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Microsoft makes new Azure services available in Brazilian regions with a focus on efficiency, savings and security

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Microsoft makes new Azure services available in Brazilian regions with a focus on efficiency, savings and security

Microsoft made significant updates to the Azure regions in Brazil to support its customers in their digital transformation journeys. The integration of Oracle Database@Azure in Brazil South will allow companies to easily migrate their workloads to the public cloud securely and efficiently. Another update is related to NetApp Files, high-performance storage services, which received significant improvements to help IT managers achieve greater efficiency, save resources, and keep their operations protected.  

The news includes virtual network management settings that tend to help companies dealing with intensive workloads, such as data analysis and artificial intelligence (AI). Overall, the goal is to help organizations of all sizes deliver better solutions to their clients' needs while improving the efficiency of their operations. Check out the main updates that were made available in the regions of Brazil this semester.

Oracle Database@Azure: Clients in Brazil South can now use Oracle Exadata Database Service and Oracle Autonomous Database Service in Azure data centers, removing obstacles to migrating critical workloads to the public cloud and facilitating innovation. This new feature offers enhanced performance and optimized latency, with simplified migration and high performance at scale, security, and availability.

With Oracle Database@Azure, customers will be able to use the advanced set of application services, development tools, and frameworks available on Microsoft Azure to modernize their workloads. This included the data insights features available on Microsoft's cloud platform and Azure's AI services, which are supporting companies of all sizes in their digital transformation processes through artificial intelligence. All of this with a simplified operation through the Azure portal, among other advantages. Learn more about this updatein this link. 

 New, more cost-effective options in Azure NetApp Files:Starting today, Azure NetApp Files customers can utilize cool-access storage (cool access)at all levels of service. In practice, this enables cost reduction by moving less frequently used data to a more economical layer of Azure, leaving only the priority blocks in the primary storage. Furthermore, it is possible to adopt a flexible configuration for this feature, allowing the optimization of the "cold storage" period for infrequently accessed data based on the company's usage pattern. Check out more details about this updatein this link.

 Azure NetApp Files cross-zone replication:This new feature available in Brazil regions allows for more efficient and cost-effective data replication between different availability zones within the same region. Using SnapMirror technology, the solution offers efficiency gains and cost reductions by sending only the necessary changes, improving failure protection. So, even if an unexpected event occurs, it is possible to ensure that your data is secure and accessible in another zone without additional complications. Check more detailsin this link.

 Protected Backup to Azure Blob Storage:Blob storage is a service that allows storing large amounts of unstructured data on Azure. With this update, it is possible to perform backups in safes: a native and managed solution that offers robust protection against data loss, keeping external copies secure and protected against accidental deletion, corruption, and malicious attacks. The main advantage of this solution is to enable rapid data recovery and business continuity in compliance with security requirements, which is essential for protecting critical information and operational resilience of companies. Learn moreon this page.

 Mesh and direct connectivity in Azure Virtual Network Manager:All public regions of Azure, including those in Brazil, can now access direct connectivity and mesh options in the Azure Virtual Network manager. The novelty allows virtual networks to communicate directly, reducing latency and management overhead. This tends to be especially valuable for Data & AI projects, allowing workloads to communicate with each other without the need to go through a central firewall. Additionally, it is possible to monitor and filter traffic between these networks using network security groups (NSGs) and security management rules. Know everythingin this link.

These features are part of a larger set of updates made available by Microsoft in the cloud regions of Brazil in the second half of 2024. To stay updated on the latest news and the constant evolution of Azure solutions in the country, simply access the portalAzure updates | Microsoft Azure. Additionally, it is possible to access theAzure Blog, in English, to follow the latest global themes on the platform and theSource Brazilto stay updated with the latest news from Microsoft Brazil.

E-commerce is expected to generate R$23.33 billion in revenue at Christmas 2024

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E-commerce is expected to generate R$23.33 billion in revenue at Christmas 2024

Christmas is the most important date for commerce, especially for e-commerce. This year, sales in this segment are expected to reach R$ 23.33 billion, representing a 9.91% increase compared to the R$ 21.23 billion recorded in 2023. The estimate is from the Brazilian Association of Electronic Commerce (ABComm), which considers the period from the start of Black Friday until December 24th.

This year, the average ticket for purchases is expected to rise to R$ 639, with an anticipated 36.48 million orders during the period. In 2023, the average ticket was R$ 611, and the total number of orders reached 34.74 million.

In addition to main categories such as cell phones, appliances, electronics, toys, and fashion, the cosmetics segment is among those that have experienced the most growth in search volume in recent months. To further boost revenue, ABComm recommends that retailers use paid digital channels, social media, email marketing, and WhatsApp messages, among other strategies for promoting and selling products.

It is good to remember that Christmas, being a time of many sales, also raises alerts about possible frauds. The entity, in collaboration with market experts, emphasizes that consumers should be wary of extremely low prices and always prioritize trustworthy websites.

“We are optimistic that Christmas sales in 2024 will exceed our projections, reflecting the growing consumer engagement in e-commerce. The segment continues to gain market share, especially on festive dates, due to the practicality, savings and diversity of options it offers. The ease of comparing prices, taking advantage of promotions and making purchases with just a few clicks has been the decisive differentiator for the public”, highlights Mauricio Salvador, president of ABComm.

Black Friday boosts Christmas sales strategies and shopping engagement for 2025

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Black Friday boosts Christmas sales strategies and shopping engagement for 2025

Black Friday 2024 brought significant results for Brazilian retail with a 16.1% increase in sales compared to the same period last year, according to Cielo data. This movement reinforces the importance of taking advantage of the market warming at the end of the year, both to boost Christmas sales and to plan strategies for 2025. But how can entrepreneurs maximize these opportunities?

According to industry experts, the secret lies in integrating short-term and long-term actions, using the momentum of the moment to maintain customer engagement and ensure consistent results. "Black Friday is just the beginning. the real difference lies in how companies connect this campaign with Christmas and, from there, structure their planning for the following year," he/she statesFernanda Clarkson, CMO of SuperFrete.

Christmas represents one of the biggest sales opportunities of the year. According to Clarkson, an effective strategy is to leverage the data collected during Black Friday to create personalized campaigns that increase customer loyalty. "Using remarketing tools to engage consumers who purchased or showed interest during Black Friday can be decisive in converting these interactions into new Christmas sales," he explains.

Another key point is to explore different promotions, such as gift kits orfree shippingfor orders above a certain amount. These strategies encourage larger purchases and add value to the consumer's experience.

Furthermore, ensuring efficient logistics is essential. The holiday season requires quick delivery, which can be a challenge for many businesses. "Entrepreneurs need to review inventories, align logistics partners, and set realistic delivery deadlines. This not only improves the customer experience but also reduces the risks of returns or complaints," he/she/they adds.

While Christmas closes the sales cycle of the year, 2025 should be planned with a strategic vision. An important tip is to use the commercial calendar as a tool to map out the main sales periods and align campaigns with market seasonality.

“Companies that prepare in advance have a greater chance of success. Planning campaigns at least three months in advance allows you to adjust stocks, create marketing strategies aligned with market trends and make the most of each seasonal date,” he highlights.

Another recommendation is to diversify sales channels. With the growth of marketplaces and the strengthening of own e-commerce, entrepreneurs should evaluate which platforms generate the most return and invest in integration strategies. "Marketplaces are great for attracting new customers, while owning your e-commerce offers greater control over the brand and consumer data. The balance between the two is key," says the CMO.

However, entrepreneurs should pay attention to inventory management and monitor sales performance in real time. Thus allowing the identification of best-selling products and adjusting strategies as needed.

“Thinking long-term is essential. Black Friday and Christmas are very important moments in the commercial calendar, and the lessons learned during this period will certainly serve as a differentiator in building a solid and sustainable 2025,” concludes Fernanda.

Loja Integrada generates R$6.5 million in sales and recovers R$666 thousand in abandoned carts on Black Friday

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Loja Integrada generates R$6.5 million in sales and recovers R$666 thousand in abandoned carts on Black Friday

Loja Integrada, a leader in automation and data intelligence for e-commerce, announces the advancement of its intelligent e-commerce model with the recovery of R$ 666,000 in sales through the company's native marketing automations, such as abandoned cart, during this year's Black Friday promotions. According to CEO Victor Popper, between November 28 and 30, the recovered amount represents a 335% increase compared to Black Friday 2023. "In total, 903 stores recovered orders, almost four times more than the previous year," he/she/they highlights.

In addition to the sales recovery, Loja Integrada moved R$6.5 million in three days with its native promotional module tools, which represented 15% of the total orders processed by the platform.

Among the most used features, the Progressive Discount stood out, generating R$ 642 thousand in sales with over 2,000 orders placed. A total of 1,217 retailers activated the promotional module to enhance their offers and maximize results.

The average ticket for retailers also grew 7.3% compared to Black Friday 2023, driven by features such as Buy Together, which encourages the purchase of promotional combos at the time of purchase.

"With thousands of simultaneous accesses during seasonal events like Black Friday, managing interactions manually becomes unfeasible. That's where automation becomes an indispensable ally. Tools like the Abandoned Cart ensure that no opportunity is wasted, while merchants can focus on sales strategies," says Popper.

For the executive, smart e-commerce is the way to ease the demands of retailers and optimize operations.Tools like the Abandoned Cart help merchants reactivate unfinished purchases, automatically adjust promotions, and personalize the customer experience, ensuring greater efficiency during one of the most challenging moments in e-commerce.

“Our mission goes beyond offering technology; we want to be the strategic partner that drives entrepreneurs’ success. We are ready to enter the new year by completely rethinking e-commerce,” he concludes.

App delivery drivers without a contract can now advance 70% of their weekly income

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App delivery drivers without a contract can now advance 70% of their weekly income

Trampay, a digital bank focused on delivery drivers and app drivers, is expanding its portfolio of products and services aimed at its audience. The fintech now offers workers who operate for platforms but without a formal link to the logistics operator the possibility to advance 70% of their weekly income.

The benefit is granted without bureaucracy and without requirements that do not apply to this category of freelance workers.There is an interest rate of 2.3%, ensuring greater security for the beneficiary and more accessible credit, compared to the products available in the market.

According to Trampay's Head of Products, Amanda Carrijo, the number of delivery people who choose to work for delivery apps without a link to a logistics operator has increased, working as freelancers in this segment of the job market, which finds it difficult to obtain services in the conventional financial system.

The head of Trampay explains the steps to obtain the advance:

  1. The delivery person downloads and registers on the Trampay APP (IOS/Android) and after validating the registration, click on “receivables anticipation”.
  2. In the “receivables anticipation” section, he signs up for the waiting list.
  3. The platform provides guidance and the delivery person switches the bank where they receive payment from the applications to Trampay's digital bank, in order to obtain the advance.

And also, what are the conditions to start receiving:

  • Have received, from the application for which you provided the service, at least one transfer to the Trampay bank.
  • The minimum advance payment to be requested is just R$10.
  • The fee is 2.3% on the requested amount. This fee represents a small percentage for the user to have early access to their payment whenever needed. Check how it applies to different values
  • For R$100: R$100 x 2,3% = R$2,30 de taxa
  • For R$60: R$60 x 2,3% = R$1,38 de taxa
  • For R$30: R$30 x 2,3% = R$0,69 de taxa
    The fee amount will be reflected in the app at the time of the request.

The benefit started being offered in October. "In 15 days of testing, there were more than 70 referrals," says Carrijo, illustrating the rapid adoption. The average advance is R$ 82.95 per delivery person, a value considered high and that positively surprised the Trampay team.

For the head, this initial data is an indication that the product is fulfilling its purpose: providing financial security togig workers– those who provide services in theGig Economybusinesses based on digital tools. Carrijo reiterates that the new product is an expansion of the receivables advance that the fintech already offered.

A startup was founded in 2020 by Jorge Júnior, the company's CEO, and Tiago Ribeiro, CPO. Headquartered in Brasília, it is present in more than 500 municipalities and in 21 states of Brazil. In the first half of 2024, the company doubled its user base and aims to reach 300,000 customers in the coming years. Revenue also saw a significant increase, tripling compared to the same period last year.

“Our commitment is clear: to listen, learn and evolve. Therefore, feedback from our customers becomes essential to adjust our vision and direct our efforts to better meet their expectations. This approach will allow us to create an increasingly intuitive, efficient and satisfactory experience, driving innovation and the value we deliver to our customers,” highlights Amanda Carrijo.

More details about Trampay at.

Twilio VP outlines how AI and personalization enable a winning strategy in a challenging 2025

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Twilio VP outlines how AI and personalization enable a winning strategy in a challenging 2025

With just a few days left in 2024, most companies have already begun their planning for 2025, paying attention to market movements and trends for the coming year. Thinking of assisting business leaders in this process, Vivian Jones, LATAM Vice President of Twilio, presents some analyses of the current scenario, along with investment recommendations in technologies such as AI, and strategies to guide company actions in order to overcome challenges, reduce costs, increase return on investments, and optimize operations.

"It is important to start this planning process by observing the current market situation, paying attention to the main economic indicators presented for 2024 and forecasted for the coming years," explains the executive. The first data point he mentioned is part of the study "Global and Brazil Macroeconomic Scenario 2025," conducted by the Center for Intelligence in Medium-sized Companies at Fundação Dom Cabral (FDC). He points out that Brazilian GDP growth has been more robust than expected, with an estimated growth of over 2.5% per year for 2024, and above 2% for 2025.

This is a positive data point, but despite that, it is important to outline a more detailed overview, as the Central Bank is expected to raise interest rates in order to meet inflation targets, comments Jones. Experts indicate that, due to the high interest rates, growth based on consumption is expected to slow down in the following year, which will require companies to adopt new sales strategies if they want to retain their customers and maintain steady growth.

According to the latest Focus report from the Central Bank, official inflation is expected to close 2024 at 4.64%, surpassing the target limit set by the National Monetary Council (CMN). The IPCA is expected to reach 4.12% in 2025, which is a value above the previously projected one, continuing into 2026. The market raised the interest rate projection to 12% in 2025.

"In addition to the persistent inflation scenario, 2024 ends with the dollar above R$6.00, which means an increase in various everyday consumer products," comments the executive. With higher prices, consumer behavior will be more cautious with spending, so attracting new customers will be more challenging and retaining existing customers will be crucial. It is essential to consider how to engage in this scenario, or it could mean financial failure.

Focus on customization 

For Jones, the central strategy is based on focusing on segmentation, context, and the preferences of your audience. This will allow for greater personalization in the relationship, which ensures a higher financial return. Customers want a personalized, unique relationship, and to achieve this, it is necessary to understand who they are talking to, in what context, and what their preferences are, both in terms of products and services, as well as in customer service and brand relationships.

The Twilio Consumer Preferences report showed that 91% of consumers worldwide expect engagement through their preferred channels and are willing to spend 32% (up to 45% in Latin America) more with brands that allow them to communicate through these channels. "With this data, and considering segmentation, context, and preferences, it is clear what needs to be done from now on," explains Jones.

"Segmentation is a way to understand which customer group a specific customer belongs to, ensuring that they are impacted not by general messages, but by something personalized to what interests them. Additionally, it is necessary to consider the context in which they are inserted, whether geographic, economic, or social. A brand that offers the right type of product to its right target group converts more. Regarding preferences, it is simple: respect what your consumer wants. If they want to talk to you via WhatsApp, be there! If they want to talk to you by voice, be there!", explains the executive.

His proposal, therefore, is to be more efficient by directing resources and efforts to the appropriate locations, optimizing operations and marketing, sales, customer service actions, etc. The general idea is to retain more customers and acquire new relationships by creating offers specifically targeted to individuals. "People do not want to waste time and money on brands that do not understand them or do not deliver quality service. It is a period of caution, so there is no reason to focus on what does not resonate with their desires, or on brands that do not care to get to know them." To support this strategy, enabling its large-scale implementation, however, technology is needed.

Data and AI in personalization at scale 

Gartner pointed out that by 2026, 75% of companies will use artificial intelligence to create synthetic customer data, optimizing demand forecasting and inventory management. The 2024 Customer Engagement Report from Twilio showed that Brazilian companies are pioneers in the use of AI, with 86% of companies already using AI for personalized product and service recommendations.  

"Today, AI is the most valuable tool for companies to handle large volumes of customer data, data that, often, companies have had for years but cannot use, unify, process, and make useful for relationships, especially at scale," comments Jones.

For the executive, the key lies in using AI-supported customer engagement and data platforms as tools to personalize at scale, ensuring unique dialogues that value customers and, consequently, lead them to spend more on your brand and be more loyal to it. Furthermore, it is always important not to neglect investing in better data, as they enable better personalization. AI is making it possible for static data to become useful resources that generate returns.

Furthermore, it indicates increased efficiency, which reduces long-term costs and expands gains. The adoption of AI allows companies to handle data at an unprecedented scale, as well as automate repetitive processes, ensuring a co-pilot that makes customer service and sales faster. This gives human agents or marketing and sales strategists the time to interact with customers in a humanized way. The customer focus is the most important, and it is what will enable navigating the challenges of this new year, he concludes.

Americanas votes that neither it nor its controllers are responsible for the frauds

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Americanas votes that neither it nor its controllers are responsible for the frauds

Almost two years after the announcement of the biggest accounting fraud in Brazilian history, the feeling of impunity seems to be growing. Minority shareholders complain about the lack of transparency in the investigation process and effective measures to prevent such practices in the future and ensure that those responsible are truly punished.

Despite the suspension of Americanas, since November 2023, from the Novo Mercado – a segment dedicated to the trading of shares of companies that voluntarily adopt additional corporate governance practices beyond the legislation – the sanction is provisional. The Company failed to comply with several of the requirements imposed by B3. The Brazilian stock exchange, in turn, did not set a date to correct the irregularities.

In September of this year, the Empresa Institute submitted a request to B3 for the definitive exclusion of the Company. The request is justified by the fact that the retailer has not fulfilled some of B3's own requirements to ensure transparency in its management, which are necessary for the continuation in the segment where it is suspended.  

“B3 did not set a deadline for Americanas to comply with the determinations. However, article 59 of the Regulation provides that, in the event of non-compliance with regulatory obligations for a period exceeding nine months, a sanction of compulsory exit from the Novo Mercado must be imposed, through a public offering for the acquisition of shares”, explains lawyer Luís Fernando Guerrero, from the Lobo de Rizzo Office, which represents the Institute.

B3 also decided to hold several members of the Board of Americanas accountable, including partners and family members of Grupo 3G. However, the final decisions, after appeal, have not yet been made public.

The CVM has just announced that it has acquitted the former president of Americanas, Sergio Rial, of charges related to the disclosure of information after the discovery of an accounting breach and that it has convicted João Guerra, who took over as interim CEO shortly after Rial's resignation.

The autonomous agency also concluded Administrative Inquiry 19957.000946/2023-08, related to the use of insider information in the trading of issuance assets by directors and employees of Americanas before the disclosure of the "accounting inconsistencies" through the Material Fact on 01/11/2023. The decision is important so that, subsequently, the Federal Public Prosecutor's Office (MPF) initiates criminal proceedings for the crime of Insider trading.

Another important event was the dilution of minority shareholders through the company's own capital increase. With the adjustment that benefited only the banks, there was an even greater concentration of decision-making power within the Company. "The Americanas were already controlled by a small and well-known group of people who guided their journey up to here. Now, they are practically the absolute owners of the Company," says Eduardo Silva, President of the Institute of Business, who defends minority shareholders, referring to a capital concentration of around 50% of the voting capital.

With this amount of votes, it was easy to approve the prosecution of some of the former Directors, supposedly exonerating the Company and its controllers, even though the fraud was systemic and developed over about a decade, going unnoticed by Internal Control, the Fiscal Council, the Board of Directors, and External Auditors.

The Americanas vote clashes with what B3 established about a year ago. Several Board Members, Audit Committee Members, and even controllers and their family members were personally held responsible for not exercising proper control and supervision over the Company. "The management of third-party resources imposes fiduciary duties on controllers regarding other shareholders who must safeguard these values, which did not happen in this case," says Silva.

The decisions of the CVM, B3, the Federal Public Ministry, and even the Americanas Assembly to prosecute some of the former directors will not, however, affect the minority shareholders' plea. By clause of the Statute, compensation can only be claimed through arbitration.

The minority shareholders' request does not refer to any rights that could be confused with damages to the Company or with the devaluation of the shares. "In reality – explains Silva – investors would not have even purchased the securities if they had known the true state of the Company. All the Company's information to the market was deeply manipulated and distorted, leading to biased purchase decisions that need to be declared null and void."

KaBuM!'s 21st anniversary party wins Caio Award

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KaBuM!'s 21st anniversary party wins Caio Award

The Caio 2024 Award – the main award in the events market – recognized the 21st anniversary party ofKaBuM!as a highlight case in the social event category of the year (there was no first place). The Silver Alligator award ceremony took place this week in São Paulo, during the 25th edition of the award, which has been recognizing the work of companies and professionals in the sector since 1999.

To celebrate the occasion in style and boost the traditional brand birthday campaign, called Mega May, Latin America's largest technology and gaming e-commerce held a big party on May 23rd. The event took place at the historic Central 1926 building in Bela Vista, featuring prominent figures from the scene, including influencers, the press, and partners. KaBuM!'s 21st birthday party energized São Paulo's capital with musical acts, experiences, games, and technological activations.

KaBuM! aims to bring more fun and technology into people's lives. And with the brand's birthday party, it couldn't have been any different. The challenge of the event was to transport the guests to this setting, with creative activations, including the use of artificial intelligence. In environments with the brand's visual identity, characterized by an urban and tech atmosphere, the activities included customizing mousepads in an immersive space, free flash tattoos with a gaming theme – developed by the tattoo artist.Lucas Marinos-, create virtual graffiti and take photos, as well as an immersive room where users connect with an AI tool to create scenes and transform into characters.

For the party, KaBuM! also developed an action and strategy game that combined adrenaline and technology. Simulating Counter Strike matches in real life with laser tag, guests competed in teams or individually, with infrared light beams. The event also featured musical acts that energized the audience, such as the producerEcologyk, DJ Pancho Valdez, DJ Liu, DJ Thaisand even a show by the rapperVeigh, a phenomenon of the Brazilian trap music genre.

"KaBuM!'s 21st anniversary party was a true milestone in our history and an opportunity to bring together everything we love most. It is an honor to receive the Caio Award, which recognized our case as one of the best social events of the year, with a project made entirely in-house. The award reinforces the commitment of a passionate team, combining strategy, trends, and innovation. I dedicate this victory to each of them," says Bruno Chamas, Head of Marketing at KaBuM!

The Caio Award is produced by the board of directors of Revista Eventos, one of the most renowned publications in the market. The award evaluates the best cases in events, event services, destinations, enterprises (such as hotels, resorts, and convention centers), and also highlights sustainability in event practices. Additionally, it includes categories such as the Grand Prix Caio Award and the Caio Sustainability Award.

With over 300 scam sites identified, the 'Donate Arena Corinthians' campaign reinforces cybersecurity and prevents losses

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With over 300 scam sites identified, the 'Donate Arena Corinthians' campaign reinforces cybersecurity and prevents losses

The success of the "Donate to Corinthians Arena" campaign, organized by Gaviões da Fiel to pay off the club's debt related to the financing of Neo Química Arena, attracted the attention of cybercriminals who created fake URLs to deceive fans and divert funds. Therefore, the sports institution established a partnership with theDfense, a hub for leading cybersecurity solutions, to tackle the problem, which has already yielded great results: more than 300 fraudulent websites have been identified, 200 have been taken down and 60 are under continuous monitoring.

The Information Security Master Plan (PDSI) was centralized around the actions of one of the group's startups, ZenoX. The company monitors, collects, processes, and analyzes data on the internet, deep web, and dark web, prioritizing and classifying vulnerabilities.Gabriel Paiva, founder and CEO of ZenoX and Grupo Dfense, emphasizes that the strategy was designed not only for financial relevance but also emotional significance. "Certifying cybersecurity in large public actions like this goes beyond preventing financial losses; it is about protecting passionate people who are united for a cause and deserve peace of mind to navigate the digital world," he says.

Campaign Details
Launched on November 27, 2024, the Corinthian fans' campaign was authorized by the club and Caixa Econômica Federal to raise approximately R$700 million. So far, donations made via PIX on the official website have exceeded R$28 million, with R$10 million raised in just the first 36 hours online.

Marcius Ayres, Corinthians’ Information Technology and Security Coordinator, highlights how establishing solid digital defenses was essential to this success: “The response time for the action is much lower than expected. Cybercriminals could cause enormous damage to Corinthians fans and the campaign without due attention to the issue, so this is a work that deserves to be praised,” he states.

How can fans strengthen their digital defenses?
To better combat the actions of scalpers, the Corinthians fans can add protective measures to their daily lives, especially considering the exponential increase in the number of cybercrimes. According to the "Threat Landscape for Latin America 2024" by Kaspersky, Brazil is the country most affected by cyberattacks in the world, recording over 700 million virtual attacks between June 2023 and July 2024.

For Paiva, one of the main enhancements in cybersecurity is URL verification. "More conventional attacks, such as email scams and phishing, continue to be the biggest threats because they reach a large number of people quickly, so it is important for fans to access the campaign website directly through the browser instead of clicking on suspicious links," he advises.

The specialist also mentions some additional tools to improve protections: "Antivirus, two-factor authentication (2FA), and device updates help block unauthorized access, prevent malicious links, and protect systems against cyber threats," he adds. Finally, the executive also mentions some measures to act quickly and minimize damage if the user falls victim to a digital scam. They are:

  • Contact your financial institution, notifying the bank about unauthorized transactions and requesting the blocking of compromised cards or accounts;
  • Gather evidence such as emails, messages, or screenshots that may be useful for future investigations;
  • File a Police Report (BO), formalizing the complaint at a police station or through online channels to assist in the investigation of cybercriminals;
  • Monitor statements and credit reports, tracking financial transactions to identify suspicious activity and inform the responsible agencies to prevent misuse of stolen data.

10 Digital Advertising Trends for 2025

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10 Digital Advertising Trends for 2025

The year is coming to an end and companies are already preparing their strategies for 2025, especially in areas where technological advancement has a significant impact. One of them is digital advertising, a field in which technological innovations have been fundamental tools for companies to get closer to customers.

According to Bruno Almeida, CEO ofUS Media, the leading media solutions hub in Latin America, new technologies make this segment more dynamic. "Brands need to adapt to meet consumer expectations and make the most of market opportunities so they can increase their engagement and maximize the Return on Investment (ROI) of campaigns," he/she states.

Analyzing this context, the specialist listed the 10 trends that advertisers need to pay attention to in 2025. Check it out

  1. IA e Machine Learning

According to Gartner, companies that use artificial intelligence (AI) will be able to convert 75% of their marketing operational activities into strategic solutions by 2026. Almeida emphasizes that the tool is essential for automating campaigns and promoting predictive analytics: "Machine Learning algorithms can analyze historical data to predict future trends, allowing advertisers to optimize their campaigns even before launching them. To top it off, once they are launched, it is still possible to improve them in real time by making adjustments based on performance and user behavior," he explains.

  1. Programmatic advertising

According to VIOOH's research – a digital out-of-home (DOOH) platform – programmatic advertising, which involves automated online ad space purchasing, already accounts for 25% of Digital Out-Of-Home (DOOH) campaigns in Brazil. Analyzing the trend, the CEO highlights that their diferencial lies in the instant combination of data with creative thinking. "Programmatic advertising allows advertisers to reach specific audiences quickly and in different contexts, based on demographic, behavioral, and contextual data," he says.

  1. Social commerce

The "Global Online Buyer Trends Report 2024" by DHL Logistics reveals that social commerce is expected to generate $8.5 trillion by 2030. The reason for this projection is mainly its potential to make the customer's purchase journey even more immersive and personalized. Interactive content, such as polls and games, can help brands increase real-time conversions, as they align with formats familiar to new consumers, explains the US Media specialist.

  1. Geolocation Marketing

Hyperlocal campaign customization can deliver relevant ads based on the user's exact location, increasing impact and, consequently, conversions. "Companies that invest in platforms that combine geolocation with behavioral insights can create contextual and authentic experiences, such as targeting special offers to customers who are near a physical store," Almeida points out.

  1. Influencer Marketing

Partnerships with content creators are strategies capable of reaching an already engaged audience, creating genuine connections with consumers. "If the brand establishes qualitative engagement metrics and understands the influencer's universe, it can create authentic ads and build long-term relationships with users," emphasizes the executive.

  1. Conversational marketing

Chatbots and virtual assistants help brands provide 24/7 service, offering personalized interactions and generating more leads. As the specialist develops, these conversational marketing tools can "adapt the company's tone of voice to the user's needs, ensuring a complete and efficient experience."

  1. Sustainability and social responsibility

Among the new demands of the modern customer are, primarily, consuming products and services from brands with ESG (Environmental, Social, and Governance) values. For this reason, the CEO highlights the importance of campaigns that aim to solve environmental and social problems in a creative way and aligned with the business. "Inspiring positive change, whether by reducing carbon emissions or partnering with NGOs, and communicating it transparently is a basic prerequisite for any company nowadays," he/she/they adds.

  1. Omnichannel

Integrated tools, such as CRMs and management platforms, allow brands to centralize customer interactions that occur across different channels, tracking their journey and personalizing communication at each point of contact; “Being omnichannel is a way of adapting the brand’s core message to any context, respecting the particularities of each platform and the audience’s expectations without losing sight of the objective of the ad,” explains Almeida.

  1. Performance measurement and customizable KPIs

The so-called performance media monitors, analyzes, and enhances the efficiency of campaigns by consolidating data from various platforms, generating actionable insights. If incorporated into customizable Key Performance Indicators (KPIs), the US Media executive understands that the solution can align metrics with the goal of the actions and the stage of the funnel. "It is possible, for example, to establish a brand awareness that prioritizes ad reach, while conversion focuses on click-through rates," he adds.

  1. Channel diversification

Diversifying communication channels not only increases the relevance and reach of the brand's message but also provides more opportunities to genuinely engage the target audience. "Consumers are spread across various platforms, which requires the company to think outside the box and know how to deliver their campaign the right way and at the right time, without causing a sense of saturation for the user," concludes Almeida.

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