Who the founders are
The largest media and data ecosystem inside screens is being built right now.
Brazil already has 86 million streaming users and is set to become one of the largest FAST markets in the world by 2029. TV 3.0, connected DOOH and content on multiple screens (SmartTV, smartphone, tablet and PC) are creating new channels for audiences, advertising and revenue.
While most of the market still treats TV as media, those who understand TV as a business platform are building competitive advantage right now.
In digital ecosystems, leadership positions are taken early and hard to reverse afterward.
Inventory is not yet saturated. Positions are still open.
But the market doesn't wait. Those who structure strategy now build real competitive advantage. Those who test without direction learn late and pay dearly for it.
An ad that doesn't retain doesn't convert.
What isn't seen doesn't exist.
CTV advertising doesn't work like traditional digital. On the connected screen, ads have three distinct functions, and each requires a different structure. MADMIX builds presence across all three stages.
Capturing attention in the first seconds
In CTV, the large screen and lean-back environment favor attention, but the creative must justify every second. Impactful formats, clear message, no noise. The viewer decided to watch. You have three seconds to confirm it's worth their time.
Keeping viewers to the end, via DAI
This is where DAI (Dynamic Ad Insertion) changes the game: with dynamic insertion, the right ad reaches the right context, for the right audience, at the precise moment in the programming. Completion rates above 95% are standard in well-structured CTV. Segmentation by neighborhood, behavior and device.
Turning attention into measurable action
Via T-Commerce, interactive QR code, cross-device attribution or Retail Media integrated into programming. The connected screen is the only medium that combines the reach of TV with the performance of digital. Those who structure this last mile capture the margin others leave on the table.
MADMIX structures the presence of brands and broadcasters across all three stages, from inventory architecture to the choice of adtech partners.
Understand how this applies to my business →The right ad. To the right person.
At the exact moment in programming.
With well-structured DAI, broadcasters and operators gain full control over advertising inventory, segmenting content and ads with the granularity of digital and the reach of TV. MADMIX connects you to the right platform and partners to operate DAI with real results in Brazil.
Content and advertising segmented by the same criteria: device, location and audience profiles. Highly targeted campaigns within the connected TV environment.
Simultaneous activation with different messages on each screen. The same break, distinct creatives per device, in real time.
Breaks schedulable in advance or triggered on demand. Full control of media delivery, live or VOD.
Structured breaks in ad blocks aligned to the linear TV model, with the flexibility of the digital environment.
Control of ad volume per break to balance media pressure, CPM and viewer experience.
Each slot configurable by format: 6s, 15s, 30s or custom. Branding and performance with the same infrastructure.
Local, regional and national campaigns activated within the same DAI infrastructure. From the neighborhood to the country, with no additional operational complexity.
MADMIX structures the DAI architecture: from the choice of technical platform to integration with programmatic demand, so you capture the CPM your inventory deserves.
Structure my DAI →The ecosystem is made up of players with distinct challenges.
MADMIX acts as a connection point between all links in the chain, with specific knowledge of what each player needs and where the opportunities each one is not yet capturing lie.
Your content has already reached connected screens. The question is whether your distribution, monetization and DAI strategy has kept up with that reality.
- Position diagnosis in the CTV and FAST ecosystem
- Monetization strategy, DAI, ad breaks, ad pods and floor prices
- Advertising segmentation by device, city, region and cohorts
- Support for transition to TV 3.0 (DTV+)
- Curation of technology partners with a proven track record in Brazil
CTV delivers TV's audience with digital precision. But the ecosystem is opaque and fragmented. You need an independent guide, not a vendor with inventory to sell.
- Independent mapping of CTV inventory in Brazil
- Curation and qualification of vendors by campaign objective
- Measurement framework adapted to the Brazilian context
- Strategic narrative to justify CTV investment to the client
You operate central infrastructure in the ecosystem. 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
- DAI structuring: ad breaks, ad pods, frequency and duration per slot
- FAST channel strategy and structuring
- AdTech partner mapping (DSPs, SSPs, Ad Servers)
- Strategic support for TV 3.0 and go-to-market of new capabilities
Your solution works everywhere. Brazil has its own rules — regulatory, cultural and relational. Without the right local context, months are lost with the wrong interlocutors.
- Brazilian ecosystem mapping by vertical and buying moment
- Local product-market fit validation
- Go-to-market strategy and pitch adapted to the market
- Qualified access to decision-makers in broadcasters, operators and agencies
Three pillars. One ecosystem.
We don't do generic diagnosis. We work on the fronts that define results in CTV, structured around the same three elements that make up a screen: Retail, Tech and Content.
From consumer attention to purchase decision, inside the screen.
The convergence of consumption data, purchase intent and connected television. From attention to decision, within the home environment. A performance channel that retail is still learning to use.
The right revenue model for your content and your audience.
AVOD, FAST and SVOD: each model requires different decisions on distribution, content and revenue. We help you choose and execute the right model for your business, not the trendy one.
Your app on the right TVs, with the visibility it deserves.
Relationships with manufacturers, app positioning and visibility strategy in the connected TV ecosystem. CTV distribution is not neutral: it depends on relationships and correct positioning.
Turn the arrival of the new standard into competitive advantage before your competitors do.
TV 3.0 is Brazil's new over-the-air television system. Based on the ATSC 3.0 standard, it represents a profound transformation of the TV everyone knows: 4K broadcasting with superior image quality, advertising segmented by region and even by neighborhood, and a hybrid model combining antenna signal with the internet. For the media, advertising and retail market, it opens a performance channel within free-to-air TV that didn't exist before.
Turning the arrival of TV 3.0 into a concrete business opportunity, not just a technical project. New revenue formats, engagement and audience relationships.
Clear positioning and defined business model to enter or grow in the ecosystem.
Positioning, business model and roadmap to enter or grow in the on-screen content ecosystem.
Monetize your audience without depending on subscriptions.
FAST channel structuring, distribution and monetization. The right order — distribution before content — changes the game.
New formats, better segmentation and more margin in CTV inventory.
New activation formats, programmatic segmentation and inventory monetization in CTV and multiplatform.
Operators who saw the market from the inside.
Now helping those who want in.
Over 40 years of combined experience on both sides of the CTV market: from hardware to software, from distribution to monetization.
& Ricardo Godoy
Marcelo Natali
Pioneer in the CTV ecosystem in Brazil. With stints at Philips and Samsung on the hardware side, and the world's leading Smart TV operating systems (Opera, Vewd, Metrological and Titan) on the software side, he has a spherical and complete view of the market that few professionals possess. Helps companies establish themselves in the Brazilian connected TV market by converting technical language into business strategy everyone understands.
Ricardo Godoy
Founder and CEO of Soul TV, a streaming platform present in 197 countries, with direct agreements with Samsung and LG, the two largest Smart TV manufacturers in the world. Pioneer in the development of native T-Commerce for Smart TVs in Brazil: the first commerce solution integrated into the Soul TV platform, creating a smoother and more intuitive shopping journey directly on the screen, with no friction for the user. Expert in monetization models, retail media and interactivity applied to connected TV. Helps companies build revenue, not just audiences.
"It is exactly this combination — hardware, software, distribution and monetization — that defines how MADMIX works. Two sides of the same market, at the same table."
Let's talk →We don't sell diagnosis. We build position.
We understand the context, objectives and real bottlenecks of your CTV business. No generic questionnaires: a direct conversation with those who decide.
We deliver a concrete plan: what to do, in which order, with which model. Ready for execution, not for the filing cabinet.
For those who need support during implementation, we are available as execution partners, not just advisors.
We don't make proposals without context.
Describe your situation.
The first conversation is a diagnosis, not a pitch. Two minutes of context are worth more than an hour of generic proposals.
Via form — response within 24h
Via WhatsApp — direct with the founders
Prefer to resolve it now? Talk directly with Marcelo or Ricardo. No SDR, no screening, no bot.
Open WhatsApp →Or write directly
contato@madmix.tv.brLimited availability. We work with few clients at a time to ensure depth in the work.
What we think
and write about the market.
WANT TO TURN CTV INTO REVENUE? LET'S TALK.
We don't make proposals without context. The first conversation is to understand your situation.
We respond within 24 hours.
Or fill the form above ↑