Gabriel Richaud of IAB Mexico: We aim to remain an example of best practices in online advertising

IAB Mexico presented Julieta Loaiza as the new president of its Board of Directors for the January 2022-December 2023 term, which means this will be the first year when that position will be occupied by a brand executive, since it has previously been assigned to agencies, media and technology platforms. In that regard, Gabriel Richaud, managing director of IAB Mexico, recalled that the online advertising industry has evolved at an accelerated pace and that IAB Mexico seeks to be at the core of that progress.“The choice of Julieta came in a natural way. In the previous cycle she made important contributions and we understand that whoever assumes the presidency must connect the strategic vision of that platform with the entire Board,” Richaud said. From her new position, Loaiza explained that a chief element of this year’s responsibility is to spur the demand for goods and services, and so help reactivate the economy. In that sense, Richaud listed IAB Mexico’s four objectives for 2022-2023. First, to continue generating studies and information relative to the different changes taking place in consumer behavior, as well as in the ad industry, digital transformation and business models. Secondly, it will continue to focus on talent and educational programs, training and certification in partnership with universities in order to promote the development of digital skills. As a third objective, Richaud noted that the aim is for IAB Mexico to become a meeting ground for promoting best practices and at the same time for establishing it as a model for online advertising and interactive marketing. Finally, it will offer inclusive events that will also serve as magnets for regional gatherings. Loaiza said they are equally focused on positioning the IAB Mexico brand by means of a new marketing and advertising plan.On the other hand, as a result of the changes brought on by the pandemic, she observed that among the main challenges facing the industry are the regulatory framework, the launch of third-party cookies, and in general the changes in the dynamics of an ecosystem as diverse as that of online advertising and interactive marketing. Richaud insisted on how essential it is to keep working in a transparent industry that allows the development of free competition. “Mexico is a country where we like to promote all Latinos being in this together. We want to keep working on talent exchanges and information trading in order to benefit all participants in our industry’s ecosystem,” Loaiza said. The also-vice president of Communications and Corporate Matters of Nestle Mexico said that being named president of IAB Mexico has given her great personal and professional satisfaction. “I’m a firm believer in communications and creativity. I’m out to entertain, experiment, develop ideas and promote them. I’ve got a lot of energy and feel passionate about what I do. What most moves me is the fact that this is a collective enterprise and we are a team whose members contribute all their know-how…and I believe Mexico deserves that,” Loaiza said.