Luciana Salazar
Luciana Salazar, who was recently appointed Head of Programmatic for LatAm in Teads, told PRODU that this new role in her career is a very important challenge because of the programmatic potential in the region and the difficulties its use implies in traditional display formats. “85% of last year’s budget went to display and 15% to mobile” explained Salazar.He highlighted that the initial challenge is to explain to marketers and brands all the possibilities they have to insert video through programmatic with cross-device strategies. “This technology has proven that results grow when you implement a unique type of creativity solution that works for any device” she pointed out.She added that they will aim to connect brands, help solve the education gap regarding what programmatic really is, “and help them realize their usefulness when executing branding strategies: it is important to create a close relationship between the message and user”.Salazar, who has more than 10 years of experience in the digital marketing industry and more than 15 linked to marketing and advertising, comes to Teads after serving as Sales Director for LatAm in Headway Digital.
