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The IAB Now 2025 event marked a significant achievement in Argentina, with over 2,800 participants gathering at the Dot Baires Shopping in Buenos Aires, setting a record for attendee registration. Under the theme “More human, more digital. Building the brands of tomorrow,” the conference featured more than 30 simultaneous talks led by over 70 speakers, who explored key trends within the digital ecosystem.

María José Ezquerra, President of IAB Argentina and CEO of Havas Argentina, inaugurated the event, highlighting its pivotal role in bringing together leading marketers, agency heads, media executives, and platform leaders. “The IAB Now event is the most important digital marketing conference where we share, inspire, and push the boundaries of our knowledge to continue learning. This year, we reached a record of more than 2,800 attendees and seventy top-level speakers,” she noted.

During the session on Innovation and Technology, Sebastián Campanario, a journalist specializing in innovation, discussed the rapid advancements in artificial intelligence and their implications. He emphasized that creative thinking and emotional well-being are becoming increasingly valuable as technology progresses faster than our ability to adapt.

The media panel, moderated by Gustavo Buchbinder, Secretary of IAB Argentina and founder of Webar Interactive and Be Influencers, included Ricardo Ravanelli (Artear), Gonzalo Abascal (Clarín), Hernán de Goi (El Cronista), José Del Río (La Nación), and Roberto Mayo (Telefe). The executives agreed on the significance of storytelling in engaging audiences and the utility of artificial intelligence for repetitive tasks and data analysis. They also underscored the necessity of validation and trust amidst the excess of available information.

In the afternoon session, communication specialist Carlos Pérez stated, “A brand is a tone, not just performance. A brand must take a stand; without a brand, there is no product; branding comes before performance.” Alejandro Lladó, Digital Director for Medcom Panamá, presented the case of Gio Alemann, a virtual influencer developed using AI. He highlighted the advantages of virtual influencers, including creative control, scalability, efficiency, brand safety, and differentiation, all supported by a consistent storytelling narrative from creatives and advertisers.

Simultaneously, a panel on Retail Media, moderated by Rodrigo Saavedra, General Manager of IAB Chile, featured Agustina Rocaspana (Mondelez International), Gabriel Dorio (In-Store Media Argentina), Eduardo Gauna de la Torre (Cencosud Media), and María Clara Bouilly (McCain Foods). The participants noted the growth of this channel, driven by the digitalization of traditional stores and the expansion of new retailers, as well as its potential to connect with omnichannel consumers using integrated physical and digital data.

The closing talk was conducted by Carlos Ramiro and Natalia Rosas Maruyama from Aleph, who discussed how artificial intelligence is transforming search. They pointed out that the integration with smart assistants enables personalized, conversational responses, impacting advertising strategies. “In this new scenario, advertising is also being reinvented: ads become more creative, measurable, and effective, optimizing the marketing funnel and facilitating quicker purchasing experiences,” they emphasized.

Mariano Filarent, Vice President of IAB Argentina and Head of Agency South Cone at Meta, concluded the event. “We thank the sponsors, the over seventy speakers, the attendees, and the IAB Board for making this event possible. Each edition surpasses the last, and we are pleased with the agenda we presented; it encompasses the most relevant topics and latest trends that allow brands to connect better with audiences and keep industry professionals updated,” he affirmed.

The IAB Now 2025 featured thematic panels on marketing, streaming, digital branding, finance, and best practices in the AI era concerning creativity and digital investment. The event garnered sponsorship from Mercado Ads, Aleph, The Walt Disney Company, Artear, Clarín, dentsu, El Cronista, Epsilon, La Nación, Meta, PML, Pedidos Ya, Publicis Groupe, Symy, Telefónica, TikTok for Business, Warner Bros Discovery, Atlántida, Futbol Sites, Google, Havas, BGH, Cadena 3, Cencosud Media, Grupo Cepas, Cinemark Hoyts, Danone, Flix Media, Ignis, In-Store Media Argentina, Índigo, Molinos, Olga, Visa, and G AI. The event also received institutional support from CACE and Interact.

Persons: María José Ezquerra, Sebastián Campanario, Gustavo Buchbinder, Ricardo Ravanelli, Gonzalo Abascal, Hernán de Goi, José Del Río, Roberto Mayo, Carlos Pérez, Alejandro Lladó, Rodrigo Saavedra, Agustina Rocaspana, Gabriel Dorio, Eduardo Gauna de la Torre, María Clara Bouilly, Carlos Ramiro, Natalia Rosas Maruyama, Mariano Filarent

Company Names: IAB Argentina, Havas Argentina, Webar Interactive, Be Influencers, Artear, Clarín, El Cronista, Mondelez International, Cencosud, Meta, Aleph, The Walt Disney Company, Telefe, TikTok for Business, Publicis Groupe, Azura, Havas, G AI

Titles: IAB Now 2025, Viña del Mar 2025

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