Armando Rodríguez of Yahoo Americas: Cannes Lions is an opportunity to keep strengthening relationships with agencies and clients

For Armando Rodríguez, VP and General Director for LatAm & Hispanic USA at Yahoo Americas the advantages of attending a conference as Cannes Lions are many. “It’s the opportunity to keep strengthening the relationships we have with agencies and clients that are here, an opportunity that offers us a channel to communicate our message.” The company’s approach to new products, like data and technology, is to adapt them to its platform so the audience understands how to use them and improve advertisers purchases, also including creativity. “In Cannes we’re presenting a new product called Yahoo Tiles, a new mobile format in which the user clicks an ad and the advertiser can offer a creative 360 to watch what’s going on in the surroundings and it’s very interactive” Rodriguez said. One of Yahoo’s new products is Gemini Native “where we use data again, but is a natural way of browsing Yahoo’s platforms and also through mobile devices”. Yahoo also has a programmatic platform that allows video and display through the company’s inventory that provides Yahoo’s data and more than 60 third sources.