The culture of Pre-Roman Iberia was an interesting melting pot, actually.

The "native" peoples of the Iberian Peninsula were a fairly typical Indo-European society that focused on their natural deities and forces, while living in somewhat decentralized social centres. The culture that was largely maintained by the time the Carthaginians and Greeks would have had any presence on the peninsula (c. 800 BCE) would have been Celt-Iberian, due to the massive Celtic migrations of the Bronze Age. This type of mass migration is also why we see the Celtization of Illyria in the East, and has been used as an explanation for the Dorian influx into Greece centuries earlier. Such proliferation of the Celtic culture has been suspected to explain the existence of hill-fort cities throughout Europe.

The development of this Celt-Iberian culture lead to the major ethnic identities that we would become aware of - and that the ancient major players would struggle to overcome in Iberia - by the time of the Punic Wars. The Greeks had long been settling throughout the Mediterranean, and major poleis of any influence in the West being Emporion (near the Pyrenees mountains on the Eastern coast of Iberia), Massalia (present-day Marseille) - which would have had trading influences with the Iberians - , and obviously the well-known poleis in and around Italy that I shan't delve into, as they won't impact our point with Iberia. The two mentioned had the most influence and impact - specifically Emporion - in the Pre-Roman Iberian landscape.

The Greeks of Emporion would have handled much of the trade of North-Eastern Iberia, and the further inland you went would have been met with the fracturing ethnic landscape of Iberia.

In the wild northlands, the Gallaeci were the major Celt-Iberian players. Less like their Iberian brethren in central and western Iberia, the tribes of the Gallaeci and their nearby neighbors were of the mixed Celt-Iberian identity. These Celt-Iberians were the same lads that would cause the Romans so much grief during and after the Punic Wars.

In the Iberian centre and east is where the Celtic influence would take its weakest hold. These tribes - most notably the Lusitani and Arevaci - were fierce and independent people, and proved nearly unconquerable to the Celtic deluge that swept through the peninsula all those centuries before. Though there was always interbreeding among peoples, the central and eastern tribes maintained a strong Iberian identity.

Now, modern day Portugal did house a portion of the Lustani, as the country itself is hard territory to fully control. But, it also housed another major Celt-Iberian tribe: the Celtici. Their name, alone, lends itself to that fact that they had become something not entirely Iberian, but they were clearly influenced by their assimilation of many Iberian influences and cultural aspects into the Celtic identity.

The south of Iberia had the strongest Phoenician [Carthaginian] influence of all, but also housed a unique form of Iberian culture in the Baetica Depression. The Tartessian Iberians were the ancestors of what would become - among other, less notable tribes - the Turdetani. The Turdetani and other Tartessian influenced Iberians were the tribes in immediate and direct communication and conflict with the Phoenician colonies of southern Spain.

A useful map can be seen [here] (http://en.wikipedia.org/wiki/Lusitanians#mediaviewer/File:Ethnographic_Iberia_200_BCE.PNG) which gives a physical idea of the strange lines drawn up by these native ethnic groups after the influx of Celts, and immediately before the Romans began their long exploitation of the Iberian Peninsula. It does not include the small pockets of Phoenicians and Greeks that would have been in the South and East of Iberia, but they are easily discovered with very little prodding (Carthago Nova being the most influential and important Phoenician colony, Emporion the Greek equivalent).

Some good reading on what the Romans encountered includes Robin Lane Fox's Classical World: An Epic History from Homer to Hadrian, Barry Cunliffe's The Ancient Celts, and Graham Robb's The Discovery of Middle Earth: Mapping the Lost World of the Celts.

Also note that the Celtic Migrations and Pre-Roman Iberia are points of contention, in many ways, as it is somewhat difficult to discern the exact nature and happenings at that [vague] point in history. What one should account for is the fiercely independent streak inherent in almost all the Iberian peoples, as well as their strong and courageous character. Once incorporated into the Roman fold, Spaniards would produce some of the most famous Romans to grace the pages of history, as would a few other fierce and independent peoples that gave Rome some of its hardest struggles - who can't help but wonder at the Illyrian Generals which would help to shore up the Western Empire before its fall? Read on! The few books I've provided are fun ways to expand!

I am not an expert in this topic; i have however studied Roman Culture and expansionism.

Iberia, now known as Spain and Portugal, had many different subsets of cultures. There were people known as "Iberians" who were located on the south-east portion of the landmass. The rest was a bit of a mix, but the largest groups after 200 BC were the Aquitanes, Celts (which comprised of hundreds of different tribes) and eventually a small group of Phoenicians aka Carthaginians.

From what we've been able to gather, Rome eventually conquered the peninsula; some of the cultures (Iberians) integrated with the Latin Culture while others (Carthage) were subsequently driven out or destroyed.

Edit: the guy below me knows way more than I do. Read his comment, not mine