Diego Terán, director general de MEC en Miam
Diego Teran, CEO of MEC in Miami, stressed the importance that is taking the paid TV in the region and explained why, according to his perception, even though there are still shortcomings in terms of programmatic buying in the next year, lighter arrangements between technological tools and the use of data will be seen.”Right now what we see is that paid TV is taking more importance in the region. Before the cable was a panregional media itself, but now whenever you go to a country, local plans already has the cable as a local option,” the executive, who spoke with PRODU in the Festival of Media LatAm, said.He also referred to the topic trend of the moment: programmatic buying. “We are not just talking about that digital is important but already live transformation, especially mobile; penetration of smartphones continues to grow in double digits in most countries and that makes mobile campaigns, for example, more relevant and purchase professionalizes.”He added: “The challenge for me is not in the platform or technology, it is in the definition of the audiences and the strategy of data that is, in my view, the main challenge in Latin America, the lack of data. However, I think that next year we will see a convergence between data and technology.”
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