Business

Astrad Founder Daniel Macia Shares Insights on the Future of Digital Advertising

Published

2 years ago

September 2, 2024

Photo courtesy of Astrad

Imagine a world where advertising is no longer a game of chance but a strategic endeavor crafted through data and technology. This is the reality Daniel Macia has brought to life. As the founder of the digital advertising platform Astrad, Macia is challenging the norms of traditional advertising using the platform’s massive processing power and advanced bidding strategies. Ultimately, this delivers tailored data-driven campaigns that resonate with audiences globally.

Known for his keen eye and impressive vision for emerging trends, Macia has helped Astrad become a notable player in the industry, engaging audiences with precise targeting and creative excellence. He shares his insights on digital advertising in this exclusive interview.

Q: Astrad recently launched a new account-based marketing (ABM) platform. How do you see it transforming B2B engagement in digital advertising?

DM: Astrad’s new ABM platform is set to transform B2B engagement by enabling businesses to target and engage high-value accounts with precision and personalization.

Our platform allows companies to craft tailored marketing strategies that resonate deeply with their most essential prospects by leveraging advanced data analytics and artificial intelligence (AI)-driven insights.

This shift from a broad, one-size-fits-all approach to a focused, account-specific effort ensures higher engagement rates, more meaningful interactions, and, ultimately, greater ROI for our clients.

Q: What key trends do you believe will shape the future of this sector, and how is Astrad positioned to capitalize on these developments?

DM: Several key trends will shape the future of digital advertising, including the rise of AI and machine learning (ML), increased focus on data privacy, and the growing importance of personalization. I believe Astrad is leading these developments.

Our investment in AI and ML technologies allows us to offer highly sophisticated targeting and optimization capabilities. Our commitment to data privacy ensures that we remain compliant with global regulations while delivering effective advertising solutions.

Q: How do advanced data targeting and customization options enable businesses to engage their most valuable accounts more effectively?

DM: Our advanced data targeting capabilities allow businesses to identify and focus on their most valuable accounts accurately. When we use a wide array of data points, our platform creates detailed profiles of target accounts, enabling highly personalized and relevant messaging.

Customization options also allow for the creation of tailored content that speaks directly to each account’s unique needs and pain points. This level of personalization makes way more robust relationships, enhances engagement, and drives higher conversion rates, ultimately leading to more successful and profitable B2B interactions.

Q: With the global ABM market expected to reach $3.6 billion by 2027, what growth strategies does Astrad have to capture a significant market share?

DM: Capturing a significant share of the growing ABM market is difficult, but we focus on several strategic initiatives to address this.

First, we invest heavily in research and development to continuously enhance our platform’s capabilities and stay ahead of technological advancements.

Second, we are expanding our sales and marketing efforts to reach new markets and educate businesses on the benefits of our ABM platform.

Third, we are forming strategic partnerships with key industry players to broaden our reach and offer integrated solutions.

Finally, we prioritize customer success by providing exceptional support and refining our offerings based on client feedback to ensure we meet and exceed their needs.

Q: How do Astrad’s capabilities set it apart from competitors in digital advertising?

DM: Astrad stands out in digital advertising due to our comprehensive and advanced ABM platform. Our AI and ML technologies allow for superior targeting and optimization.

Additionally, our dedication to data privacy and compliance ensures that our clients can trust us to handle their data responsibly. Our platform’s customization options enable highly personalized marketing strategies that drive engagement and conversions.

Q: What have been some of the most noteworthy challenges you have faced in building and scaling Astrad, and how have you overcome them?

DM: Building and scaling Astrad has presented its share of challenges, including dealing with the constantly changing digital advertising space.

To overcome these challenges, manage growth, and maintain a solid company culture, we have focused on hiring and retaining top talent, building agility, and staying closely attuned to market trends and customer needs. Doing this allows us to build a resilient and adaptive organization that can thrive in a competitive industry.

Q: Is your company using AI and ML to enhance targeting, optimization, and overall campaign performance? If yes, please expound.

DM: These technologies enable us to analyze vast amounts of data to uncover insights, driving better targeting and optimization. For example, AI-powered algorithms allow real-time campaign adjustments, ensuring optimal performance and efficiency.

Meanwhile, ML helps us predict future trends and behaviors, helping our clients make data-driven decisions that improve their campaign performance.

Q: How does Astrad ensure compliance with data protection and critical concerns while delivering effective advertising solutions?

DM: Astrad takes privacy and data protection very seriously. We have implemented solid data security measures and strict compliance protocols to ensure we adhere to all relevant regulations, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

Our platform is designed with privacy by default, meaning that we prioritize data protection in every aspect of our operations. We also provide transparency to our clients and their customers about data usage and ensure that all data is handled ethically and responsibly.

Q: What inspired you to found Astrad, and how has your vision for the company evolved since its inception?

DM: The inspiration to found Astrad came from recognizing a gap in the market for a highly advanced, data-driven digital advertising strategy that could genuinely deliver personalized and impactful campaigns.

Since its inception, my vision for Astrad has evolved to drive innovation in digital advertising and set standards for excellence and accountability. While our core principles of using data and technology to drive better outcomes remain the same, our vision now includes adhering to ethical practices, customer success, and continuous development.

Q: What are your plans for further international expansion, and which markets do you see as key growth opportunities?

DM: We plan to expand internationally by entering new markets in Asia-Pacific and Latin America, where digital advertising is experiencing rapid growth. These regions present ample opportunities due to their increasing internet penetration and growing demand for advanced advertising solutions.

We also want to strengthen our presence in North America by forming strategic partnerships and increasing our local sales and marketing efforts. The goal is to expand our global footprint and solidify our position in the digital advertising industry.

Q: How does Astrad enhance businesses’ engagement with their target audiences in a competitive industry?

DM: Astrad helps businesses stand out by providing the tools and insights to create highly personalized and relevant marketing campaigns.

Our advanced targeting capabilities ensure that ads are delivered to the right audience at the right time, maximizing engagement and impact. Our platform also offers analytics and reporting features that allow businesses to measure the effectiveness of their campaigns and make data-driven adjustments.

Q: Can you share any success stories or case studies that demonstrate the impact of your solutions?

DM: One notable success story is our campaign for a leading business-to-business (B2B) software company. Using our ABM platform, the company identified and targeted its highest-value accounts with tailored messaging and content.

The result was a 35% increase in engagement rates and a 20% boost in conversion rates compared to their previous campaigns. Additionally, they saw a major reduction in customer acquisition costs.

Q: What is your long-term vision for Astrad, and how do you plan to continue innovating and staying ahead of the curve in the digital advertising industry?

DM: As mentioned, our long-term vision for Astrad is to be the global leader in digital advertising solutions, recognized for our impact. To achieve this, we will continue to invest in technologies to enhance our platform’s capabilities.

We will also focus on expanding our global reach and forming strategic partnerships to offer comprehensive and integrated solutions.

Lastly, we will prioritize customer success by continuously refining our offerings based on feedback and market trends.

Daniel Macia and his brainchild, Astrad, prove that cutting through the clutter with precision and creativity is possible. When data and technology are combined, advertising can become a strategic, impactful pursuit. His insights reveal a future where advertisers are empowered with control and transparency, ensuring that every campaign is successful.

Business

Ipsos Helps Brands Understand How They Get Customer Experience Wrong & Why It’s Costing Them Millions

Published

4 weeks ago

June 26, 2026

Matthew Wiles

For brands looking to succeed in the modern business ecosystem, the customer experience (CX) is not something companies can afford to ignore. CX is a direct driver of revenue, loyalty, and growth for organizations.

Ipsos, one of the world’s leading market research firms, helps brands understand that failing to focus on the customer experience can lead to lost sales, which in turn can translate to not only millions in lost revenue but also lost trust and credibility in the market.

How brands still get CX wrong

“The customer decision and desire to do business with brands directly affect the bottom line,” says Brad Christian, Chief Commercial Officer at Ipsos – Experience Practice.

Customer experience may sound like a simple concept, but many brands still get it wrong. CX goes beyond surveys and feedback. Leaders who fail to connect feedback in a meaningful way to goals such as retention, repeat visits or purchases, advocacy, and operational performance fail to deliver on their service promises. The emotional and functional disconnect can spell trouble for brands. The most polished advertising campaigns cannot make up for a frustrating customer interaction or a promise that a business cannot fulfill.

According to Ipsos’s internal research, many customers today see service as too automated and impersonal. More than half report that their experience is worse than promised.

These findings don’t just result in disappointed buyers. They result in lost customers, negative feedback, and a long-term impact on the business as a whole.

“Brands have to manage the entire customer experience across each and every touchpoint,” explains Christian.

Poor CX can be expensive

Executives can often underestimate how expensive a history of poor CX can be. Global losses can reach into the billions while leaders wonder what went wrong. In an age of rapid social media communication, a single negative interaction can spell disaster for a company, leading to reduced customer spending or the entire loss of its most loyal customers.

Those losses are not just reflected in lost revenue, however. Customer acquisition and marketing dollars can also be lost as companies continue to spend money trying to retain their customer base, often skipping right over the experience part of retention.

Poor customer experience can be a deep operating problem that creates a domino effect, decimating businesses from the inside out. These poor experiences can impact not only present and future customer acquisition but also business leaders and employees.

CX matters more in today’s business landscape

The customer experience has always mattered, but it may matter more to brands trying to make it in a modern, ultra-competitive, digitally-driven business landscape. Good experiences encourage repeat purchases, boost loyalty, and increase the likelihood that customers will go online and recommend a brand to others.

“Customer experience isn’t an isolated function,” says Christian. “It’s ‌part of a larger system that ensures that brands measure and manage customer experience data and then act on that data to drive action where customer experience gaps exist.”

Brands also have to seek to understand today’s customers, who expect experiences that are seamless, authentic, and relevant. As more and more companies hop on the automation train, they will want to reassure their customers that the human element that many people consider important still exists.

At Ipsos, six drivers of strong customer relationships form the bedrock of the company’s CX platform, something that they refer to as the “Forces of CX”: certainty, fair treatment, control, status, belonging, and enjoyment.

Customers want to feel that if they have an issue with a brand, it will be handled and that their concerns will be understood. They don’t want the customer experience to feel like a battleground; they want it to feel fair and human.

“Customer experience isn’t just a nicer experience,” says Christian. “It ties directly to specific financial outcomes, whether that be increased sales, greater market share, or stronger brand loyalty.”

How Ipsos helps businesses deliver customer experiences that matter

Ipsos turns customer feedback into reliable, actionable, decision-ready information. The company goes beyond simple satisfaction metrics and implements voice-of-the-customer programs, journey analytics, relationship feedback, and quality research.

“Brands don’t just need data,” Christian says. “They need measurements as to how they are delivering on their brand promise and predictive modeling to tie financial performance measures to those measures to help them determine where to invest to maximize the customer experience and understand what financial impact those investments might deliver for the business.”

Ipsos measures the interactions that matter ‌most and shows brands how each interaction can affect retention, share of spend, and efficiency. For brands that are trying to reduce the guesswork behind CX, Ipsos helps them move beyond cosmetic fixes to achieve real, meaningful change.

Customer expectations can shift on a dime, influenced by society, social media, and even changing trends. Ipsos helps brands meet those rapidly changing customer expectations with hard evidence and comprehensive metrics.

Today’s brands need to understand how to get the customer experience right. Ipsos has the insights needed to drive home the deep importance of CX in today’s marketplace.