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Contextual advertising is the biggest trend in the advertising industry for the second half of 2024′, says CEO of US Media

According to a study produced by IAB Brazil in partnership with Kantar Ibope Media, the national market invested R$ 16.4 billion in digital advertising only in the first six months of 2024. Within this movement in the market, it is possible to identify the main strategies of the sector today and predict possible trends that should come into weight in the second half of the year and early 2025. This is the case of contextual advertising. 

According to Bruno Almeida, CEO of US Media“, the leading media solutions hub in Latin America, will transform the future of the industry.With Google moving forward to block third-party tracking cookies in Chrome, companies need to find ways to continue offering relevant ads without access to data collected on sites outside their domain. Contextual advertising is the main one, as it opens space for new formats and” possibilities, he says.

How does contextual advertising work?

Cookies are personal information collected during visits to websites and shared with other companies, which allows personalized advertising. However, in the last four years, the discussion about blocking this data has advanced because it poses risks to user privacy and the growing regulations around the subject, causing many companies to abandon the approach.

On the other hand, with advances in Artificial Intelligence (AI), contextual advertising has been gaining more and more effectiveness. Through this technology, the solution analyzes not only the textual content of the page that the user is visiting, but also contextual factors, such as geographic location and weather conditions. This allows the creation of solid and anonymous profiles to be used in the display of relevant ads, since it predicts intentions and behaviors with high accuracy.

For Almeida, this structure benefits all involved. “From the advertisers side, it is an outlet to increase click-through and conversion rates, respecting standards such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). On the consumer side, trust in brands that respect their privacy is strengthened and their experience is improved by receiving ads that are less invasive and more aligned to their interests”, he explains.

Possibilities of contextual advertising applications in the marketMany companies now have great potential for applying contextual advertising to their business strategies.The CEO of US Media cites as examples Tinder, a location-based relationship platform, and Fandom, a community of fans that offers articles, guides and forums on movies, series and games.

In the first case, the executive points out that the application could collect data on the preferences of users' profiles to display targeted content. “For example, if the person shows interest in outdoor activities or mentions sports in his biography, he may receive ads for sportswear, camping equipment or fitness events”, he points out.

As for Fandom, Almeida brings as an alternative the incorporation of native ads, which integrate perfectly with the design and content of the platform. “We are talking about sponsored articles that talk about the backstage of a movie or exclusive interviews with actors, which at the same time promote the purchase of tickets or subscriptions to streaming services”, he concludes.

ABcrypto expands its self-regulation and launches guidelines for tokenization

The Brazilian Cryptoeconomics Association (ABcrypto) expanded the scope of the codes and launched its tokenization self-regulation, marking an important advance for the sector, in line with CVM opinions and international good practices.

The new self-regulation will be published in September, after formal approval by the Board of Directors of ABcripto, with a validity of three extendable months.The objective is to establish clear and robust standards for the issuance and trading of tokens, providing greater transparency, security and trust for the entire market.

The tokenization market in Brazil is in a period of significant growth, reflecting global trends. According to the study “Cryptoeconomics in Brazil 2023”, conducted by ABcrypto, 27% of the companies have businesses related to tokenization.

“A ABcrypto tokenization self-regulation comes at a crucial time of growth and expansion of the sector, formalizing practices, bringing greater transparency and organization.The document maintains ethical standards, institutionalizes practices and standardizes procedures.We have established a new milestone and take another step towards the development and security of the” sector, explains Bernardo Srur, chief executive officer of ABcrypto.

For Renata Mancini, Vice President of the Board of Directors of ABcripto, “ guiding principles of self-regulation aim to ensure an efficient token market, putting on the agenda equity, transparency and trust, in addition to promoting ethical action that harmonizes with the legislation and good practices in force”.

The launch of Tokenization self-regulation reinforces the pioneering spirit of the association, which was the first to launch crypto self-regulation in 2020, and has played an important role in discussions for the creation of the Cryptocurrency Legal Framework (Law 14,478/22).

“A self-regulation stipulates guidelines associated with transparency and consumer protection, bringing more legal certainty for the investor, for conducting business, as well as for the Brazilian financial system”, adds Edisio Neto, President of the Board of Directors of ABcripto.

For Erik Oioli, managing partner of VBSO Advogados, “a self-regulation for tokenization is a sign of the maturation of this industry and prepares it to grow even more in the context of a digital economy, creating standards and rules that increase transparency and security for the entire” market.

The document is the result of a collaborative work of ABcripto, through its Self-Regulation Committee, coordinated by Matheus Cangussu, Legal Director of Loopipay; Rita Casolato, Compliance Director of LIQI; in addition to the Tokenization working group, led by Larissa Moreira, Digital Assets Manager of Itau; and Erik Oioli, partner-director of capital markets of VBSO Advogados.

The self-regulation of tokenization was presented during the workshop “Token 5 The Future of Digital Transactions”, held last Thursday (08). The event was attended by big names in the sector, such as Matheus Cangussu, Coordinator of the ABcrypto Self-Regulatory Committee; Larissa Moreira, Tokenization GT Leader of ABcrypto and Digital Assets Manager of Itauco; Victor Yen, Director of Striked Finance of LIQI; Yuri Nabeshima, Workshop Coordinator of the Legislature Group between ABcrypto and ABCovia Tokustoli tokenization

“O code brings standardized definitions of tokenization concepts. We want to establish tokenization guidelines to promote a safe and transparent environment for investors and the market. The ABcrypto code is anchored in principles that can be adaptable to technological and legal developments”, concludes Henrique Vicentim Lisboa, Capital Markets partner of VBSO Advogados and member of the Self-regulation Working Group.

More information on tokenization self-regulation is available in the document here link.

Como a cultura organizacional influencia a efetividade das práticas de compliance nas empresas

In recent years, Brazil has undergone significant regulatory improvements that have strengthened corporate governance practices. The Brazilian Corporation Law (Law no. 6,404/76) has been updated to reflect global best practices, and new laws such as the Anti-Corruption Law (Law no. 12,846/2013) and the General Data Protection Law (LGPD) have been introduced to increase corporate responsibility and the protection of personal data.

The capital market plays an important part in this evolution, where the Brazilian Stock Exchange (B3) has played a crucial role in promoting corporate governance through the creation of differentiated listing segments, such as Novo Mercado, Level 1 and Level 2, B3 which encourages companies to adopt more rigorous governance practices in exchange for greater visibility and potential for market appreciation.

There is also the publication of the Brazilian Code of Corporate Governance, by the Brazilian Institute of Corporate Governance (IBGC), which established clear and comprehensive guidelines for the adoption of good governance practices.

Increased transparency has made Brazilian companies increasingly committed to accountability and there is a continuing effort to improve the quality of information disclosed to shareholders and the market, including detailed financial reporting, risk disclosure practices and the adoption of sustainability reports (ESG (Environmental, Social, and Governance).

But it all starts with the commitment of the company leadership.When leaders demonstrate a strong commitment to compliance, this is reflected throughout the organization. It is one of the most cited points Tone from the top (Tom from Above), where leaders emphasize the importance of compliance and adhere to the rules and regulations set an example for all employees.

Together, the application of consistent communication, where clear and frequent messages from senior management about the importance of compliance reinforce its value within the organization.In addition, companies should value ethics and integrity, as it facilitates the implementation of compliance practices.

The effectiveness of compliance practices depends on employee engagement at all levels. An inclusive and participatory organizational culture increases this engagement with the practice of continuous training that educates employees about compliance policies and the consequences of noncompliance, the adoption of open feedback with communication channels where employees can report compliance concerns without fear of retaliation.

Elsys Group Invests in dtLabs to Boost AI Development in Brazil

Elsys Group, a renowned Brazilian technology company with 35 years of experience, today announced a strategic investment in dtLabs, a startup specialized in the development of advanced Artificial Intelligence (AI) solutions. This milestone represents the first contribution of the Elsys Group in a software company, acquiring significant participation in dtLabs.

While the value of the investment has not been disclosed, the partnership stands out for two crucial features: dtLabs will maintain its operational independence, with the support of the Elsys Group, and there are plans to further strengthen collaboration in the medium term, with the Elsys Group signaling interest in increasing its investment in the coming years.

The transaction, advised by Ace Advisors, combines Elsys' strong presence in the domestic market with dtLabs' expertise in AI software development.Otavio Pimentel, Partner at Ace Advisors, highlights: “This investment demonstrates the potential of the Brazilian innovation ecosystem, creating a technological powerhouse capable of competing globally in the AI market

DtLabs, founded by Ricardo Achilles and Brenno Caldato during their research at the Universidade Estadual Paulista (UNESP), will focus on the development of new solutions in computer vision, video-analytical processing and edge computing. Ricardo Achilles, co-founder of dtLabs, comments: “The partnership with Elsys will allow us to scale our custom AI solutions, maintaining our operational independence and expanding our national presence.”

Currently, 90% of dtLabs customers are international, a factor that influenced the decision of Elsys.Damian Zisman, CEO of Elsys Group, states: “This investment is a milestone in our strategy of growth in solutions for the corporate market in Brazil and drives our internationalization.We are committed to positioning Brazil as a global player in the development of AI.”

The partnership promises to positively impact sectors such as agribusiness, retail, security, logistics, smart cities, industries and mining, among others, offering integrated hardware and software solutions for complex challenges.

Taboola extends access to performance-focused bidding technology to all advertisers

Taboola, a global open web recommendation company, today announced that its performance-focused bidding technology, Maximize Conversions, is now available to all advertisers.

Until recently, thousands of advertisers have already used Maximize Conversions, an AI-based technology that allows them to increase conversions and reduce campaign costs on the Taboola platform.This solution automates the bidding process, eliminating the need for complex manual optimizations. Advertisers can simply set their marketing budget and goals, while the algorithm manages campaigns efficiently and effectively, keeping costs within the established limit. As a result, many users have reported an increase of up to 110% in conversions of campaigns when using Taboola's conversion tracking methods and tools.

With the new update, any advertiser can now access Maximize Conversions, regardless of how they set up their campaigns, and without the need to use Taboola's conversion tracking tools.This significantly extends the reach of the technology, allowing thousands of new advertisers to run campaigns with Taboola.

Today's announcement coincides with the growing adoption of Maximize Conversions, which is already being used by 70% advertisers, including major brands such as Hyundai, ERGO, Leica Camera, Sonova, Peugeot Turkey and Opel Turkiye. Taboola has recorded an impressive 100% increase in the number of campaigns launched with Maximize Conversions in the second quarter of 2024, compared to the previous quarter.

“We are committed to facilitating the success of our advertisers at Taboola, and the massive adoption of Maximize Conversions makes it clear that advertisers like the technology and, more importantly, it works to drive results in performance campaigns,”, said Adam Singolda, CEO and Founder of Taboola. “Com 70% of our advertisers already using this tool, we are now extending this capability to thousands of other advertisers, allowing everyone to harness the power of AI to maximize their” results.

10 SEO tools to boost your e-commerce

SEO tools are essential for any business that wants to improve their visibility in search engines and attract more organic traffic to their website. With a wide variety of options available, it can be difficult to choose the best tools for your specific needs.In this article, we will explore ten of the most popular SEO tools and how they can help boost your online presence.

1. Google Search Console (https://search.google.com/search-console/about): This free tool provided by Google allows you to monitor and maintain your website's presence in Google search results.It provides valuable information about your website's performance, including clicks, impressions, and average position, as well as helping to identify and fix tracking issues.

2. Google Analytics (https://analytics.google.com/): Another free tool from Google, Google Analytics is essential to understanding user behavior on your website. It provides insights into website traffic, user demographics, conversion rates and more, allowing you to make data-driven decisions to optimize your website.

3. SEMrush (https://www.semrush.com/): SEMrush is an all-in-one SEO tool that offers a wide range of features including keyword research, competitor analysis, website auditing and position tracking. It is especially useful for competitor analysis and identifying keyword opportunities.

4. Ahrefs (https://ahrefs.com/): Ahrefs is known for its comprehensive backlink analysis capabilities, allowing you to analyze the link profile of your website and your competitors.It also offers tools for keyword research, content analysis, and position monitoring.

5. Moz Pro (https://moz.com/products/pro): Moz Pro is a suite of SEO tools that includes keyword research, website analysis, position tracking, and more. It is particularly known for its domain and page authority metrics, which help to gauge the quality and relevance of a website.

6. Screaming Frog (https://www.screamingfrog.co.uk/seo-spider/): Screaming Frog is a website tracking tool that allows you to track and analyze your website URLs.It is useful for identifying technical SEO issues such as server errors, broken redirects, and duplicate content.

7. Ubersuggest (https://neilpatel.com/ubersuggest/): Developed by Neil Patel, Ubersuggest is a keyword research tool that provides keyword ideas, search volume data, and difficulty level. It also offers competitor analysis and content suggestions.

8. Answer The Public (https://answerthepublic.com/): Answer The Public is a unique keyword research tool that provides insights into the questions and phrases people are searching for regarding a particular topic. It is great for generating content ideas and understanding user intent.

9. SpyFu (https://www.spyfu.com/): SpyFu is a competitive intelligence tool that allows you to spy on competitors by analyzing their organic and paid traffic, target keywords and ad strategies.It is useful for gaining insights into the SEO and PPC strategies of competitors.

10. Majestic (https://majestic.com/): Majestic is a backlink analysis tool that offers comprehensive data on the link profile of a website. It is known for its Flow Metrics, which evaluates the quality and quantity of backlinks of a website.

These ten popular SEO tools offer a wide range of features to help you optimize your website, conduct keyword research, analyze the competition, and monitor your search engine performance.By incorporating these tools into your SEO strategy, you can make more informed decisions and drive organic traffic to your website.Because no single tool will meet all your needs, then it is important to experiment and find the right combination that works for you and your business.

Freshworks and Nortrez Announce Partnership to Transform Customer Service in Brazil

Freshworks, a global provider of customer engagement software, and Nortrez, a Brazilian technology and innovation company, today announced a strategic partnership for distribution of Freshworks solutions in Brazil.

The partnership aims to facilitate the commercialization and implementation of Freshworks solutions by Brazilian resellers, which until then faced technical challenges in adopting cutting-edge technologies.Freshworks, which serves more than 50 thousand customers globally, including brands such as Delivery Center, DHL, Honda and Unilever, offers a complete suite of SaaS products (software as a service) that covers customer service, marketing automation and sales management.

Marcio Rodrigues, Head of Alliances at Freshworks, highlighted the importance of the partnership: “A collaboration with Nortrez is key to expanding our presence in Brazil. Nortrez expertise will be crucial to Freshworks' success in the country.”

Nortrez, with more than 10 years of experience in the LATAM market, is recognized for offering IT solutions for businesses of all sizes, including consulting, deployment and technical support services. Alexandre Schio, CEO and founder of Nortrez, expressed enthusiasm for the partnership: “We are honored to be chosen as Freshworks distribution partners in Brazil.Our experience and knowledge of the Brazilian market ideally position us to help companies implement and gain value from Freshworks.” solutions

This alliance promises to democratize access to advanced customer engagement technologies for Brazilian companies of all sizes, potentially transforming the customer service landscape in the country.The combination of Freshworks' innovative technology with Nortrez' local knowledge creates a unique opportunity for Brazilian companies to raise their customer relationship standards.

Because IA”'s“Law can stagnate Brazil in the technological innovation scenario and make the country unproductive in the sector

In a world increasingly oriented by technology, the dissemination of Artificial Intelligence (AI) is already a reality. Therefore, its regulation has been the focus of international attention and several countries, including Brazil, try to advance in this direction. Here, several points of divergence have contributed to the vote on the bill (PL) 2.338/2023 be postponed and recently the Court of Accounts of the Union (TCU) identified several risks related to such regulations that are under way in the National Congress.

The work of the TCU put into perspective the Brazilian Strategy of Artificial Intelligence (Ebia), addressing and analyzing how this would harm the implementation of it, as well as the possible impacts resulting from the eventual approval of these proposals, on the public and private sectors.Initiated via ordinance of the Ministry of Science, Technology and Innovation (MCTI), Ebia assumes the role of guiding the Brazilian State in favor of initiatives, in its various aspects, that stimulate the development of solutions in Artificial Intelligence, as well as its conscious and ethical use.

For the professor at the University of Brasilia (UnB) and researcher in the area of technological innovation applied to health, Dr. Paulo Henrique de Souza Bermejo, it is necessary to take into account especially if Brazilian regulation can restrict innovation, going against Ebia. It is worth mentioning that Ebia has six main objectives: to contribute to the elaboration of ethical principles for the development and use of responsible AI; to promote sustainable investments in research and development in AI; to remove barriers to innovation in AI; to train and train professionals for the AI ecosystem; to stimulate innovation and Brazilian AI in an international environment; and to promote cooperation between public and private entities, industry and research centers for the advancement of Artificial Intelligence.

Paulo pointed out that excessive regulation can overload and increase the evolution of AI systems in the country, so that it would entail excessive spending of time and money for companies to comply with complex regulatory rules, instead of spending resources on improving technology. This would foster the monopoly of a few companies financially able to create systems regularly, to maintain themselves in accordance with the possible published standards. Thus, startups and smaller companies would not have a way to cope with this, risking the goals of Ebia itself. “All this scenario can result in the loss of international competitiveness of several productive sectors, so it is so important to find a balance between AI and responsible innovation to ensure that it is used and innovation.

He explained that one of the most essential aspects of the area in Brazil is to be able to situate the country as an international competitor, both in the development of AIs and in the application in the productive sector.“The amount of investment and the regulation proposed in each country will directly influence the positioning in relation to other countries. This means that the national industry can have more autonomy, evolving its own technology and aiming at export, or being more dependent on the import of technology from other countries. In a globalized market, Brazilian companies need to have the ability to compete with foreign ones, following the technological evolution to make the production process more efficient”, he explained.

The professor also pointed out that the regulation distinguishes AI systems from other systems. “A my view, this in the medium and long term, will apply to virtually all types of software, given that less intelligent software systems will tend to fall out of use and be replaced more quickly by others. In other words, this will possibly cause the application of a series of restrictions to all types of software, including those made abroad. That is, it should impact the national software industry and also Brazilian society in its entirety, as it may delay the insertion of new technologies in the country, which will make the national productive system, related to various sectors of the economy, more efficient and competitive, emphasized.

Another aspect to be considered concerns the restrictions on experimentation, since academic research in AI usually includes experiments with new methods and algorithms.“Restrictive regulations may limit the freedom of researchers to test other approaches, which may hinder the discovery of new solutions.In addition, they can hinder collaboration between researchers, whether from different institutions or countries. This can happen, for example, if regulations deny the sharing of data sets fundamental to the advancement of AI, limiting the ability to create more efficient algorithms”, he endorsed.  

The need for flexible regulation

The researcher pointed out as ideal, an AI regulation in Brazil that was flexible, following the understanding of society in terms of technology. “As there are so many factors involved, it is best not to rush regulation in Brazil, but to deepen the debate and include all those involved, such as the government, private sector, civil society and academia, in the decision-making process. Regulation is very necessary, but must be done with caution, so that it contemplates all angles of the current circumstances. Even because as there is a speed in the evolution of these technologies, daily new situations still not foreseen in the current laws, nor in some of the law projects that are necessarily under discussion and the subject matter in discussion is under discussion.

In another aspect of this context, according to Paulo, it is important to keep in mind that AI applications cover various sectors of the economy, so that each of them would require specific regulations, being more reasonable to adopt different governance measures, as an example of what occurs in the USA.

Copyright and data mining

For the teacher, a regulation that goes beyond the reasonable can hinder not only the potential, but also the ability of an entire community to advance and prosper. Given this, one of the points discussed is how to balance the protection of individual and collective rights without hindering the progress of technology, especially in relation to data mining.

According to Paulo, the availability and data mining are crucial for the development of AIs, especially for machine learning models, which require the exploitation of large volumes of data. One example of this lies in the field of large language models, such as GPT-3 and 4, bases for ChatGPT, which are trained in vast amounts of internet texts, learning to generate human-like content, understand instructions, among others.

The issue that is outlined, then, as he reported, is about copyright on this data used for training. “A disproportionate decision in regulation may prevent the development and use of AI systems that require the exploitation of large volumes of data, involving text, audio and images. This would create even more obstacles for the national market”, he argued.

In another view of this context, the expert pointed out that the issue of copyright has been widely debated in the world, with these technologies receiving numerous criticisms. For Professor Bermejo, it is necessary that there is a consensus, in order for the large manufacturers of these technological instruments to reach an agreement with content creators, in case of violation of intellectual property.

Finally, according to the expert, the training of language models in Portuguese is a key point, because although commercial models such as Gemini and ChatGPT “falem”, this often occurs through translations, so that it can result in biased and incorrect answers.On the other hand, Brazilians also produce a large volume of data, which are targeted by foreign “ techs, capable of training large artificial intelligence models, so they would be profitable alternatives within this market, with an AI that was genuinely Brazilian.

OmniK strengthens high leadership with hiring of former VTEX and TOTVS

OmniK, the main solution in Brazil for e-commerce companies that want to expand their operations without the complexity of managing additional inventory, announces Pedro Scripilliti as the new director of Channels and Partnerships.The executive arrives to work with platforms, agencies and other partners to establish the company as a sales center solution for various marketplaces and omnichannel projects. 

In his position, where he starts to lead a relatively new area of the company, Scripilliti will report directly to co-founder and CEO, Matheus Pedralli. “In our conversations, before the final decision, we saw that the values of Scripilliti are fully compatible with ours, which made us understand that he would be the ideal profile for the leadership we were seeking”, says Pedralli. 

At this beginning, the executive will work in partnership with the marketing team until he has the team formed to touch the projects he plans for the future.“I have this mission to develop a collaborative work, until he can structure a team ready to help strengthen OmniK in the digital segment, forming a link of partnerships and relevant channels in Brazil and outside the country”, explains the new director.

Scripilliti has more than 20 years of experience in e-commerce, where he has collaborated with numerous B2C, B2B and B2B2C projects. His curriculum has passages in giants such as VTEX, B2W, TOTVS. 

New Concept (Universal Customer Experience’ Gains Strength in Brazil

An innovative concept is transforming the way companies approach the customer experience in Brazil.The Universal Customer Experience (UCE), or Universal Customer Experience, has been gaining prominence in the country, following a trend already established in markets such as the United States, where the subject is already treated as a discipline in several marketing universities.

UCE aims to organize the customer lifecycle comprehensively, covering all the steps, processes, practices and technologies necessary to ensure a healthy, sustainable and long-term business relationship.

Alberto Filho, CEO of Poli Digital, a Goian company specialized in corporate communication, explains that UCE goes beyond the simple automation and centralization of messages received via digital channels.“The UCE concept is a kind of responsibility assumed by the company to look at the customer journey horizontally, without treating each moment in isolation of this relationship. This includes all stages: capture, service, sale, delivery of value and after-sales”, he says.

The expert highlights the importance of quality of service in user loyalty and business growth.He cites research showing that 86% of consumers are willing to pay more for a better customer experience, according to PwC, and that 76% of customers expect companies to understand their needs and expectations, according to a Salesforce study.

The UCE practices play a crucial role in converting leads into effective customers.Satisfied customers become brand advocates, sharing their positive experiences, which is indispensable for the reputation and growth of the company”, emphasizes Alberto Filho.

Among the challenges for the implementation of UCE in Brazil, the CEO of Poli Digital highlights the need for a cultural transformation within organizations. “A simple acquisition of new marketing and sales technologies does not guarantee a successful customer journey.All sectors, from service to product development, need to be aligned with the philosophy of UCE”, he concludes.

The adoption of the concept of Universal Customer Experience promises to revolutionize the way Brazilian companies relate to their customers, focusing not only on technology, but also on organizational culture and commitment to quality of service at all stages of the customer journey.

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