Tomás works as a Global Supply and Partnerships Lead at Kayzen. He has been in the adtech industry for over six years, the last four at Kayzen, focusing on managing supply partnerships as well as researching the mobile programmatic supply landscape.
He loves sharing his insights through articles, reports, webinars, events, and Kayzen’s School of Programmatic, making the complex programmatic landscape accessible and engaging for everyone.
In your own words, what’s your role in the app business right now?
I’m constantly looking for ways to democratise understanding and data access to programmatic in-app inventory. Whether it is through articles, Kayzen’s School of Programmatic, kAI Explorer, our recently launch AI agent for programmatic in-app supply exploration, or even speaking at great events such as Business of Apps, I try to combine education and accessibility to shed light onto the programmatic landscape.
How did you end up working in apps?
Over six years ago, I was looking for a new thing, and came upon RTB. As a mathematician, it instantly piqued my interest and have not been bored since. So dynamic and nuanced!
What are you most excited about in apps right now?
The different uses for AI. In programmatic, where the depth and width of information is huge, AI unlocks unparalleled opportunities to make sense out of millions of bid requests per second, which is why we built kAI Explorer, amongst other AI features at Kayzen.
Is there anyone you’d like to shout out to who has influenced your journey in the app industry?
First of all, my fellow Kayzen team members. Such a talented and lovely team to work with, they have pushed me beyond my perceived limits and have allowed me to thrive in this industry.
Secondly, all the partners that have worked, and continue to work with throughout these six fantastic years. I’m happy to call many of you my friends.
What’s in your app tech stack?
I don’t have one, but if I did, I would definitely have my performance team work with Kayzen.
What do you like most about working in apps?
It is the most dynamic industry I’ve worked in. Deep and ever-changing. It constantly challenges you and demands you keep up the pace. At the same time, it provides a constant playground for education, which I’m really passionate about.
What one thing would you change about the app industry?
Attribution logic needs to change. The current binary setup of last touch click-through and view-through attribution is too easy to gamify. We’ve seen the impact this has had on ad experience, becoming more and more prone to accidental or non-user initiated clicks, driving CTRs higher and higher. Remember when click-injection was illegal? Those were the days…
If you weren’t working in apps what would you be doing?
I would be working in the console video game industry. I’m a night-gamer!
iOS or Android?
Android.
What apps have been most useful to you over the last year?
Trade Republic.
Is there anything else we should know about you?
I’m always down to discuss the current in-app performance and programmatic landscape or why Messi is the GOAT, so make sure to reach out.
Do you know someone driving change and growth in the app industry? Nominate an app leader here.
