Canela Media: CAS allows us to identify Hispanics in any language with our OTT partners and follow them on their media consumption journey

Andrés Rincón, Senior VP of Sales for the Eastern US and Latin America, believes that a significant portion of Canela’s overall revenue comes from the Upfront.

“We are investing heavily in innovation and technology. Our tool, Canela Audience Solutions (CAS), is a game changer for us. We have grown significantly in terms of scale, adding new partners like MARCA and FutbolSites, WBD Conexión Latina, which help with the scale. But CAS allows us to use our first-party data to identify Hispanics in any language with our OTT partners and track them throughout their media consumption journey. It is a great opportunity for us. No other OTT partners are doing this,” stated Rincón.

Rincón added that they are excited about the overall growth experienced. “I think the theme of this Upfront is growth and scalability: how we grow faster, how we increase our scale more quickly,” he noted.

Regarding clients, Rincón indicated that in the last Upfront, they grew 65% in revenue with over 75 new clients. This year, they feel optimistic about the market. “We will have coverage of Copa América, the Olympics, and the elections,” he concluded.