A Conversation with Elsa Alonzo, Head of Data & Programmatic at GMC Media
Welcome to Industry Perspectives, the content series from Onetag where we highlight leaders shaping the future of programmatic and ad tech. Each edition features real voices from the field, sharing practical insights and perspectives on where the ecosystem is heading.
In this edition, we’re pleased to speak with Elsa Alonzo, Head of Data & Programmatic at GMC Media. Elsa shares a refreshingly grounded view of the modern publisher role, from navigating the complexity behind the scenes to shifting the focus beyond reach toward quality, experience, and transparency.
Q: What energizes you most in your current role, and what keeps you motivated in such a dynamic industry?
What energizes me most is the fact that it’s a fast-moving environment. There’s always something new to learn. On top of that, in my current role I manage multiple topics, including data and strategy, partnerships, and monetization. That variety keeps me constantly stimulated.
Q: How do you see the role of publishers changing or evolving in the coming years?
If we look at the past, publishers were mostly seen as reach providers. Over time, that role has shifted more toward the GAFAMs, which are now the main providers of reach. As a result, publishers have had to evolve, and will continue to evolve, into impact- and experience-driven partners for ad tech and advertisers. Operating within a high-quality and transparent environment will be a key priority for publishers going forward.
Q: What is one thing you wish ad tech partners understood better about the publishing world and how to better serve it?
Sometimes, and I’m not generalizing, ad tech partners underestimate the number of constraints publishers manage behind the scenes. We constantly balance revenue, user experience, and editorial integrity especially with the rise of AI. There’s also operational efficiency to consider, along with all the work behind what may seem like a simple ad request: inventory, impressions, bid rates, fill rates. Not all ad tech partners see the full picture.
Q: Looking back at your career, what was an unexpected step that shaped what you are doing today?
My very first professional experience was working as a graphic designer. In that role, you work mostly with advertisers. At the time, I didn’t realize how much that perspective would influence my approach later on, and I never imagined I would end up working in a programmatic and data-driven environment. That experience taught me to always keep the advertiser’s perspective in mind. Today, it helps me bridge the gap between advertisers, publishers, and ad tech, and to approach media strategies in a more holistic and meaningful way.
Q: If you had a magic wand and could make one problem disappear overnight, what would it be?
From a publisher’s perspective, I would simplify the monetization process. There are so many monetization channels today that it becomes difficult to track value, manage discrepancies, and follow revenue accurately. Publishers work with multiple sources, such as open auctions, Prebid, Amazon, direct campaigns, and programmatic direct deals. Having a simpler and more transparent setup would make everything much easier.
Q: If your colleagues were to describe you in three words, what would those be?
First, they would probably say that I’m a bit everywhere. I contribute to many topics, and I’m naturally curious, so even if something isn’t fully my area, I’m always happy to get involved and learn. Second, I would say I’m very approachable. I have friendships with everyone. I love to discuss with everyone, to chit chat with everyone.
Q: Do you have any small habits or rituals that keep you grounded and focused?
At work, yes. Every morning I read and sort my emails. I go through them quickly, transfer what needs to be transferred, and organize everything using flags and folders. I have a small issue: I really don’t like seeing unread emails in bold. Once everything is organized, I can properly start my day. It helps me clear my mind, prioritize, and feel in control before diving into meetings and projects.
Q: Tea or coffee?
Coffee in the morning. I’m trying to limit it to one cup a day.
