Luis Gaitan AVE
Luis Gaitan, CEO of Pure, is the new president of the AVE Council. In that regard, he said that no company exists in the industry today so well planned and with the principle of unionizing all the players in the industry. “This establishes an important challenge, since those of us sitting at the same table hope to build the industry and strengthen the value we give it,” he said. What’s more, he added, this opens the ecosystem to advertisers, brands, etc. “We must think about how to drive the industry forward and establish new businesses, new monetization models, and turn ideas into opportunities to strengthen technology as part of the new process., to raise our voices in favor of diversity and inclusion and be an example of all that.” For Gaitan, what is most relevant is to be autocritical in order to strengthen initiatives of self-regulation. “We must push ahead with best practices that improve all of us,” he said. Furthermore, he said that being a unique organization there’s no formula for success. “We have to design the manual, understanding that each and every player will have a unique backing. About that, he said “the playing field is for everyone and we all play to win something good.”According to Gaitan, the AVE Council is made up of members who long to do something incredible. “We all wish to show the value we have,” he said.In that sense, he indicated that this is an industry that contributes strategy to business problems. “From AVE, we have the opportunity to inspire and open the way to our companions. A single voice, which, if we use it well, can be the inspiration of the region,” Gaitan said.
