Infrastructure as a financial asset
Within the framework of MWC 2026, the concept of Intelligent Infrastructure goes beyond hardware, cables, and antennas. For marketing and operations leaders, infrastructure encompasses the systems that enable the secure and efficient capture, processing, and activation of customer information. In an environment where customer acquisition costs increase year after year, the efficiency of this structure determines the viability of the business model.
The challenge of privacy and data ownership
The measurement landscape has changed radically with the obsolescence of third-party cookie–based methodologies and operating system restrictions. In this context, server-side measurement has emerged as the only viable path to maintaining control over information. Following the guidelines of the Agencia Española de Protección de Datos (AEPD), companies must guarantee not only consent but also the technical security of processed data.
By centralizing measurement on their own server, organizations gain three direct benefits:
- Reduced latency: By eliminating third-party tags in the user’s browser, the loading speed of digital assets improves—an essential factor for conversion and organic search positioning.
- Data quality: Information loss caused by ad blockers is avoided, enabling attribution that is much closer to reality.
- Regulatory compliance: You decide exactly which data is shared with advertising platforms, protecting customer privacy and avoiding reputational risks.
Marketing Mix Modeling (MMM) and attribution
Beyond data collection, the real challenge lies in interpretation. At LaMagnética, we have developed MMM-lite methodologies that enable analysis of each investment channel’s impact without relying on individual user traceability. This approach provides a holistic view of return on investment (ROI), even in long and complex sales cycles, such as those of our clients in the education sector and the industrial B2B sector.
Execution at MWC 2026
Intelligent infrastructure ensures a seamless user experience while giving companies full visibility into their sales funnel. If your organization suffers from data discrepancies between its CRM and analytics platforms, your infrastructure likely requires a strategic review. We look forward to seeing you at Booth 4 in Congress Square – CS210-CS220 to share our vision of how technical robustness translates into sustainable growth.
