A Taboola, a global performance company at scale for advertisers, launched a new technological platform called Realize, marking a strategic expansion beyond its traditional focus on native advertising. The platform was designed to serve the entire performance advertising market, which Taboola estimates to be worth $55 billion.Pioneering native advertising for over a decade, Taboola has driven the success of advertisers, especially in placements at the end of articles. Now, the company is expanding this legacy with the launch of Realize, the industry's first platform dedicated exclusively to performance at scale, in addition to search and social.
Realize leverages exclusive data, performance-oriented artificial intelligence, and a growing diversity of inventories and creative formats to achieve strategic objectives. Although advertisers need good solutions for all stages of the marketing funnel, specialization is essential. Platforms that promise to cover the entire funnel face significant challenges in standing out at each stage. Starting today, Realize is available to all advertisers focused on performance.
It is estimated that US$ 25 billion will be invested annually in search of performance through DSPs and niche AdTech solutions. However, many of these channels lack the expertise, scale, or data needed to achieve the expected results. DSPs tend to prioritize video and CTV, which are great for branding but not for performance, while AdTech companies often operate on a small scale. Furthermore, 75% of advertisers investing in social media report diminishing returns, facing challenges such as audience saturation, rising costs, and ad fatigue. The impact of this loss of efficiency can reach up to US$ 30 billion in advertising investments.
Realize is the only independent performance platform that goes beyond search and social, delivering results at scale. With access to exclusive inventory, proprietary data, and advanced AI technology, the platform simplifies performance campaigns, connecting advertisers to millions of consumers on the world's largest and most trusted publishers, as well as OEMs and apps.
"Every business deserves a chance to grow and succeed," said Adam Singolda, CEO of Taboola. For a long time, performance advertising beyond search and social was extremely difficult. Advertisers ended up limiting themselves to these platforms simply because there was no viable alternative. Investing in DSPs and CTV is great for branding, but not optimized for performance, and working with hundreds of AdTech companies on a small scale is not worth the time of marketing professionals. Amazon started in 1994 and, by dominating the book market until 2000, managed to expand into all of e-commerce. This is our 'Amazon moment.' After many years of success with native ads, it's time to transform all performance advertising. We can do much more for advertisers and publishers. Today is a very special day for us at Taboola.
A Freshworks Inc.a global service software company with AI focused on people announced a strategic agreement with Unisys (NYSE: UIS), a leading global technology solutions provider, to resell Freshworks' modern IT Service Management (ITSM) solutions, including Freshservice and Device42. This partnership highlights a mutual commitment to serve the mid-market — a segment often overwhelmed and poorly served in the IT landscape.
Our collaboration with Unisys is driven by a shared vision that the market needs a new approach to IT services. Together, we aim to break the status quo with an easy-to-use and implement software that empowers IT, operations, and business teams to deliver exceptional and seamless experiences, said Laura Padilla, senior vice president of global channels and partners at Freshworks. "The deep experience and global reach of Unisys make the company the perfect partner to help us rapidly expand into medium and large markets."
As the first large-scale Managed Service Provider (MSP) in the Freshworks ecosystem, Unisys introduces a new powerful channel for Freshworks. With customer support in over 120 countries, Unisys serves a diverse range of industries, including the commercial, financial, and public sectors.
Recently, Unisys secured a victory with a medium-sized US industrial company, which chose Freshservice over its previous IT provider and went live successfully in less than 12 weeks. The ease of use, quick deployment, and rapid return on investment of Freshservice highlight the practical benefits of Freshworks' approach, while also enriching and further strengthening Unisys' robust enterprise service management portfolio.
"We are excited to establish this partnership with Freshworks to provide innovative solutions for medium and large enterprises. This collaboration leverages our global workforce of IT professionals and our extensive experience in ITSM and field services," said Patrycja Sobera, senior vice president and general manager of Unisys's Digital Workplace Solutions business unit. Together, we are well positioned to generate significant value for our clients, enhancing their operations and delivering exceptional service experiences.
The expanding partner ecosystem of Freshworks — which includes over 500 active partners — continues to grow through this strategic collaboration. With Unisys's global IT professional workforce and the company's expertise in ITSM and field services, the partnership positions Freshworks for accelerated growth while reinforcing its mission to make ITSM accessible to mid-sized companies worldwide.
The technology ofsmart lockersIt has established itself as an innovative and efficient solution, winning over retailers, industries, and consumers on a global scale. Originally from Europe in 2002, smart lockers arrived in Brazil in 2012, but it was only from 2019, with the introduction of new business models and services, that they gained the scale needed to support e-commerce, a sector under strong pressure due to the new demands caused by the Covid-19 pandemic starting in 2020.
For consumers, thesmart lockersthey represent a leap in comfort, practicality, and convenience. The possibility of picking up orders at a safe location and at the most convenient time has transformed the online shopping experience.
A report prepared by E-commerce Update (a Brazilian company specialized in producing content about the e-commerce sector) in July 2024 states that flexible working hours are essential for 30% of Brazilian professionals. Although this study is not specific tosmart lockers, it shows the importance of flexible hours in general.
For companies, adopting this technology significantly facilitates delivery logistics, resulting in a substantial reduction in shipping costs, optimizing processes, and minimizing operational expenses. According to the Brazilian Association of Electronic Commerce (ABComm), the use ofsmart lockerscan reduce operating costs by centralizing deliveries at a single point, avoiding the need for returns and temporary warehouses.
In addition to the direct benefits to consumers and businesses,smart lockersalso contribute to sustainability. The concentration of deliveries at a single point and the consequent reduction in the mileage traveled by transportation vehicles result in a significant decrease in CO2 emissions per delivery, aligning convenience and efficiency with environmental responsibility.
The growing popularity ofsmart lockersdemonstrates its effectiveness as a solution to the challenges of modern logistics, offering tangible benefits to everyone involved in the supply chain and consolidating itself as a trend that is here to stay.
In the business world, winning and maintaining consumer trust is a constant challenge. Companies that understand their customers' expectations and needs have an advantage, as loyalty is directly linked to factors such as environmental responsibility, healthy habits, and data security. These aspects can influence up to 90% of purchasing decisions, requiring brands to commit increasingly to transparency and innovation.
The concern for data protection, for example, has grown exponentially in recent years. While 83% of people worldwide consider this factor essential, in Brazil the rate rises to 90%. Furthermore, according to a survey by PwC Consulting, 86% of Brazilians demand guarantees that their information will not be shared without consent, a clear warning for companies to reinforce their privacy and digital security policies.
But corporate responsibility doesn't stop there. More and more consumers are willing to pay an extra amount for sustainable products. On average, this value can be up to 10% higher than traditional products. According to PwC, in Brazil, 47% of people already choose products with a lower environmental impact, while 56% intend to increase their consumption of fresh fruits and vegetables, opening opportunities for the food industry and retailers that prioritize sustainability.
Another relevant aspect for the market is the growing digitalization of consumption. Today, 49% of Brazilians use social media to buy products, but at the same time, they question the reliability of these platforms. Companies need to balance enthusiasm and caution, creating engaging and authentic content that earns customers' trust on digital platforms.
The financial issue also influences the purchasing decision. About 43% of Brazilians are seeking more cost-effectiveness, and companies need to find ways to offer value without compromising quality. For this, investing in the shopping experience has become essential, especially in physical retail, which remains consumers' preferred place to research and purchase products.
*The human factor in customer experience Regardless of the sector, quality service can be the key to winning and retaining customers. The CEO of Benevolo Gelato and Café, Jefferson Dewis, emphasizes that good service starts with the employees. "They are the company's first business card. We hope that each employee conveys friendliness and warmth to the customer, providing a unique and enjoyable experience," he states.
HR specialist and CEO of AGIRH Consultoria, Isabela Edson, emphasizes the importance of investing in professional training. "Many companies are afraid to train their employees and see them leave, but what happens if they don't train them and they stay? The sense of belonging and alignment with the company's culture are essential to maintaining an engaged team," he points out.
The importance of good service Good customer service is an essential pillar for business success. However, common mistakes can compromise a brand's reputation. Sebrae specialist, Edleide Alves, warns that a bad experience can drive customers away and generate negative word-of-mouth impacts. "In addition to losing the sale, the company may see its reputation damaged, harming its relationship with other consumers," he/she/they highlights.
In this scenario, it is clear that consumer trust is a valuable asset that must be earned daily. Whether through sustainable practices, quality service, or digital security, companies that commit to transparency and excellence are much more likely to grow and stand out in the market.
To support sales and visibility during Carnival, retailers, fashion and beauty business owners and restaurant owners are turning to digital platforms, including those equipped with artificial intelligence (AI) resources, to create professional-quality visual pieces – such as invitations, menus, personalized labels and pieces for social media.
According to Canva,over 11.3 million Carnival-related designshave already been created within the visual communication platform in Brazil. The app, which has one of its largest global audiences among Brazilians, was also used to generate and export (for uses outside the platform)around 26 million carnival designs.
All of these creations were made with the support of Canva features like Pro templates, Magic Capture, and Magic Convert.
Data from the National Confederation of Commerce of Goods, Services and Tourism (CNC) indicate that, in 2025, Carnival should generate an estimated revenue of R$12.03 billion in economic activities linked to the date, including commerce and tourism — a growth of 2.1% in relation to sales recorded in the same period last year.
A Noodle, a fintech specializing in the creative economy, strengthens its leadership structure with the arrival of Carolina Rossettini as partner and COO. With a solid background in influencer marketing, communication, and the creator economy, the executive takes on the challenge of driving the expansion of operations, enhancing engagement strategies, and strengthening the connection between brands and content creators.
Graduated in Journalism and post-graduate in Digital Media from ESPM, Carolina has built a solid career over more than twelve years at the world's leading communication companies. Your experience encompasses influencer marketing, digital marketing, public relations, communication consulting, events, social media, and crisis management – having led high-performance teams and participated in award-winning cases.
She was one of the pioneers in the influencer marketing industry and helped structure the operations and teams of the largest companies in the segment, responsible for developing processes, plans, squads, products, and exclusive and customized proprietary methodologies. Additionally, he also managed some influencers and actors from Rede Globo. Among the companies where he has worked, in different roles, are BR Media, MIS, Squid (Wake), Grupo Dreamers (Artplan), MField, Play9, Grupo In Press, AND'ALL (Publicis Groupe) and Burson-Marsteller, in addition to serving large national and global clients such as EssilorLuxottica, Amazon, Arcos Dorados (McDonald's), Colgate-Palmolive, Coca-Cola Femsa, AMBEV, Unilever, Whirlpool, Samsung, Johnson & Johnson, GPA (Grupo Pão de Açúcar), Facebook and Rock in Rio.
“Taking on the position of COO at Noodle is an opportunity to further boost the creator economy market in Brazil through an innovative and highly necessary solution for both agencies and content creators, and I say this because I have been on both sides,” highlights Carolina Rossettini.
“Noodle is growing exponentially in relevance among the main players in the sector because it is the only fintech that offers financial assistance, advances and automation in the intermediation of campaigns, which professionalizes and protects payment flows, at a time when there is so much talk about the need for this professionalization, transparency and security. Working alongside Igor Bonatto and his team is the certainty of another firm and forward step in influencer marketing. I hope to contribute in the best way possible to this constant cycle of innovation and growth”, concludes the executive.
Carolina's arrival reinforces Noodle's commitment to offering increasingly innovative financial solutions aligned with the needs of influencers and professionals in the creative economy. A fintech, which already stands out for facilitating receivables anticipation and providing access to credit in an agile and secure manner, aims to further expand its impact in the sector with the expertise of its newest partner.
With this strategic move, Noodle is positioning itself for a new cycle of growth, consolidating itself as a great reference for its customers and expanding its presence in the digital market.
FEDERASUL, the Rio Grande do Sul Retail Federation (FAGV) and the RS Retail Federation joined forces to ask the State Governor, Eduardo Leite, to veto Article 3 of Bill No. 378/2019, approved on Tuesday, 25, by the Legislative Assembly of Rio Grande do Sul.
The aforementioned article imposes the obligation to record all telephone calls made to collect debts, with the need to store and make the recordings available to the consumer upon request.
Despite the recognition of the need to protect consumers against abusive practices, the requirement to record all telephone charges creates a significant obstacle for small and medium-sized business owners in Rio Grande do Sul.
According to the entities, this measure represents a new bureaucratic and financial barrier, especially at a critical time when many small businesses are recovering from losses caused by climate events and still face high rates of default.
The main argument of business entities is that the implementation of the measure will require substantial investments in infrastructure for recording, storing and making calls available, which could make the operation of many micro and small companies unfeasible, which, in most cases, carry out collections directly and without sufficient resources to cover such costs.
Furthermore, the entities emphasize that federal legislation already mandates call recording in regulated sectors such as telecommunications, banking, and customer service. This means that imposing a similar rule on all companies, without considering the size and characteristics of each business, can be excessive and disproportionate.
The request to veto Article 3 of Bill No. 378/2019 aims to preserve the economic viability of micro and small businesses in Rio Grande do Sul, which continue to play an essential role in generating jobs and income, especially in times of recovery after successive climate events.
Winnin, a platform that uses proprietary AI to map cultural trends based on video consumption on the internet, held the 1st edition of theWinnin NOW. The event explored how video consumption patterns can be transformed into powerful strategic insights for the future of brands.
During the meeting, Gian Martinez, co-founder and CEO of Winnin, shared valuable insights on how attention and engagement data analysis can help companies become more relevant. Below are the 5 main paradigms of this mapping done by Winnin:
1 – The power of cultureGlocal: Brands that operate only locally may miss opportunities in an increasingly connected world. Those that balance a global vision with local adaptations gain an advantage, strengthening ties with their audience and attracting new consumers.
The rise of South Korean culture exemplifies this movement. K-pop, K-dramas, K-beauty, and K-food broke down borders and became global references, impacting various industries. Brands can explore this universe through co-creations and activations inspired by Korean lifestyle, increasing innovation and desire.
The "K" goes beyond labels, connecting fashion, beauty, music, gastronomy, and entertainment. This fusion of international trends and local identities allows brands to expand their reach authentically, transforming products into global cultural phenomena.
Fonte: Winning AI. Relevance (in terms of engagement) of the main major cinema figures in the last 12 months in Brazil, across all genres and ages.
2 – Fit is Fun:The fitness universe, previously focused on performance and aesthetics, now also embraces humor. Gyms have become stages for light and shareable content, where laughing at the struggles of weightlifting and awkward attempts at new exercises are now part of the experience – driven by platforms like TikTok and Instagram Reels.
For brands, this trend represents a great opportunity. Humor creates identification, strengthens communities, and stimulates natural conversations. When exploring this universe with campaigns and collaborations that mixfitness + entertainment, brands can generate more engagement and connect with the audience in an authentic and spontaneous way. After all, in today's fitness world, laughing is also part of the workout.
Fonte: Winning AI. Relevance (in terms of engagement) of the main niches related to fitness in the last 12 months in Brazil, across all genders and ages.
Is cleaning just a boring obligation?Cleaning and tidying up have ceased to be just obligations of adult life and have become a rising content niche. Videos oforganization, deep cleaningand before & afterThey gained space on social media, combining visual satisfaction, useful tips, and a therapeutic effect. More than a task, cleaning has become a new“me-time”, where routines are romanticized and household chores are transformed into moments of pleasure.
This trend represents a great opportunity for brands. Cleaning contents arerelaxingand they involve a diverse audience, from young people seeking organization to families and decoration enthusiasts. Link products tofeeling of well-being, going beyond the practical function, is a strategic way to engage and inspire this audience.
Fonte: Winnin.AI. Relevance (in terms of engagement) of the topics in the last 3 years. All genders and ages. World.
Does football have gender? No more!Women have been gaining more space and engagement in the world of football. Female creators stand out with authentic narratives, from stadium culture to tactical analyses and behind-the-scenes of sports. The female audience is also growing in different football niches, showing that the passion for the game goes far beyond stereotypes. This movement reflects a generational change, with theGen Alphaconsolidating a more diverse and inclusive football.
This is a territory in full transformation, and brands that recognize this change have the chance to connect genuinely with an increasingly engaged audience. Supporting content creators and female gamers not only strengthens women's empowerment in sports but also positions the brand as modern and inclusive. By embracing this evolution, brands connect with engaged fans and inspire new generations to be part of this universe.
Fonte: Winnin.AI. Audience of the topics in the last 3 years. All genders and ages. Brazil.
5 – What is the new "face" of Brazilian entrepreneurship?: female entrepreneurship has been gaining more and more space, especially in the world of finance. Women are transforming the market by sharing challenges and achievements, inspiring others to follow similar paths. By supporting this movement, financial service brands and investment products can highlight real stories, helping to demystify the financial universe and make it more accessible to other women.
Investing in women entrepreneurs' communities not only generates engagement but also strengthens brand loyalty. Whether through in-person events or digital spaces, creating an environment that facilitates exchanges and professional connections is an opportunity for brands that want to promote female empowerment in the sector.
Fonte: Winnin.AI. Engagement versus views of the topics in the last 3 years. All genders and ages. Brazil.
With a keen eye on data, the first edition of Winnin NOW showed that the success of brands is directly linked to their ability to understand and integrate into the narratives that are gaining momentum in digital culture.
“Winnin’s technology allows us to analyze and understand consumer behavior on an unprecedented scale and in depth. This allows brands to create more relevant strategies by offering more personalized content that, in addition to strengthening connections with their audience, accelerates the growth of their business. This behavioral data helps brands build loyal communities that identify with their values and become brand advocates,” he emphasizes.Gian Martinez, CEO and Winnin.
The use of chatbots in Brazil has been growing significantly in recent years, driven by technological advances, changes in consumer behavior, and the pursuit of operational efficiency. Brazilian companies are increasingly adopting this technology to improve customer interaction and optimize internal processes. The number of chatbots in Brazil is expected to exceed 1 million by 2025, with retail, banking, and healthcare sectors leading the adoption of the new technology.
It is estimated that in 2024, nearly 7 billion messages were exchanged between consumers and chatbot tools in 2024. These digital assistants, which were previously limited to pre-programmed responses and basic interactions, have rapidly evolved with the integration of Artificial Intelligence and Natural Language Processing (NLP), redefining the way companies interact with their customers by offering 24/7 support, advanced personalization, and a smoother, more intuitive user experience.
In this regard, there are four main trends that I believe are shaping the future of chatbots, which, in addition to transforming the customer experience, will also be crucial for companies to stay competitive in the rapidly evolving digital market.
Increasingly human interactions One of the most significant trends is the development of increasingly human-like interactions. Advances in natural language processing and machine learning models are enabling chatbots to understand context, nuances, and emotions in user conversations with greater accuracy.
This allows for more natural and engaging conversations, in which bots can adapt their responses based on the user's emotional state. In other words, if a user is frustrated or confused, the assistant can adjust its tone and approach to provide more empathetic and effective support, directly impacting the customer experience.
More contextual awareness for the machine Let's say you are buying a laptop online. A chatbot appears, not just to help you with generic information: the system recognizes that you are browsing a specific category of products, late at night, probably from your home. The bot then retrieves your browsing history from last week—when you were looking for gaming laptops—and asks if you're still interested or need recommendations for another type of device.
This scenario exemplifies the future of contextual awareness in enhanced chatbot solutions, where the virtual agent understands not only the immediate query but also the entire context (device, time, previous interactions), crafting responses that seem incredibly personalized. This depth of understanding will transform customer service from a mere exchange of information to a meaningful dialogue rich in context.
Enhanced personalization Personalization is another very important trend, and one that should continue to be developed with the improvement of AI models. Deep learning algorithms will continue to revolutionize the way chatbots personalize interactions with users, analyzing large amounts of data to provide personalized experiences, product recommendations, and proactive support. For example, a retail chatbot can suggest products based on a customer's previous purchases and browsing history. This ability to anticipate users' needs and offer solutions even before they are requested not only improves support effectiveness but also increases customer satisfaction and loyalty.
Omnichannel Customer Experience The future promises an integrated and seamless omnichannel experience, thanks to conversational interfaces and AI-powered bots, eliminating barriers between various communication channels.
Imagine starting a consultation through a company's website chatbot and having to leave without resolution. Later, you remember to follow up while browsing social media, and when sending a message, the chatbot continues exactly where you left off, without the need to repeat.
This fluidity enhances the customer experience by ensuring that help is consistently available and informed across all platforms, making interactions smoother and more efficient.
In conclusion, as chatbot technology continues to evolve, the combination of contextual awareness, enhanced personalization, and an integrated omnichannel experience promises to revolutionize customer service. Virtual assistants will become more intuitive and capable of providing proactive support, meeting users' needs more efficiently and empathetically. This transformation will not only improve customer satisfaction but also strengthen brand loyalty, creating meaningful and lasting interactions.
Mobiup, a company specialized in digital transformation for over 15 years serving major clients, announces the launch of Modepay, an Infrastructure as a Service (IaaS) aimed at facilitating financial operations in the online environment and in in-person payments. The solution allows companies of different sizes to integrate multiple acquirers and payment methods, adapting to various business models through configurable modules.
Simplifying payment management, Modepay features centralized integration of multiple acquirers, as well as support for methods such as PIX, Boleto, Bolepix, credit and debit cards, BNPL (buy now, pay later), and a flexible onboarding pipeline with KYC and AML. With your quick registration and integration with anti-fraud systems like Konduto and ClearSale, it offers greater security by using the 3DS protocol in online transactions.
Your modularity allows you to customize the purchase journey, while the Payment Link feature connects directly with social networks and WhatsApp. Furthermore, multichannel reconciliation facilitates integration with management systems (ERPs), ensuring efficiency and better financial control, improving cash flow.
“Modepay is already being used in its beta version by some clients and the results are impressive. For example, in the B2B segment, the adoption of the platform provided a reduction of up to 70% in the default rate, thanks to the automation and efficiency in the collection processes. In addition, the implementation of the Modepay checkout resulted in an increase of up to 42% in conversion rates after three months of use, and the NPS improved by up to 25%, reflecting greater customer satisfaction”, highlights Fabiano Ribeiro, co-founder of Mobiup.
Modepay also stands out for its ability to integrate loyalty solutions and recurring payments, such as subscription management and access to exclusive content or premium services. In online retail, it contributes to improving the checkout experience and increasing conversion rates. At the point of sale, it facilitates in-person payments and integration with loyalty programs. For service providers, it offers simplified billing through payment links and chatbots, while in the events sector, it enables ticket sales and management with updated management data. Additionally, it offers a robust infrastructure for B2B operations, optimizing transactions between companies.
Mobiup has successfully launched Modepay for major partners, such as Coca-Cola distributors, Sorocaba Refrescos, connecting points of sale and integrating online and in-person payment methods in an omnichannel pipeline. The reconciliation module automated financial processes, while the middleware integrated sales and payment data into the SAP ERP, optimizing operational efficiency.
