklyn photo: Lizzy Snaps Sullivan

Senior Director, Video Ad Operations at PREMION

Odalys has been in the Digital Ad Ops realm since 2004. She was referred and landed a linear trafficker position for Viacom/MTV Networks by a good friend she had previously worked with at a Reprographics company. After a year of Linear trafficking, she was curious about what else the advertising world had to offer.

That curiosity led her to inquire about the digital ad ops team training opportunities. After training with the group for two months on her lunch hour, they extended a trafficker role to her. She excitedly accepted and has stayed in the industry since.

It offered the exact challenge, growth, and future outlook Odalys desired. She’s worked her way through the industry from large media corporations to startups to consulting and back. She currently works at an OTT Digital Media company called Premion as Sr. Director of Ad Operations. Odalys likes to keep her Ad Ops industry knowledge fresh with lots of self-research, attending industry events regularly, and reaching out to her circle of Ad Ops peers.

Outside of her day-to-day Ops work, she mentors other Hispanics on how to get a “foot in” and navigate the digital world. She’s a firm believer in diversity and paying it forward. When she’s not in “Ops Mode,” she’s a Nature Girl, Cyclist, Art Aficionado, Traveler, and Avid Conversationalist.

Best Career Advice:

“Dress for the job you want” – Although cliché, “dressing the part” is more than just what you’re wearing. It’s symbolic of how you feel about yourself and what you feel you deserve and reflects how important your job/career is to you.

“Sometimes, you have to play the game” – This advice was given to me early in my career to remind me not to act off of emotions and not take others’ actions so personally. It was also expressed to help me remember that there will be times when I will need to compromise to achieve a greater good. Strategy is really the name of that “game.” 

7. Anthony Dominguez

Director, Publisher Development (Multicultural), Colossus SSP

Anthony Dominguez is an Ad Tech veteran of over 12 years, specializing in driving publisher programmatic monetization, agency development, building audience data taxonomies, and more. Over at Colossus SSP, he is following his passion for creating greater equity within the AdTech ecosystem by heading Multicultural Publisher Development. In his past life, he co-founded programmatic sales and operations for Univision.com.

Anthony also advocates for getting more ad spend across LGBTQ websites, considering many are not getting the advertising dollars they really need to survive and thrive. He resides in Miami, Florida, and was born in the United States of Cuban-Dominican descent.

Best Career Advice:

Make it a priority to continue learning. Learning agility is key to staying successful in adtech. Also, your reputation is your brand and like learning agility, one needs to continuously develop their brand. 

8. Raymundo E. Olivo

Vice President of Data Architecture at Spark Foundry

Raymundo E. Olivo oversees various advertisers’ data operations, strategy, and activations. Raymundo previously worked for Ziff Davis as the Director of Programmatic Strategy & Operations. In this role, he oversaw programmatic monetization and implementations for several sites (PC Magazine, Mashable, IGN, etc.).

Recently he shifted from the Publisher Side to Agency Side, shifting focus from Programmatic to Data Architecture in an omnichannel perspective. His first position in Media/Advertising was with Haymarket Media, a smaller UK-Based Publisher. In this role, Raymundo oversaw project management for multiple websites and applications. He is a second-generation American, and both of his parents immigrated to the United States from the Dominican Republic.

Best Career Advice:

Situational awareness is a valuable skill needed to advance in both your career and life. An early mentor of mine stated something that I’ve held as a concrete element of how I manage as well as communicate: “Know when to speak up but most importantly know when to listen.”

9. Joe Guzmán

Senior Account Manager at Verve Group

Best Career Advice:

Build meaningful relationships and take care of them.

All those long and hard hours working should be met with long hours dedicated to YOU not working. Work is important, but YOU mean the most so recharge with no guilt when needed. 

The post 10 Hispanic/Latin American Professionals Doing Big Things in Ad Tech appeared first on AdMonsters.