Thought Leadership

5 Programmatic Sessions to Attend at AdWeek LatAm

March 2, 2020
By Rubicon Project

With the third edition of Advertising Week Latin America just around the corner, players across advertising and media are descending on Papalote Museo del Niño in Mexico City to discuss trends and challenges shaping today’s global ad industry. With over 80 seminars and workshops to choose from over the course of three days, here are five #AWLATAM sessions that focus on what’s next for programmatic.

1) The Moment of Audio

When: Tuesday, March 3, 11:50 am
Where:  IMAX Stage presented by Verizon Media
What: Panel

With digital audio undoubtedly ascendant, this panel session gives a brief introduction to digital audio, emphasizes its importance today, and discusses audio trends, podcasts, and audience engagement with streaming channels such as Spotify. The panel, moderated by Diana Ramirez, Head of Advertising for Spotify Mexico, will feature panelists Karla González, Media & Digital Acceleration Director for Heineken Mexico, Juan Esquivel, Liquid Cleaners Category Manager for Colgate, and journalist Carlos Puig.

What You’ll Learn from This Session…

  1. An introduction to the importance of audio globally and the power of streaming.
  2. An overview of audio trends (especially with Millennials).
  3. The impact of audio and podcasts on user behavior.

2) The OOH Revolution: Programmatic & Measurement Technology

When: Tuesday, March 3, 1 pm
Where:  Keynote Stage presented by Heineken
What: Keynote

Programmatic Out-Of-Home technology is expanding the possibilities of digital signage across the globe. In this keynote, OOTV’s digital director Ulises Perez Campos will give an overview of the programmatic Out-Of-Home industry, the challenges in LatAm to evolve the market, and the key technologies to create DOOH campaigns. 

What You’ll Learn from This Session…

  1. Emerging platforms in Programmatic.
  2. Key technologies to create DOOH campaigns.
  3. Tools and data to optimize DOOH campaigns.

3) Unlocking Data to Activate Your Locations

When: Tuesday, March 3, 3 pm
Where: Keynote Stage Presented by Heineken
What: Keynote

Understanding how consumers navigate the world around you is a powerful lever when trying to drive consumers to stores. In this keynote, Global Head of Measurement and Insights for Waze, Mike Jolly, will explore how brands can stand out from the crowd by creatively using data. By working together to build location insights into a brand’s campaign, and embracing a test and learn mindset, brands can quickly prove what works – and scale results.

What You’ll Learn from This Session…

  1. How taking ownership of your data can help unlock competitive business advantages.
  2. The more you experiment, the more learning moments about your business you’ll have.
  3. Small tests can lead to big changes. Brands need to leverage and experiment to create a personalized real-world experience.

4) The Future of Advertising (Across SPO, Video, Audio, etc)

When: Wednesday, March 4, 2:15 pm
Where: Ocelli Stage
What: Discover Talk

As online LatAm audiences grow, brands are embracing digital advertising as an essential part of their media strategy. Nearly one-third of all media spend in LatAm is now digital, and innovative brands are looking to enhance their campaigns with the power of programmatic. But what’s in store for this booming sector? What does the future of digital advertising look like? Join Patrizio Zanatta, Managing Director, Latin America at Rubicon Project to discover what’s on the horizon.

What You’ll Learn from This Session…

  1. Overview of the future of digital marketing.
  2. Programmatic marketing learnings.
  3. LatAm market trends.

5)The Future of Advertising Panel Discussion

When: Wednesday, March 4, 4:25 pm
Where:  Yellow Stage presented by Pluto TV
What: Panel

Digital ad spending in Latin America is expected to grow to $10.26 billion in 2020, inspired largely by innovations in automation and the programmatic space. But how are publishers and buyers utilizing this emerging technology to capitalize on such a unique opportunity for incredible growth? Join Rubicon Project’s Patrizio Zanatta, Managing Director, Latin America, as he leads a lively discussion with a group of senior executives from both the buy and sell sides to uncover strategies that fuel this momentum. Other panelists include José Luis Martinez Varela, Head of Digital, IPG Mediabrands Mexico, Alfredo Martell, General Director of Imagen Digital, and Andres Azpilicueta Chief Digital Officer of Publicis Media Mexico.

What You’ll Learn from This Session…

  1. Future of digital marketing.
  2. Automation and programmatic marketing.
  3. Perspectives from the buy and sell-sides.

For more information about our sessions at Advertising Week Latin America, reach out to us at

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