Microsoft announces the arrival of José Melchert as the director responsible for the Advertising platform in Brazil. With over 20 years of experience in marketing, advertising and sales, the executive reinforces the company's operations with his vast experience and innovative vision of the sector.
Melchert highlights the growth opportunities in the Brazilian digital advertising market through the use of Artificial Intelligence and points out that the country is the eighth largest market in media spending in the world, according to a study by Emarketer. “AI helps us create more relevant engagement experiences, optimize ads, facilitate content creation, diagnose and improve campaign performance, and explore new forms of conversational advertising. These innovations allow advertisers to achieve their goals faster and represent significant growth opportunities for the Ads market in Brazil,” he explains.
José Melchert has worked with major advertisers such as Carrefour and Banco Santander, in addition to having worked at advertising agencies such as Isobar, África and Havas. In technology companies, he has worked at Google and Spotify, where he led the Advertising business unit. With a degree in Law, an MBA in Marketing and a specialization in Branding, the professional has been president of the Audio and Voice Committee of IAB Brazil and a member of the board of the MMA.
The executive’s arrival comes at a turning point in the role of artificial intelligence (AI) technology in advertising strategies. The company currently offers digital ads across a variety of platforms, including the Bing search network, Yahoo! and DuckDuckGo, partner sites and mobile apps. Through Microsoft Advertising, advertisers can reach millions of unique users each month, and the company also offers native ads on brand-safe experiences such as MSN and other select sites. In addition, Microsoft enables the integration of advertising campaigns with other popular platforms, such as Google Ads, Facebook, Twitter/X and Instagram, optimizing digital marketing plans to reach the right audience at the right time.
About Microsoft
Microsoft (Nasdaq “MSFT” @microsoft) creates AI-powered platforms and tools to deliver innovative solutions that meet the evolving needs of our customers. The technology company is committed to making AI widely available and doing so responsibly, with the mission of empowering every person and every organization on the planet to achieve more. In Brazil for 35 years, the company launched the Microsoft Mais Brasil Plan in 2020, with the objective of supporting the country’s sustainable economic development, contributing with actions capable of preparing professionals for the digital economy, reducing inequalities and promoting digital inclusion.
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