Young, self-taught and with a very diverse professional profile: that’s right Gabriel Madruga, one of the two visible faces of OrbitalAds: a Spanish project that was born with the ambitious goal of revolutionizing the way of doing online advertising. To learn a little more about his situation and his future plans, we have spoken with him.
Interview with Gabriel Madruga, CEO of OrbitalAds
Two years ago OrbitalAds was born: how did the project come about?
Bill Murphy (my partner and CTO) and I were introduced by in an IE talk. After many snacks we venture in creating a product that the market needed, we took on the great challenge that it entailed and quickly went from the muses to the theater.
How were your first steps? At what point in its evolution would you say OrbitalAds is right now?
Initially, we offered a more complete service whose purpose was to know more and better the needs of the clients, working very closely with a figure of pseudo-consultants. It helped us to prioritize our development and establish a loyal pricing model adjusted to the profit generated by our advertisers.
In 2016 I read an article that Cinco Días wrote about you. Its headline was forceful: “OrbitalAds is born, to revolutionize the world of online advertising” Have you succeeded?
We can proudly say that we have revolutionized a process of the main online advertising channel that is Google and we can extend it to the rest of the existing channels: our technology is capable of inferring the most profitable keyword for a client as well as suppress or negativize those that do not add value thanks to the natural recognition of language.
and all this process in real time and in any language, which fills us with confidence to continue working on the cutting edge of innovation, with technology that was unlikely years ago, even months ago.
How does your technology work? What is a “perfect ad”?
The “perfect ad” was a slogan that created a lot of controversy. For us, a perfect ad is one that meets the advertiser’s objectives, now we like to say “Machine-Learning based optimization Technology”since it conveys a message of continuous improvement and learning that is inherent in our DNA.
Large advertisers trust you, what is their advantage using your product?
Our technology and algorithms are developed based on the continuous feedback of the top advertisers and according to the estimated improvement ratios, they are prioritized within our roadmap. The result of this is an intelligent and automatic product based on customer needs.
How is your typical client? What kind of algorithms are the most demanded?
We focus on Google’s top clients and/or clients with high growth projections. Our most demanded algorithms are the massive efficient management of multi-language keywords and the intelligent distribution of keywords in adgroup, as well as negativization.
An understandable example would be that of a hotel company with a presence in 30 countries and campaigns in 14 languages with the daily management of millions of keywords by its team: now could do this efficient and automatic management in few seconds regardless of country or language.
How has your training been? How has young entrepreneurship influenced you for your work at OrbitalAds?
my training is autodidact and continues to be oriented towards the needs and concerns that I have raised throughout my life, both personally and professionally, I have had the opportunity to work with agencies and clients with large budgets from a very young age, this has led me to the current point with the clear vision of creating products and solutions for this type of advertiser.
What would be the main advice you would give to someone who is thinking of starting a business in the field of online marketing?
The closer to the customer the better, they will define better than anyone the product they would buy, if the need is common in a broad market, they would already have a place to start.
Let’s do a bit of futurology: how will OrbitalAds evolve in the coming months?
Our plan is to focus on the blue chip companies In terms of investment volume per platform and country, when we cover a relevant percentage of them, we will open new commercial offices. Based on this point, we will do our best to be as fast as possible.
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