C Wire News
Contextual advertising
Better signal, not more tracking.
Why C Wire is hosting Cannes Lions alongside VideoRunRun, and why the future of effective advertising is richer signal, not heavier tracking.
Rui de Freitas
5 min
Insights & Thought Leadership
The Future of AI Advertising
Expert insights on cookieless targeting, AI personas, and the evolving ad landscape
Event
CannesLions2026
Colleague, client, co-host - goTom & C Wire
Why C Wire and goTom are sharing a roof at Cannes and what twenty years of Swiss media has to do with the agentic web.
Rui de Freitas
5 min
Good Read
hybrid work
The Hardest Leadership Decision Today Isn’t AI. It’s culture!
Office presence has quietly become one of the hardest leadership questions to solve. As teams spread across cities and countries, flexibility increases but so does the risk of fragmentation. At C Wire, we’re experimenting with a model that combines distributed work with intentional moments of physical collaboration, including yearly offsites and dedicated collaboration days. Not because tools aren’t good enough, but because trust, culture, and informal communication still happen best when people share the same space. There may not be a perfect formula, but there are better questions leaders should be asking.
Rui de Freitas
5 min
Industry Insights
AdTech
Sora Dies, Agentic AI Arrives, and the Holdco Standoff: The Week That Re-wrote the Ad Playbook
From a massive power struggle between holding companies and The Trade Desk to OpenAI's sudden pivot from video creation to ad revenue, the digital advertising playbook is being rewritten in real-time. Discover the top five structural shifts in ad-tech, agentic AI, and media buying that will redefine your strategy this quarter.
Rui de Freitas
5 min
Event
advertising economic forum
What I Took Away from Pitching at the Advertising Economic Forum in New York
Pitching at the Advertising Economic Forum in New York was a powerful reminder that the biggest challenge in advertising is no longer buying media it is executing strategy at scale. The conversations with investors and operators confirmed a clear shift: the future of advertising will be defined by systems that turn strategy into autonomous execution. That is exactly the problem we are building C Wire to solve.
Rui de Freitas
5 min
Industry Insights
advertising
5 signals reshaping the industry in 2026
Advertising is entering a new phase. AI is moving from experimentation to infrastructure, search and commerce are fragmenting, contextual relevance is becoming more intelligent, measurement pressure is rising, and trust is turning into a performance variable. These signals point to one clear conclusion: the future of advertising will belong to brands and platforms that combine intelligent execution, trusted environments, creative relevance, and measurable outcomes.
Rui de Freitas
5 min
Event
AI Advertising
From AI buzzwords to execution: What we learned at ADZINE Connect Düsseldorf
At ADZINE Connect 2026, C Wire showcased how agentic advertising is moving from theory to execution, introducing Brand DNA, Campaign DNA and AI agents powering autonomous campaigns.
Rui de Freitas
5 min
Product
programmatic advertising
Reconnecting marketing strategy with programmatic activation
In this video interview, Rui de Freitas discusses how Match Persona uses AI agents to reconnect marketing strategy with programmatic activation through persona driven targeting and creative execution.
Rui de Freitas
5 min
Event
adtech
From Attention to Agents: 7 signals that the Open Web is reinventing itself
Last week at the first Open Garden Innovator Awards in Paris, something became very clear: The Open Web isn’t defending itself anymore. It’s reinventing itself. What stood out wasn’t just innovation theatre but operational, measurable, scalable execution across media, data, and creativity. From attention becoming a trading currency… to AI industrializing creative production… to GEO strategies designed for LLM discovery… We’re witnessing a structural shift. Programmatic is no longer just automating media buying. It’s evolving into something far more autonomous. Here are 7 signals that prove the Open Web is entering its next chapter.
Rui de Freitas
5 min
Product
Where Marketing Personas Go to Die
Most marketing teams carefully define personas, complete with names, motivations, and context. But when campaigns move from strategy into activation, those personas often get reduced to broad segments and abstract audiences. Here’s why that happens, and how MatchPersona was built to close the gap.
Rui de Freitas
5 min
Industry Insights
AI-native
AI Is Not a Feature. It’s an Operating Model.
In this Quo Vadis Live webinar, C Wire Founder & CEO Rui de Freitas explores why adding AI on top of existing workflows only delivers marginal gains and why the real transformation happens when companies redesign their entire operating model to be AI-native. From productivity and leverage to valuation dynamics, the session offers a practical look at how AI is reshaping how modern advertising companies are built.
Rui de Freitas
5 min
Industry Insights
Agentic advertising
Why Context Engineering Is the Real Bottleneck for AI Agents in Advertising
AI agents don’t fail because of intelligence, they fail because of missing context. In this Quo Vadis Live session recorded in London, Rui de Freitas explains why context engineering is the real bottleneck for agentic advertising and how MatchPersona™ turns brand inputs into actionable marketing personas that can be activated across media without cookies or IDs.
Rui de Freitas
5 min
Event
event
C Wire Celebrates 4 Years of Commercial Activity at End of Summer Party
C Wire marked four years of commercial activity with an End-of-Summer bash at Club SOHO, complete with an AI scent bar, photobooth, and temporary tattoos.
Rui de Freitas
4 min
Product
beta
Call for Beta Testers: Be the First to Access C Wire's New Programmatic Ad Formats
Join C Wire's beta program and be the first to run high-impact, responsive ad formats programmatically across DV360, The Trade Desk, and Xandr.
Rui de Freitas
3 min
Opinion
brand safety
Ad Tech's Moral Bankruptcy: How the Industry Keeps Funding Criminal Content
The ad tech industry is failing at accountability, allowing brands to unknowingly fund harmful content like CSAM. At C Wire, we apply KYC-like standards, vet every ad placement, and ensure full transparency.
Rui de Freitas
8 min
Good Read
year-review
A Year of Unprecedented Growth and Milestones in 2024
C Wire celebrates a transformative 2024 with global expansion, award-winning innovation, AI-driven cookieless targeting, and a revamped Buyer Pro platform.
Rui de Freitas
6 min
Opinion
predictions
2025 Digital Advertising Predictions: What to Expect in a Shifting Landscape
Discover key digital advertising trends for 2025, from the rise of CTV and generative AI to the cookieless era, retail media consolidation, and emerging AI-driven ad channels.
Rui de Freitas
8 min
Product
video
Buyer Pro Expands with Sponsored Video and Outstream Video
Discover Buyer Pro's latest features: Sponsored Video and Outstream Video. Amplify engagement, boost visibility, and drive superior results with video ad formats.
Martina Gioia
5 min
Opinion
Google
Breaking Up Big Tech: What Google's Chrome Spin-off Means for Advertising
Discover how the DOJ's proposal to divest Google Chrome could reshape digital advertising. Learn how AI-powered cookieless solutions are driving innovation.
Rui de Freitas
7 min
Event
generative AI
Baptism or Bloodbath: Insights on How Generative AI is Transforming Advertising
Discover how generative AI is transforming advertising through insights from Max Lederer's talk at ADZINE CONNECT 2024. Learn about personalization, efficiency gains, and the future of creativity in marketing.
Max Böckmann
7 min
Event
AI
Generative AI is Transforming Advertising: Insights from ADZINE CONNECT
Discover how generative AI is transforming advertising through insights from ADZINE CONNECT 2024. Learn about personalization, efficiency gains, and the future of creativity.
Max Böckmann
6 min
C Wire News
awards
C Wire Recognized as "New AdTech Player" at 2024 Ratecard Stars Awards
C Wire has been awarded the title of "New AdTech Player" at the 2024 Ratecard Stars in Paris, with nearly 2,000 votes from industry experts.
Rui de Freitas
5 min
Opinion
SDA
A Call to Action: Why Publishers Should Embrace Seller-Defined Audiences
Discover why Seller-Defined Audiences (SDA) is the privacy-first solution publishers need to maximize ad revenue and protect user data in a post-cookie world.
Rui de Freitas
10 min
C Wire News
team
C Wire Welcomes Rémi Lemonnier as Advisor to Drive AI Innovation and Growth
C Wire welcomes Rémi Lemonnier, co-founder of Scibids Technology (acquired by DoubleVerify), as an advisor to help accelerate our growth and spearhead advancements in artificial intelligence.
Rui de Freitas
3 min
Good Read
privacy
ADMaP Protocol v1.0 Now Available for Public Comment
Explore the newly released Attribution Data Matching Protocol (ADMaP) v1.0, a privacy-centric framework for measuring digital advertising attributions using Data Clean Rooms (DCRs) and Privacy Enhancing Technologies (PETs).
Rui de Freitas
6 min
Event
Future of Cookieless: Key Takeaways from the Minted event in Paris
The Future of Cookieless event, held in Paris on October ith, 2024, brought together over 350 professionals to discuss the impending end of third-party cookies. Key discussions included the shift from testing to implementation of cookieless solutions, the rise of shared ID and Privacy Sandbox, and the increasing reliance on first-party data. Industry leaders from Dentsu, Weborama, and GroupM highlighted the need for new targeting and measurement strategies. The event also showcased insights on marketing mix modeling pitfalls and privacy-first approaches to digital advertising. Key topics: third-party cookie alternatives, Privacy Sandbox, shared ID solutions, first-party data, cookieless advertising strategies, marketing mix modeling.
Rui de Freitas
5 min
C Wire News
team
C Wire Welcomes Max Böckmann as Sales Director to Accelerate Growth in Germany
C Wire welcomes Max Böckmann as our second Sales Director in Germany. With over 15 years of experience in digital media and adtech, Max will play a key role in driving our growth across the German market.
Martin Garling
3 min
Product
ad formats
C Wire Launches Exciting New Ad Formats to Boost Engagement
We're unveiling three new ad formats: Spotlight Ad, Flex Cube Ad, and Gamification Ads. These dynamic formats boost engagement and maximize reach.
Martina Gioia
5 min
Product
ad formats
C Wire Launches Exciting New Ad Formats to Boost Engagement and Brand Visibility
We're excited to unveil three new ad formats designed to supercharge your marketing efforts: Spotlight Ad, Flex Cube Ad, and Gamification Ads. These dynamic formats are built to boost engagement, enhance brand recall, and maximize your reach.
Martina Gioia
5 min
C Wire News
award
C Wire Wins TOP 100 Swiss Startups Public Voting for ICT Category
C Wire has been named the winner of the TOP 100 Swiss Startups Public Voting in the ICT category! This recognition is a huge milestone for our team.
Rui de Freitas
4 min
Product
story ads
C Wire Launches New Story Ads Advertising Format
Zürich-based Ad Tech startup brings familiar social media Stories to Swiss premium websites. First campaign launched in cooperation with Bank Cler and PHD Switzerland.
Martin Garling
4 min
C Wire News
investment
C Wire Secures Pre-Seed Investment Round Led by 21 Celsius
Zurich-based Ad Tech startup, C Wire, has closed its first external round of investment led by 21 Celsius in order to fuel the development of its advertising platform. The company is building a transparent advertising ecosystem to support news and other quality content publishers, with powerful, sustainable, high-impact advertising and targeting capabilities.
Rui de Freitas
4 min
Perspectives from the C Wire team.
Adtech without the buzzwords — written for people who run campaigns.