Leading with Vision: a conversation with Federico Tejera, CEO of 152 Media.

At 152 Media, we believe that leadership is not only about guiding a company but also about shaping the values and vision that drive long-term growth.

That’s why we sat down with our CEO, Federico Tejera, to hear directly from him about the challenges of our early years, the turning points that fueled our growth, and how we’re preparing for the future of digital monetization.

In this exclusive interview, Federico shares first-hand insights on how trust, consistency, and innovation have guided 152 Media’s journey — and what lies ahead for publishers in a fast-changing industry.

Here’s the full interview:

What challenges did the company face in its early years, and how did you overcome them?

In the early years, the biggest challenge for 152 Media was consolidating ourselves in a highly competitive digital market dominated by companies with long-standing trajectories and established relationships. From the beginning, we understood that to stand out, it wasn’t enough just to have innovative technology or differentiated products; it was essential to build credibility and trust.

That’s why we have adopted an unbreakable pillar: an absolute commitment to our partners, ensuring punctual payments and flawless financial management. This discipline not only allowed us to overcome the most critical barrier any company faces at the start—earning the trust of the market—but also laid the foundation for sustained growth.

Once that reputation was consolidated, we were able to focus on the second big objective: developing unique and innovative solutions that positioned us at the forefront of digital monetization, with products and technologies that today make a tangible difference for our clients across the entire programmatic ecosystem.

What would you say was the turning point that marked the company’s growth?

I don’t identify a single turning point that marked 152 Media’s growth. In our experience, success doesn’t come from one isolated moment but from the strategic accumulation of multiple achievements that together push the company toward more ambitious goals.

Every step forward—whether hiring key talent, optimizing our technologies, opening new markets, or strengthening relationships with our partners—has been part of a continuous building process. That discipline and consistency in reaching smaller milestones have allowed us to scale sustainably and position ourselves as a reference player in the digital industry.

How do you envision the future of the industry, and what role do you want the company to play in it?

Projecting the long-term future of the industry and our company is complex. The pace of technological evolution makes what we once estimated would happen in ten years occur in just one. That’s why, at 152 Media, we prefer to anticipate immediate changes, adapting with agility and precision, rather than holding on to a static vision of a distant future. For us, the future is tomorrow.

We see major challenges—and at the same time huge opportunities—in the impact of Artificial Intelligence across the entire ecosystem: companies like ours, publishers, and content creators. The immediate, simplified access to information through a single search redefines how users consume content and forces publishers to rethink how to generate sustainable organic traffic.

In the short and medium term, we envision 152 Media expanding and diversifying its value proposition. Our vision is to use AI-powered technology to connect our partners’ content more precisely and efficiently with relevant advertisers and demand. We are already in the process of launching solutions aligned with this path, convinced that where others see uncertainty in what’s new, we see fertile ground to innovate, grow, and lead.

What personal values do you share with the company culture?

I fully share the values that are part of 152 Media’s culture. I firmly believe that great achievements can only be reached by working as a team, and that ego is the biggest enemy of growth when the best talent is not sought for each position. I deeply value transparency and humility, both with our clients and in front of our competition, convinced that actions speak louder than words and that results are built on facts.

On a personal level, creativity holds a central place. I believe it’s an attribute that must be actively nurtured in each individual and that, in our company, integrates naturally with our value of innovation. We promote spaces for exchange, where ideas are heard, evaluated, and developed from a creative perspective that allows us to find unique and effective solutions.

I also identify strongly with perseverance, which directly reflects our value of consistency. I am convinced that the path to success is a sequence of learnings and challenges overcome, and that success without those prior challenges is short-lived. Being persistent, striving for excellence, and daring to be different are not only essential to our culture—they are what keep us at the forefront in such a dynamic market.

What do you want to convey to your team as a leader?

As a leader, I want to convey to my team that their ideas and needs are heard, and that each of them plays an essential role in the company’s growth. They are here because we chose to work with them and because we fully trust in their talent and commitment.

I foster creativity as a transversal value, no matter what position they hold. I believe in looking at each task from a different angle, always searching for a more efficient, innovative, or impactful way of doing things. That mindset allows us to find opportunities both in the smallest details—such as optimizing an internal process—and in bigger challenges like developing a new product or creating disruptive solutions.

My goal is for each team member to feel that they are not only contributing to the company’s present but also building their future alongside us.

What makes the company different from other players in the market?

What sets 152 Media apart from other market players is, above all, the combination of solid principles with a vision of constant innovation. From the beginning, transparency, financial discipline, and an absolute commitment to paying our clients have been unshakable pillars that allowed us to build lasting relationships of trust.

Today, we add to those foundations a strong focus on innovation. For us, innovating doesn’t mean following trends or replicating what already exists—it means exploring different paths, identifying uncharted opportunities, and developing solutions that maximize effectiveness and performance in media buying.

Our approach is centered on creating unique propositions and forming strategic alliances that allow us to generate high-value signals for our advertisers and exchanges. This combination of trust, operational excellence, and disruptive vision is what positions us as a truly distinctive partner in the industry.

How do you support your clients in challenging or constantly changing contexts?

In a market as dynamic as ours, client support must be constant and proactive. At 152 Media, we understand that partner feedback is essential for adapting to changes and anticipating their needs.

We work continuously to evaluate each situation and design tailored solutions that not only solve problems but also maximize campaign performance and long-term growth.

Every team within the company holds the principle that the client always comes first. Our years of experience in the industry support our ability to guide them with strength, agility, and a strategic vision that allows them to find opportunities even in the most challenging contexts.

At 152 Media, our journey is only possible thanks to the trust of our partners. Federico’s perspective reflects the same commitment that drives us every day: building long-term, transparent, and innovative relationships that create real value for publishers like you.