Daniel Rosen of Telefónica: Network operators will fuel a programmatic digital wave

Telefónica responded to brands advertising new needs. Taking advantage as operator of its data network, developed tools such as the brand sponsored data program, which consists in offering clients additional Megas in exchange for watching sponsors ads or giving feedback to surveys. For Daniel Rosen, advertising global director at Telefónica, mobile is the most immediate issue and the most “intimate” media channel to people’s life. Therefore the company’s job is to conduct global advertising developments for its 30 different markets and 300 million clients. “Telefónica partnered with GSO Capital Partners, a Blaxstone unit created by Axonix in 2014 -a new programmatic advertising company in London-, with the first mobile and ads exchange platform now promoted by a communication company” he said. “We’re excited about brand sponsored data, because we believe that it will completely redefine the exchange value between brands and consumers” he said. Telefónica will be sponsoring FOMLA. “It’s an amazing festival in the events calendar, because it attracts big brands and media industry’s decision-makers of all Latin America” he concluded.