Meet Alvaro Meza, Global Programmatic Media Specialist, PHD Barcelona

1-What was your main challenge in the programmatic space in 2020 and how did you tackle it?

Although COVID was a pretty big part of last year, the challenges it presented were not necessarily specific to Programmatic as much as the entire ad industry that took a dip in investing. The main challenge we faced last year was related to the preparation for the cookie less world, give that as of yet we don`t really have a clear picture of how this world is going to look and that prevents us from procuring the best tools to prepare for this change. One of the main things we did on 2020 and we are diving deeper into for 2021 is the continuous test we are doing with publishers specialized on contextual targeting, with each publisher approaching it on a different way.

2-Where do you see the opportunity for Programmatic to grow in 2021?

Programmatic OOH is really an area that is really starting to take off, not only as a novelty but as a commonplace tool in media plans. Now that the vaccine is going to start rolling out and once the lockdown restrictions end, Out of Home ads are reclaiming their position within the Media Budget.

3-Tell us something you are missing that you could not do in 2020?

We did not get a chance to take advantage of Offline Attribution Campaigns as much as we would have liked to in 2020, given the lockdown restrictions effect on the auto dealerships.