In this special Cannes Lions edition of the Programmatic Digest Podcast (Español), host Manuela Cortes sits down with Alberto Grande, Regional Lead at EXTE, to explore the evolving media landscape in Latin America. Alberto shares how his team built a creative-first programmatic powerhouse from scratch, the growing impact of Connected TV (CTV) across LATAM, and how partnerships like LG are redefining attention metrics.

They also dive into market-specific buying behavior, cultural preferences in ad formats, and the challenge of measuring outcomes beyond CTR. If you're curious about how CTV is scaling in LATAM—and what global marketers can learn from it—this episode is packed with insight.

🎙 ESPAÑOL

182. Cómo LATAM Está Redefiniendo el CTV con Alberto Grande – Episodio en Vivo desde Cannes Lions 2025

En este episodio especial desde Cannes Lions 2025, la conductora Manuela Cortes conversa con Alberto Grande, líder regional en EXTE, sobre la transformación del ecosistema de medios en Latinoamérica. Hablamos del auge del CTV (televisión conectada), la importancia de formatos llamativos y creativos, y cómo las alianzas estratégicas —como con LG— están cambiando la forma en que medimos la atención y el rendimiento.

También exploramos las particularidades culturales del mercado, los retos de la compra programática, y cómo LATAM está marcando tendencia en creatividad y segmentación. Una charla clave para quienes quieran entender el presente y futuro del programmatic en la región.

Timestamps:

(00:00) – Bienvenida desde Cannes Lions con Manuela

(00:10) – Introducción de Alberto y su trayectoria profesional

(01:06) – Cómo se construyó la operación de X en LATAM desde cero

(03:02) – Inversión, expansión global y transformación del portafolio

(04:10) – El rol clave de la creatividad y la evolución del producto

(06:12) – Diferenciación y valor agregado más allá del precio

(07:26) – Alianza con LG: formatos premium en CTV

(08:25) – Atención, medición y evolución de las métricas

(10:28) – La madurez del mercado y el auge del CTV post-2020

(12:04) – Errores del pasado y cómo educar al mercado sobre CTV

(14:13) – Formatos interactivos y la posibilidad de medir performance

(15:19) – ¿Venta directa o programática? Perspectiva estratégica

(16:26) – Segmentación geográfica avanzada y medición de alcance

(17:48) – Expectativas sobre Cannes Lions como plataforma de negocio

(20:07) – Reflexión final y cómo preparar un buen año desde Cannes

Invitade del Episodio:

Alberto Grande – Responsable Regional en X, LATAM

Conduce:

Manuela Cortes – Co-host de Programmatic Digest en Español

LinkedIn de Manuela

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Direct from La Croisette, The Programmatic Digest lands at Cannes Lions 2025 to unpack the biggest stories, trends, and power players shaping the future of advertising. Join us as we interview industry leaders, innovators, and disruptors live from the Croisette—diving into everything from UCG to data privacy and the evolving programmatic landscape.
Bite-sized insights. Big-league conversations. Fresh from the beach.

In this episode of the Programmatic Digest, we sit down with Heather Macaulay, President of MadTech, an AdTech consultancy transforming how teams approach data, integrations, and strategy. Heather shares her unexpected journey into ad tech—from Newbury Street project management to Pubmatic to founding MadTech—and the lessons she’s picked up along the way.

We dive into what it really means to have a strong, scalable tech stack, the common mistakes advertisers make when choosing tools, and why platform connectivity is now mission-critical. Heather also breaks down how MadConnect, MadTech’s integration engine, is solving industry-wide challenges around data orchestration and interoperability.

We also talk about early career growth, preparedness as a power move, and the importance of being a lifelong student. Plus, Heather shares how AI is shaping her workflow and offers tactical advice for making the most of tools like ChatGPT. If you're in your first few years in the industry—or managing a team that is—this episode is gold.

About Us:
We teach historically excluded individuals how to break into programmatic media buying and land their dream jobs. Through our Reach and Frequency® program, an engaged community, and expert coaching, we offer:

• Executive Membership: for the busy mid-level to senior or director-level programmatic ninja looking for a structured, high-impact way to stay ahead of evolving trends, sharpen your optimization skills, and connect with like-minded experts Join Here: https://programmaticdigest14822.ac-page.com/executivemembership
  
  

• Accelerator Program: A 6-week structured program with live coaching, hands-on DSP exercises, and real-time feedback. Sign Up: https://reachandfrequencycourse.thinkific.com/courses/program
  
  

• Self-Paced Course: Learn at your own speed with full content access. Enroll Here: https://reachandfrequencycourse.thinkific.com/bundles/the-reach-frequency-full-course
  

Timestamps:
(00:00) - Welcome & Guest Intro
(01:49) - Heather’s Origin Story: From Literature to Ad Tech
(04:28) - Events, Community, and Female-Forward Activations
(06:28) - What MadTech Does: Product + Data Consultancy
(07:26) - Solving Integration Challenges with MadConnect
(08:55) - Advice for Newbies: Be Curious, Prepared & Over-Invest
(11:47) - Tech Stack Talk: Common Gaps and Evaluation Strategy
(15:18) - API Gaps & the Cost of Poor Connectivity
(17:31) - Real-World Examples: Activating Audiences with MadConnect
(20:35) - Emerging Trend: AI in Strategy, Sales & Workflow
(25:03) - How to Use AI as a Junior Team Member
(27:27) - Heather’s Tips for Prompting, Positioning & Product Copy
(30:27) - Final Thoughts & Where to Connect

Meet Our Guest:
Heather Macaulay – President, MadTech
Connect on LinkedIn

Meet The Team:

• Hélène Parker - Chief Programmatic Coach

• • https://www.heleneparker.com/

  • https://www.linkedin.com/in/helene-parker/
    

• Manuela Cortes - Co-Host

• • Programmatic Digest In Espanol:

  • https://www.linkedin.com/in/manuela-cortes-/
    
    

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