LIVAD

What's in common across suppressive regimes? The government owns most media & entertainment and uses it as a tool to manipulate people. Consumers 𝘵𝘩𝘪𝘯𝘬 they have a choice. No matter where they go, they interact with subtly placed propaganda. In 1983, 50 companies controlled American media. Today, that number is 6. Consolidation of power in media & entertainment is accelerating, and if that power lands in the wrong hands, it becomes one of the most effective tools to control the way people think. A decentralized content economy is the antidote. Millions of independent creators exposing audiences to a variety of perspectives, letting people decide for themselves. The creator economy is worth $250 billion. Yet 46% of full-time creators earn less than $1,000 a year.       We democratized content creation. We never democratized content monetization.                   Without sustainable revenue, independent voices go silent. The content economy consolidates back into the hands of the few. And the risk of a controlled narrative grows.     It's more important than ever for infrastructure to exist that allows individual creators to monetize their content consistently.

I'm launching a new daily series where I cover the most recent AdTech news and provide some of my own takes on the headlines. Live streaming and sports broadcasting will be some of the major topics, but I'll cover all aspects of the ad tech industry! Today’s themes: 🧀 Philadelphia Cream Cheese is shifting spend away from search and into retail media and broader channels. 🤳 TikTok is rolling out even more disruptive ad formats. ⚾ Netflix is getting backlash for its first-ever MLB stream. My take: the best ad strategy is not just about reach or performance — it’s about context. A few things I’ll be watching closely in this series: 💰 Where budgets are moving 📈 Which platforms are prioritizing performance vs. experience 💚 How audience expectations are shaping ad products and media strategy If you work in adtech, media, or brand marketing, I’d love to know: what trend are you watching most closely right now? LIVAD #AdTech #Marketing #RetailMedia #DigitalAdvertising #ProgrammaticAdvertising #MediaStrategy #SportsMedia

Pânico 7 quebrou recordes e alcançou a maior bilheteria da história da franquia. E que franquia, hein?! Claro que para atingir tamanho resultado, o time apostou em diversos veículos e muita criatividade. Do nosso lado, o foco foi claro: alcançar o público jovem que AMA terror. Utilizamos o formato SideBar, exibindo o trailer do filme, e segmentamos para uma audiência que de fato se conectaria com o lançamento, ou seja, categorias como Just Chatting, Jogos de Terror e FPS que fizessem sentido, foram as escolhas perfeitas. O resultado? Alta aderência do público das lives nos cinemas. O time da Paramount, Pedro Novaes, Rodrigo Melo e Emanuelle Lyrio, junto ao excelente trabalho da Leo Burnett, Natalia Marostica, Gabriel Luchetti, etc., deram aula! 👏