Constanza Alvarado is a mobile strategist and a programmatic guru. Get to know her!
Where are you at in the world these days?
Polanco, Mexico City.
How did you get into mobile advertising?
I started as Client Services Executive in Headway back in 2015, in the Programmatic team, working with all kinds of clients from all over LATAM. I then shifted to the Performance area, where I realized how great this industry is. Last year I decided to take some months off in order to travel around Europe. And finally, in January 2020 I moved to Mexico to join albo’s Marketing team as UA Manager.
What is your favorite area of mobile marketing?
I love being “on the advertisers’ side” as I get the full picture of what’s going on and the reasons why all actions are taken. I get to plan strategically mixing all kinds of partners & media sources.
What would you consider to be your marketing specialty?
I would have to say Programmatic thanks to all the years working with several platforms.
What are your essential tools and resources?
Our MMP and Retention platform. Both are vital for our strategies: we need to know what are the best sources to acquire users but also create the best strategies to engage with them in the long run.
What do you think are the key future trends in the mobile industry?
Dealing with non-compliant traffic has always been an issue, and Programmatic has come to solve it. Although it is not new, Latin America has still not managed to embrace it fully. I strongly believe it won’t be long until we are all using this great technology.