Aleph's Story: A Stanford Case Study in Global Digital Leadership
Byline Article by Amaia Navas Morales - Regional Director
Spain, 2025—I’ve always believed that the real measure of a company isn’t just in what it achieves, but in how it evolves. The decisions made when the path isn’t clear, the values that stay consistent when everything else is changing—those are the things that build something lasting.
So when I first heard that Aleph was the subject of a case study at the Stanford Graduate School of Business, my initial reaction was simple: pride. Quiet, meaningful pride in being part of something that’s not only growing, but growing in a way that others believe is worth learning from.
When our CEO, Gaston Taratuta, founded Aleph two decades ago, he didn’t intend for the company to become a case study. He wanted to build something that felt right, and now, that story is being shared with future leaders.
Being recognised by an institution like Stanford means a great deal to me personally. One of my dreams has always been to work for a company that others can learn from, a company that sets an example in the business world, particularly in the digital advertising space. To see that dream become a reality is a milestone I won’t forget.
I’ve shared the news with people in my network and the academic community, and the response has been powerful. There’s a kind of validation that comes not from headlines, but from being seen in the proper context, by the right people.
But this moment isn’t about me. It’s about the entire global team at Aleph—and what we’ve managed to build together. It reflects the strength of working as one team, across borders and time zones, even as the world around us continues to shift. From new markets to emerging platforms, strategy pivots to client partnerships, one thing has stayed constant: we move forward together.
That’s the kind of culture that doesn’t just survive change, it thrives in it. And I think that’s what resonated with Stanford in the first place.
Aleph has always operated with an entrepreneurial mindset. We’re quick to spot opportunity but thoughtful and disciplined in how we pursue it. Maintaining that balance is difficult, but we’ve learned how to adapt without losing our foundation: act with integrity, align with our values, and stay close to our people.
That message, I hope, is what students and future leaders take away from our story. It’s not just about reacting quickly, but about choosing well. That dreams can start in unexpected places and still grow into something more significant.
On a personal level, I get to tick something off my own goals list, and I don’t take that lightly. I’m someone who never stops dreaming, and right now, I’ve seen one of those dreams come to life. I feel incredibly fortunate to work alongside and learn from people I deeply respect—leaders like Gaston and Ignacio, who have helped shape our direction with clarity and purpose, and a global team that never shies away from doing the hard work.
This isn’t the end of anything. It’s a market of what’s possible when you stay focused on the long game. The case study may have our name on it, but the real story belongs to everyone who has helped build this—one decision, one challenge, one value-driven choice at a time.