Ad Ops
Campaigns, programmatic, DAI, SSAI and measurement.
A new stage for the operation
Ricardo Godoy
MADMIX Co-founder
Marcelo Natali
MADMIX Co-founder
Lucca Rossini
Advisor · agencies, brands and advertiser market
Carlos Montesinos
Advisor · FAST TV, CTV, DAI/SSAI and monetization
The moment
The largest media and data ecosystem inside screens is being built now.
Brazil already has 86 million streaming users and is expected to become one of the largest FAST markets in the world by 2029. TV 3.0, connected DOOH and multiple screens are creating new channels for audience, advertising and revenue.
While part of the market still treats TV as media, those who understand TV as a business platform are building competitive advantage now.
Inventory is not saturated yet. Positions are still open. Those who structure strategy now build real competitive advantage.
86M
Brazilians who watch streaming. Consumption has arrived. Monetization and structure are still being formed.
Source: MADMIX, Connected TV Advertising in Brazil
3rd
Brazil’s projected position in the global FAST channels ranking by 2029. A market still being formed.
Source: Omdia / Prensario, 2024
95%+
Reported completion rate for CTV advertising, reinforcing the strength of connected screens when delivery is properly structured.
Source: Extreme Reach via TV Tech
The MADMIX framework
The ad that does not retain does not convert.
What is not watched does not exist.
CTV advertising does not work like traditional digital. On the connected screen, ads have three distinct functions, and each one requires a different structure. MADMIX builds presence across all three stages.
01
Attention
Capture attention in the first seconds
In CTV, the large screen and lean-back environment favor attention, but the creative must justify every second. Impact formats, clear message, no noise. The viewer chose to watch. You have three seconds to prove it is worth it.
02
Retention
Keep the viewer until the end, through DAI
This is where DAI (Dynamic Ad Insertion) changes the game: the right ad reaches the right audience, in the right context, at the exact moment of programming. CTV has reported completion rates above 95%, according to an Extreme Reach benchmark.
03
Conversion
Turn attention into measurable action
Through T-Commerce, interactive QR code, cross-device attribution or Retail Media integrated into programming. The connected screen is the only medium that combines TV reach with digital performance. Those who structure this last mile capture the margin others leave behind.
Does your inventory deliver across all three stages? Most CTV operations in Brazil capture the first well, lose the second and never reach the third.
Understand where I stand →DAI · Dynamic Ad Insertion
The right ad. To the right person.
At the exact moment of programming.
With well-structured DAI, broadcasters and operators gain control over inventory, segmentation, ad breaks and measurement. MADMIX connects platform, partners and operation to turn CTV into real revenue.
Unified segmentation
Content and advertising segmented by the same criteria: device, location and audience profiles. Highly targeted campaigns inside the Connected TV environment.
Creative variation by device
Simultaneous activation with different messages on each screen. Same break, different creatives by device, in real time.
Ad breaks under full control
Breaks programmed in advance or triggered on demand. Full control of media delivery, live or VOD.
TV-standard ad pods
Breaks structured in ad blocks aligned with the linear TV model, with the flexibility of the digital environment.
Frequency and media pressure
Control ad volume per break to balance media pressure, CPM and viewer experience.
Dynamic duration by objective
Each slot configurable by format: 6s, 15s, 30s or custom. Branding and performance with the same infrastructure.
Local, regional and national orchestration
Local, regional and national campaigns activated within the same DAI infrastructure. From neighborhood to country, without extra operational complexity.
Poorly configured DAI becomes wasted inventory: wrong floor price, poorly distributed ad breaks and generic segmentation.
Structure my DAI →Who we work with
Different players.
Unique challenges. Accelerated ROI.
We connect strategy, inventory, technology and media buyers for four client profiles.
Broadcasters
Broadcasters and TV channels
Your content has reached connected screens. Has your monetization and DAI strategy arrived with it?
- Position diagnosis in CTV, FAST and TV 3.0
- Monetization strategy, DAI, ad pods and floor prices
- Curation of technology partners with track record in Brazil
Agencies & Brands
Agencies and advertiser brands
CTV delivers TV reach with digital precision, but the ecosystem is still opaque and fragmented.
- Independent mapping of CTV inventory in Brazil
- Vendor curation by campaign objective
- Narrative and metrics to justify CTV investment
Operators & Streaming
Operators and streaming platforms
You operate central ecosystem infrastructure. But how much of the possible CPM is your CTV inventory capturing? Almost always less than it should.
- Monetization diagnosis, gaps and real CPM opportunities
- Structuring DAI, FAST channels and AdTech partners
- Go-to-market for new Connected TV capabilities
Tech & AdTech
Technology and adtech companies
Your solution works worldwide. Brazil requires local context, the right relationships and an adapted pitch.
- Validation of local product-market fit
- Go-to-market strategy and market-adapted pitch
- Qualified access to decision-makers in broadcasters, operators and agencies
What we do
Four fronts.
One single operation.
MADMIX connects technology, advertising, distribution, data and commerce to turn CTV into a monetizable operation.
Ad Ops
Campaigns · Programmatic · DAI · SSAI · Measurement
CTV Advertising Operation
Organized inventory, delivered campaign and measured result.
We structure ad pods, integrations, commercial rules and campaigns to turn audience into sellable inventory.
Agencies and Advertisers
The bridge between the connected screen and the media buyer.
With Lucca Rossini, we bring planning, buying, inventory, metrics and commercial narrative closer together.
Tech & Technology
FAST · White-label · Apps · Development
FAST & White-label
Channels, platforms and apps created with revenue vision from the start.
We support architecture, integration, publishing and commercial structure to launch or expand streaming presence.
Distribution and Monetization
CTV, FAST, OTT and Retail Media connected to the commercial model.
We support negotiations with manufacturers, platforms, operators and partners to expand reach and revenue.
Retail & Commerce Media
Data · Interactivity · Conversion
Retail Media on CTV
From brand exposure to purchase intent.
We connect retailer data, segmented campaigns, QR codes, shoppable TV and interactive experiences to bring media and conversion closer.
Data, Placement and Measurement
Content and data connected with governance.
We design product placement, activation and measurement models that respect privacy rules and bring media closer to results.
Strategic guide · Free PDF
CTV & FAST Channels
in Brazil: The Closing Window.
The market, the pain points and the ARC framework. 10 straight-to-the-point pages for decision-makers.
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Free PDF · No spam · Data handled in accordance with applicable privacy laws
The new MADMIX setup
Operation, strategy and market access working in the same direction.
MADMIX combines strategic vision and execution capability: Ricardo Godoy and Marcelo Natali act as co-founders, with specialized advisors expanding commercial access, technology and monetization.
MADMIX Co-founders
Ricardo Godoy
Marcelo Natali
Marcelo Natali
Ricardo Godoy
MADMIX Co-founder
Co-founder
Ricardo Godoy connects streaming, monetization, retail media and new business. His experience with Soul TV, global distribution and manufacturer agreements gives MADMIX a practical base to turn CTV, FAST and retail media into commercial operation.
Streaming
Monetization
Retail Media
New Business
View LinkedIn profile
Marcelo Natali
MADMIX Co-founder
Co-founder
Marcelo Natali connects CTV, technology, distribution and OTT ecosystems. His background in manufacturers, Smart TV operating systems and platforms helps translate technical complexity into positioning and market strategy.
CTV
Technology
Distribution
OTT Ecosystems
View LinkedIn profile
Lucca Rossini
Advisor · Agencies · Brands · Samsung Ads
Advisor
Lucca Rossini reinforces the bridge with agencies, brands and media buyers. His experience at Samsung Ads helps turn CTV operation into clearer proposals for advertisers.
Samsung Ads
Agencies
Brands
Go-to-market
View LinkedIn profile
Carlos Montesinos
Advisor · FAST TV · CTV · DAI/SSAI · Monetization
Advisor
Specialist in technology development and business building in Connected TV, with expertise in FAST TV, inventory monetization, DAI, SSAI, Retail Media in CTV and Dynamic Product Placement.
Latin America
Smart TVs · Korea
FAST TV
DAI · SSAI
Retail Media
Product Placement
View LinkedIn profile
Ricardo Godoy and Marcelo Natali bring together complementary capabilities in business, technology, distribution and monetization. As MADMIX co-founders, they connect strategic vision and execution capability across the Connected TV ecosystem.
Schedule a conversation →Limited availability · We work with a small number of clients at a time
Soul TV: global platform that supports MADMIX’s operational experience.
Execution Proof
FROM 0 TO 197 COUNTRIES:
GLOBAL-SCALE EXPERTISE.
MADMIX was not born from theory, but from the practice of people who built and operated streaming ecosystems from scratch.
Technology Maturity: Native integration on Samsung and LG Smart TVs, ensuring presence on the largest screen in the home.
Scale and Distribution: Active operation in 197 countries, overcoming complex infrastructure and regulatory challenges.
Real Monetization: Practical experience with FAST and DAI models across more than 200 channels, from Soul TV’s operation.
How we work
Strategic independence with execution capability.
01
Focused Diagnosis
We understand the context, objectives and real bottlenecks of your CTV business. No generic questionnaires: direct conversation with decision-makers.
02
Strategy with Direction
We act with strategic independence, connecting intelligence, technology, partners and operation according to each project’s needs.
03
Follow-through
For those who need support during implementation, we are available as execution partners, not just recommendation providers.
Not ready to talk yet?
Start with the guide.
It is free.
10 pages on the CTV and FAST market in Brazil. The diagnosis, framework and next step, with no intermediary.
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Error sending. Please try again or write to contato@madmix.tv.br
Free PDF · No spam · Data handled in accordance with applicable privacy laws
Do blog
Sharp market opinions. No fear. No filter.
56 published articles. Zero sponsorship. Zero disguised paid content.
WE DO NOT MAKE GENERIC PROPOSALS.
TELL US YOUR SCENARIO.
The first conversation is diagnosis, not a pitch. We want to understand the problem before talking about solutions.
We reply within 24 hours. No bots, no SDR.
Not ready to talk now? Describe your scenario and we will get back soon.
Ecosystem built from the inside