This week we had the pleasure to speak with Sara Pastor, General Manager of The Trade Desk for Spain and Portugal.

To start, how would you describe The Trade Desk and what is your value proposition within your industry?

Digital advertising has become complex and opaque. There are too many layers, too many intermediaries, and many advertisers feel they don't know exactly where their money is going or what results it's delivering. The Trade Desk exists to change that. We are a decision-making tool designed to improve advertising investment. We help brands understand what they're buying in digital advertising and what it's actually delivering. Control over investment, clarity over results. And there's something that makes us fundamentally different: we don't sell media. We have no proprietary inventory. We are not a "walled garden." We are an independent technology that works exclusively for the advertiser. In one sentence: understand in order to invest better. That is our reason for being.

In a constantly evolving environment like today's, what role is technology — and artificial intelligence in particular — playing in this transformation?

AI is radically changing how advertising decisions are made. It's a tool that allows us to do something that was previously impossible — evaluate millions of advertising opportunities in real time and decide which ones deserve your investment, based on real data about context, audience, and performance. At The Trade Desk, what's truly transformative are innovations like our KOA Agents, which help advertisers optimize campaigns in real time while maintaining full control over strategy. AI doesn't replace the professional — it amplifies them. You define the objectives, and the technology executes at a scale no human team could ever reach. And there's something I find especially relevant for the Spanish market: AI allows us to unify channels that were previously planned in silos — CTV, audio, display, digital out-of-home — into a single, coherent strategy. Our studies show that these connected omnichannel campaigns are significantly more effective than traditional ones. And all of it with complete traceability: every impression, every cost, every result is visible. No black boxes.

Tell us about your background: what led you to your current position, and what are your main responsibilities today?

I've spent over 20 years building digital businesses at the intersection of technology, content, and advertising. My career has allowed me to witness the evolution of the ecosystem from multiple angles: I served as General Manager of Twitch Ads for Spain and Portugal, where I had the privilege of launching and developing the full service, acting as a bridge between brands, agencies, and creators. I then led Agency Development as Head of Agency Development at Amazon Spain, where I deepened my expertise in programmatic and retail media. Most recently, as SVP Advertising at DAZN for Iberia, I built commercial teams from scratch in premium streaming and developed strategic relationships with advertisers during a period of accelerated transformation toward CTV. Each chapter taught me something essential: at Twitch, the power of communities and authenticity; at Amazon, the value of first-party data and rigorous measurement; at DAZN, how premium content generates quality attention that truly converts. Since January 2026, as General Manager of The Trade Desk for Spain and Portugal, my responsibility is to lead all commercial operations and growth across both markets. I'm especially excited about accelerating growth in high-ROI channels like connected TV and digital audio, helping clients make the most of our technology to achieve more efficient, measurable, and lasting results.

From your perspective, what differentiating elements position The Trade Desk as a key player in its industry?

Three things set us apart. First, true independence: we have no conflicts of interest. We don't own media, and we don't compete with our clients for inventory. Every decision made on the platform is made in the advertiser's best interest. Full stop. This stands in sharp contrast to platforms that are both media owner and technology provider — essentially grading their own exams. Second, access to the premium ecosystem: CTV is one of our fastest-growing channels. In Spain, we just launched an exclusive partnership with Movistar+ — the first time the inventory of the country's largest streaming platform can be bought programmatically. We also connect brands with Atresmedia, Mediaset, Movistar+, Netflix, DAZN, Spotify, and many more — all from a single platform, with unified frequency control and cross-channel measurement. Third, demonstrable results: CMOs are tired of promises without proof. We don't ask them to take our word for it — we ask them to measure it. And we give them the tools to do so with independent third parties. Our omnichannel campaigns — those integrating three or more digital channels — consistently outperform traditional campaigns across all metrics. Cases like IKEA demonstrate increases of 339% in conversions using omnichannel programmatic strategies powered by first-party data and our AI. This combination of independence, innovation in premium channels, and proven performance is what makes us a long-term strategic partner.

Spain is an increasingly relevant market. How do you assess its evolution, and what role does it play in your strategy?

Spain is at an inflection point. And what excites me most is what I'm hearing in conversations with CMOs and marketing directors: they're starting to ask the right questions. Where exactly is my money going? What real results is it delivering? Why am I investing so heavily in closed ecosystems that give me no visibility into what's happening inside? There's a growing awareness that the current model has a transparency problem. And Spanish advertisers are looking for alternatives — not out of trend-chasing, but out of genuine business need. CTV, digital audio, quality news media, digital out-of-home... the open internet offers premium environments where attention is real and measurement is transparent. My appointment as General Manager reflects The Trade Desk's strategic commitment to Iberia. We're not here briefly — we're building a regional hub from Madrid. And with initiatives like our exclusive partnership with Movistar+, the opportunity of the FIFA World Cup, and the acceleration of CTV in Spain, I believe we're at a unique moment. Spain is going to be a key growth engine in EMEA.

Regarding the United States as a key market for innovation, how does that connection operate within your company?

The Trade Desk was born in California, where most of our innovations are developed. That gives us access to the speed of innovation of the American tech ecosystem — the latest in AI, CTV, and retail media reaches Spain almost simultaneously with the rest of the world. But what makes this connection truly powerful is that it runs in both directions. Europe, and Spain in particular, is a global leader in privacy, data ethics, and advertising regulation. The learnings we gain in European markets around user consent, privacy-respecting identity solutions like UID2 and EUID, and advanced brand safety directly influence our global product roadmap. It's the best of both worlds: American technological innovation combined with European regulatory maturity. And as General Manager in Spain, I have direct access to EMEA leadership and visibility into global developments — ensuring our clients in Iberia benefit from day one.

Finally, what motivated you to join AmChamSpain, and what value do you find in this community?

We are an American company committed to the Spanish market. AmChamSpain is the natural forum for us — it shares our values of innovation, transparency, and free competition. But beyond the natural affinity, what drew me in is the quality of the community. More than 260 companies representing 20% of Spain's GDP, leaders who understand that digital transformation is not just about technology — it's about ethics, transparency, and collaboration. For The Trade Desk, being part of AmChamSpain allows us to contribute to the conversation about the future of responsible digital advertising, share our vision of the open internet as an alternative to closed ecosystems, and learn from other innovative companies that share our values. And there's something that matters to me personally: digital advertising is increasingly perceived as a strategic issue that reaches the boardroom. AmChamSpain is the perfect place to have those conversations at the level they deserve.

This week, we had the pleasure of speaking with Mar Hurtado de Mendoza, VP of Global Recruitment & Marketing at IE University.

What is the history, mission, and core values of IE University?

IE University was founded more than 50 years ago with a clear ambition: to transform higher education in order to generate real impact in society. Our mission is to educate leaders with a global mindset, an entrepreneurial spirit, and a deep commitment to economic and social progress. We are firmly committed to innovation, diversity, and academic excellence. In what has traditionally been a conventional sector, our relevance lies not in following the existing playbook, but in continuously challenging and redefining it.

Tell us more about yourself: what has been your professional journey and what is your current role?

Over the past 13 years, my professional career has been closely linked to IE University’s institutional development and international expansion. I have led and driven a consistent, long-term global strategy that has resulted in a truly international and diverse student community. My current role combines strategic vision, cross-functional coordination, and decision-making aimed at strengthening partnerships, global positioning, and key relationships within the education and business ecosystems. Previously, I worked in business development across different sectors, including launching my own venture—an experience that was both highly enriching and demanding, and from which I learned tremendously.

From IE University’s perspective, what is the key differentiator you are most proud of?

If I had to choose one, I would say our genuine diversity—not only in terms of nationality, but also in experiences, backgrounds, and perspectives. More than 140 nationalities come together on our campuses and in our classrooms each year. This is not a branding message; it is an everyday reality that enriches discussion, enhances the quality of decision-making, and transforms the educational experience into something that goes far beyond academic content. At the same time, it challenges us to remain in a constant state of evolution.

What role do Spain and the United States play in your organization?

Spain is our origin, our innovation laboratory, and our cultural anchor. The United States is a key strategic pillar, to the extent that our first operation outside Spain was IE New York College, located in the heart of SoHo. Our presence in New York strengthens institutional partnerships, corporate relationships, and academic opportunities, consolidating IE as a transatlantic platform with global impact.

Why did you decide to become members of AmChamSpain?

AmChamSpain is a natural partner for IE University. We share a vision of strengthening the relationship between Spain and the United States through talent, education, and business collaboration. Being part of this community allows us to actively contribute to the development of this transatlantic axis and to generate sustainable value for both ecosystems.

1. Tell us about the history, mission, and values of Liberty Mutual Surety.

Liberty Mutual Surety Spain, a subsidiary of the Liberty Mutual Group, has been operating in our country since 2019. Our mission is to guarantee the faithful performance and proper execution of contracts signed in Spain—both by domestic entities and international companies, with particular attention to those based in the United States. From our headquarters in Spain, we also act as facilitators, providing surety solutions for Spanish companies participating in international contracts, especially those required for operations in the United States. This is made possible thanks to the backing and expertise of our parent company, Liberty Mutual Surety, a global leader in the surety market.

Our main strengths can be summarized as follows:

• Strong financial ratings from leading international agencies: A2 by Moody’s, A (Excellent) by AM Best, and A (Strong) by Standard & Poor’s.
• Operational presence in more than 60 countries, enabling us to offer truly global coverage.
• The ability to provide large surety lines, with over 57 clients holding credit lines exceeding $1 billion.

The importance of surety bonds lies in the fact that they are an essential requirement for the formalization and execution of both public and private contracts. Without this instrument, companies cannot begin their projects—making it a vital component of their business operations.

2. Tell us about your professional background and your current role at Liberty Mutual Surety.

My professional career began 30 years ago at the U.S. insurance company Travelers. Over the years, I have developed my career at various American firms in the sector, such as HCC and AmTrust, before joining Liberty in 2019. I currently serve as Country Manager of Liberty Mutual Surety Spain, where I lead the brand’s expansion at the local level. My primary responsibility is to provide specialized surety services and advisory support to Spanish companies with interests in the United States and other regions, as well as to U.S. and international companies operating in Spain.

3. What do you consider to be the main differentiating factor or the aspect you are most proud of within your organization?

Our main added value and key differentiator can be summarized as follows:

• Strong financial stability, supported by high ratings from leading international agencies.
• An agile and efficient international service, capable of adapting to our clients’ needs across different parts of the world.
• Deep knowledge and extensive experience in complex surety markets such as the United States.
• Large bonding capacity, which allows us to serve as a comprehensive solution for many of our clients.

4. Why are Spain and the United States important markets for your company?

Spain is a key destination for U.S. investments in sectors such as distribution, logistics, energy, data centers, and pharmaceuticals. All these companies require surety solutions to ensure the proper execution of their contracts and projects in the country. Conversely, major Spanish groups in energy, construction, and engineering, among others, undertake significant projects in the United States—a highly complex market where bonding requirements can reach up to 100% of the contract value. Faced with these challenges, these corporate groups turn to Liberty Mutual Surety for capacity, expertise, and specialized service. This enables us to build strong, long-term partnerships that contribute to the success of their international operations.

5. Why did you choose to become a member of AmChamSpain?

We decided to join AmChamSpain because we see it as a strategic platform to strengthen commercial ties between Spain and the United States. The Chamber provides access to valuable resources, networking opportunities, and events that promote the exchange of knowledge and best practices. It also allows us to stay informed about regulatory developments and market trends relevant to our industry, while actively contributing to the creation of a competitive and collaborative business environment.