Adtech enterprise ADvendio announced this week it has appointed Fernanda Goite as Partner Manager, giving the company a dedicated leader for expanding its network of technology and commercial partnerships as advertising continues to become more automated, and more fragmented.
The appointment comes as publishers, advertisers and agencies face a familiar problem: Adtech has proliferated faster than the systems connecting it. Campaign management, sales and finance often sit across different platforms, creating friction just as the industry moves toward AI-powered workflows and greater automation.
Fernanda’s new role is designed to address that gap from the partnership side. She will combine strategic partnership management with business development, focusing on technology alliances and commercial relationships that can help ADvendio expand its global reach and generate new revenue opportunities.
“The next wave of innovation in adtech hinges on the presence of strong partnerships that build a more interconnected ecosystem in advertising,” Fernanda said. “I look forward to building on our progress achieved to date and spearheading new global opportunities.”
Fernanda has spent the past three and a half years at ADvendio, where she has led business development initiatives. Her promotion reflects a broader shift in how advertising software companies are approaching growth: rather than building every capability internally, vendors are increasingly looking to partnerships to connect fragmented systems and create more complete workflows for customers.
For ADvendio, that strategy is particularly relevant as the company positions its platform as a connective layer across advertising operations.
The company’s software brings advertising buying and selling workflows into a Salesforce-powered environment, with capabilities spanning omnichannel advertising management, automation and AI-enabled workflows. Its existing ecosystem of integrations connects ADvendio with other parts of the advertising technology stack, allowing media organizations to manage campaigns and data across multiple channels.
That interoperability is becoming increasingly important as AI moves from experimentation into production. AI agents and automated workflows can theoretically make advertising operations faster and more efficient, but they still depend on access to reliable data and systems that can communicate with one another.
In other words, the challenge for adtech may not simply be building smarter AI. It may be connecting the systems that AI needs to operate across. That makes partnerships a potentially important competitive advantage.
“Fernanda has already proven herself to be an indispensable member of our business development team,” said Bernd Bube, CEO of ADvendio.
“We’re really happy to announce her new role as Partner Manager, which will build on her experience within ADvendio and strong understanding of the broader advertising landscape as we enter a pivotal phase of growth,” added the executive.
The company says its partner strategy will focus on joint customer success, new market opportunities and reducing fragmentation across the advertising ecosystem. Fernanda, who is based in Valparaiso, Chile, graduated from Franklin University Switzerland and Universidad Interamericana de Panamá.
Founded in 2004, ADvendio has built its business around advertising revenue operations, with its platform running natively on Salesforce. The company describes its technology as a Revenue OS designed to help media organizations manage advertising operations across channels while connecting data and revenue workflows.
