Eduardo Carbia de Xandr Latam
Eduardo Carbia is the new managing director of the digital advertising platform Xandr. In that position he says he has three specific priorities. First is to keep connected as a supplier of key inventories across the region in order to consolidate Xandr as an essential marketplace for strategic formats like video and Connected TV (CTV). Secondly, to position the marketplace through efforts that create demand, exclusive inventory and support for independent operators. And finally, to create new strategic relations with the largest brands in the region while maintaining previously existing relationships, thus showing the unique value of Xandr. With regard to current challenges facing the industry, Carbia said that from Latin America he sees that it consists of staying aligned with the largest markets such as the United States. “To do that, we must make the effort to produce more and better studies that provide us with data about the industry’s performance,” he added. Finally, he indicated that the industry is in a state of constant change, the reason why it is so important to always be in the vanguard of new trends and technologies. “Thanks to the participation of the Xandr team in IAB Mexico, we can be ready for changes in the industry by collaborating and innovating with the best talent in the sector, at the same time that it allows us to have first-hand access to the latest trends and best practices,” Carbia said.
