June, 2026.- Brazil taught Eric Tourtel that scale alone is never enough. Relevance and localization matter just as much. The market is sophisticated, highly competitive, and moves fast—but relationships, trust, and local adaptation remain fundamental to success.
Eric Tourtel, now CEO LatAm at MiQ, previously led Teads in Latin America. One important lesson from that experience: Brazil does not simply follow global playbooks. Solutions need to be adapted to local consumer behavior, publisher ecosystems, measurement expectations, and regulatory realities. What works in Brazil is the willingness to innovate at scale while demanding tangible business outcomes.
Now at MiQ, Tourtel is applying that learning by combining global technology and AI capabilities with strong local expertise, local data partnerships, and teams empowered to make market-specific decisions. The biggest barrier to faster programmatic adoption in Brazil, he explains, is complexity. The ecosystem feels fragmented—multiple platforms, data sources, measurement standards, and rapidly evolving technologies. The next phase of growth depends on simplification and transparency.
In this interview, Tourtel discusses MiQ’s acquisition of Adsmovil’s operations in Latin America as a strategic move to combine global platform power with deep regional intelligence. He addresses the future of agency jobs: automation will eliminate repetitive execution roles, but demand will increase for professionals who can interpret data, connect technology with business strategy, and translate complexity into actionable insights. And he identifies Mexico as the next priority market beyond Brazil, noting that success across Latin America requires balancing global consistency with local adaptability.
This is a conversation about the maturity gap, the value of local signals, and the kind of patience required for sustainable regional growth.
1. From Teads to MiQ: You led Teads in Latin America. What did you learn about the Brazilian market at Teads that you’re now applying to MiQ’s expansion? What works in Brazil that doesn’t work elsewhere in the region?
Brazil taught me that scale alone is never enough — relevance and localization matter just as much. The market is sophisticated, highly competitive and moves fast, but relationships, trust and local adaptation remain fundamental to success.
One important lesson from my time at Teads is that Brazil does not simply follow global playbooks. Solutions need to be adapted to local consumer behavior, publisher ecosystems, measurement expectations and regulatory realities. What works in Brazil is the willingness to innovate at scale while demanding tangible business outcomes.
At MiQ, we’re applying that learning by combining our global technology and AI capabilities with strong local expertise, local data partnerships and teams empowered to make market-specific decisions rather than imposing a one-size-fits-all approach.
2. The Brazilian Programmatic Maturity Gap: Brazil is advanced in digital, but programmatic still lags compared to the US or UK. What’s the single biggest barrier to faster adoption, and how will MiQ remove it?
The biggest barrier is complexity. Many advertisers understand the value of programmatic, but the ecosystem can still feel fragmented — multiple platforms, data sources, measurement standards and rapidly evolving technologies.
The next phase of growth in Brazil will depend on simplification and transparency. Brands increasingly want outcomes, not operational complexity.
MiQ’s role is to make advanced programmatic more accessible through technology that unifies data, automation and cross-platform intelligence. By reducing friction and helping advertisers connect fragmented signals into clearer decision-making, we can accelerate adoption and demonstrate stronger business impact.
3. Local Data, Global Platform: MiQ brings global technology, but data needs to be local. How do you build local data partnerships and audience understanding in a market as diverse as Brazil without starting from scratch?
You don’t build audience intelligence in Brazil — or Latin America more broadly — from a distance. The region’s diversity requires a local-first mindset, deep market understanding and access to meaningful local signals.
Our approach is not to start from scratch, but to combine MiQ’s global technology and AI capabilities with strong local intelligence and partnerships. That is precisely one of the strategic strengths behind our acquisition of Adsmovil’s operations in Latin America. Adsmovil brings deep regional expertise, established data assets and a strong understanding of consumer behavior across key markets, including Brazil.
By integrating these capabilities into MiQ’s platform, we can enrich our audience intelligence with locally relevant insights while maintaining the scale, interoperability and decisioning power of a global platform.
Ultimately, success in markets like Brazil comes from balancing global innovation with local data depth. Technology provides the infrastructure, but local understanding is what drives performance.
4. Automation and Jobs: Automation in media buying will eliminate some roles. What jobs in Brazilian media agencies are most at risk, and what new roles will MiQ need to hire for?
Automation will undoubtedly reshape roles, particularly those centered on repetitive execution, manual campaign operations and workflow-heavy optimization tasks.
But I don’t see this as a simple story of job elimination — it’s a story of role evolution. As automation takes over routine processes, the demand will increase for professionals who can interpret data, connect technology with business strategy and translate complexity into actionable insights.
The future talent mix in Brazil will place greater emphasis on AI fluency, analytics, consulting capabilities, data strategy and cross-channel planning. At MiQ, we are investing in people who can operate at the intersection of technology, intelligence and client growth.
5. The LatAm Growth Bet: MiQ is accelerating expansion across Latin America. Beyond Brazil, which market is the next priority, and why that country over others? What’s the biggest risk to your regional expansion?
Latin America is not a single market — each country has its own dynamics, maturity curve and growth drivers. Beyond Brazil, markets such as Mexico stand out because of their scale, digital acceleration, strong advertiser ecosystem and strategic importance for multinational brands.
That said, our expansion strategy is not based solely on market size. We look at where we can create differentiated value through technology, data and local partnerships.
The biggest risk in regional expansion is assuming that success can be replicated uniformly across countries. The reality is that Latin America rewards companies that balance global consistency with local adaptability. Sustainable growth requires patience, investment in talent and a deep understanding of market nuances.
