Chechu Lasheras of PRISA discussed accelerating digital transformation with AppNexus. PRISA is a leading Spanish and Portuguese media group present in 22 countries. Lasheras sees the digital world as an ecosystem involving content, audience, monetization, and technology. PRISA focuses on culture change, data, technology platforms, UX, and partners to better reach, serve, and monetize audiences. Automation and technology will play an even larger role in advertising. Programmatic requires developing new expertise in monetization, yield, data, and new ad products.

1. #ANEventsWeek
Accelerating Digital
Transformation with AppNexus
Chechu Lasheras
General Director, Digital Revenue, PRISA

2. #ANEventsWeek
INTRODUCTION
PRISA is the world’s leading Spanish and
Portuguese-language business group in
the fields of education, information and
entertainment, thanks to its multichannel
range of top-quality products.Represents
top and premium media in Spain and
Americas: El País, AS, Cinco Días,
Cadena Ser, 40 Principales, The Rolling
Stone, The Huffington Post, Meristation,
and other publications and projects. Prisa
is present in 22 countries.

3. #ANEventsWeek
Imminent
Transformation
to Digital

4. #ANEventsWeek
INTRODUCTION

5. #ANEventsWeek
I see the digital
world as an
ecosystem
Mobile, always-on, data,
faster and newer technologies
have made all fluid & liquid
INSIGHTS
CONTENT
DISTRIBUTION
MONETIZATION
PROCESS
TECHNOLOGY
CULTURE
USER

6. #ANEventsWeek
Fundamentals
of our business
Core
Ecosystem
CONTENT
AUDIENCE
MONETIZATION

7. #ANEventsWeek
#4
Process to stewardship our
direction
#5
UX focus to alway put the user at
the core of beautiful experiences
#6
Resiliance leaders to connect and
drive all the bits and best talent
#7
Partners are core to us: content
creators, tech providers, advertisers
#1
Culture of change, adaptability,
lean and agile Org fueled on trust
#2
Data tissue where we connect
strategically users, clients &
content
#3
A tech platform, where we sync
with others that help us better
reach, serve, and monetize our
audiences

8. #ANEventsWeek
INTRODUCTION

9. #ANEventsWeek

10. #ANEventsWeek

11. #ANEventsWeek
Automation & technology
Will play a even larger
role in Advertising

12. #ANEventsWeek
Fragmented environment and
Too many players claiming to
Do the same things

13. #ANEventsWeek

14. #ANEventsWeek
INTRODUCTION

15. #ANEventsWeek
Monetization – Sell More!
Yield – Sell Better!
Data – Sell expensive
New Ad Products – Sell differentiation

16. #ANEventsWeek
PROGRAMMATIC
REQUIRES NEW
EXPERTISE

17. #ANEventsWeek
GRACIAS

18. #ANEventsWeek