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Industry Insights · 2026-09-09
An audience you can read, review and reuse, built without a single identifier. How MatchPersona turns a brand and a brief into personas, and why the product category is excluded on purpose.
Rui de Freitas · 6 min
Industry Insights · 2026-03-27
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 · 4 min
Industry Insights · 2026-03-16
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 · 7 min
Industry Insights · 2026-01-19
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 · 3 min
Industry Insights · 2025-12-11
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 · 4 min
Next step
Run your own brand through MatchPersona, or bring us a brief and we come back with the personas and a price.
Newsletter
What we learn from reading content and auditing placements across the supply we sell. Occasional, written by the people doing the work.
