Observed Signal · Feb 1, 2026 · Product Launch · Source: https://triscari.substack.com/feed · Impact: 2/5 · Sentiment: Positive
Quo Vadis Launches Enhanced Last Media Dollar Game v2.0
Quo Vadis announced Last Media Dollar beta v2.0, an updated behavioral-economics game that pits 22 media channels in head-to-head matchups to surface hidden buyer preferences versus actual media spend. The update adds 18 selectable 'House Cases' across eight verticals, a GenAI helper to build custom cases, private/public case sharing (Case Library), in-game AI advice, and a notes/transcript feature for capturing decision rationale. Quo Vadis reported nearly 400 games played and 30,000 channel matches since the v1.0 beta in September 2025 and published bottom-up estimates of ~ $1 trillion in global media spend (about 76% to 18 digital channels). A live Last Media Dollar event is scheduled for Feb 25 at the Roxy Cinema in Tribeca with Chad Stoller (PMG) and Joe Zawadzki (Aperiam Ventures).
Niche industry tool: useful for media planners and researchers (behavioral insights, GenAI-assisted case building) but not a major-platform or industry-shifting announcement.
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Key Takeaways & Evidence Grounding
- Quo Vadis released Last Media Dollar beta v2.0, an updated behavioral-economics media decision game.
- Since launch of beta v1.0 in September 2025, nearly 400 games were played and 30,000 individual 1-to-1 media channel matches recorded.
- The game models 22 competing media channels and Quo Vadis published bottom-up estimates valuing global media spend at nearly $1 trillion.
- Quo Vadis reports roughly 76% of that spend goes to eighteen digital channels, with the remainder to four traditional channels.
- A live Last Media Dollar event will be held Feb 25 at the Roxy Cinema in Tribeca, featuring Chad Stoller (VP of Media, PMG) and Joe Zawadzki (partner, Aperiam Ventures).
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Related Market Signals & Shifts
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Last Media Dollar v2.0 Beta Launches
Last Media Dollar’s live on-stage event is scheduled for February 25, 2026 at the Roxy Cinema in Tribeca, continuing from a successful London debut and tied to the broader Last Media Dollar beta release. The post also announces the Advertising Economic Forum for March 18–19, 2026 (Day 1 at Horizon Media with AI founder pitches; Day 2 at The New York Times Center for closed-door executive sessions). The author summarizes a Quo Vadis discussion highlighting C Wire CEO/co‑founder Rui de Freitas’ move from fragmented SaaS tooling to purpose-built internal systems and explores how AI-native approaches boost revenue productivity, reduce people costs and raise investor expectations (examples include projected net revenue per employee benchmarks and higher expected ROIC under AI-driven models). The piece frames these developments as part event promotion, part industry analysis on AI’s economic impact on adtech.
Join the Last Media Dollar Experience Live in London!
Quo Vadis announced a live, in-person event for its behavioral-economics media game Last Media Dollar (LMD) on December 9, 2025 at the Everyman Theatre in Borough Market, London. The session will be hosted by Cadi Jones (SVP of EMEA, Index Exchange) alongside the Quo Vadis creator and will feature live gameplay, audience participation, pre-event private game links for attendees, and post-game aggregated comparisons. The event is positioned as a data-and-psychology experiment for media professionals to surface budget trade-offs across media channels. Tickets are priced at £100 with only 100 seats available. Revving is named as the event sponsor.
Unlocking Media Value: Insights from Last Media Dollar Experiment
Quo Vadis reported results from its Last Media Dollar (LMD) game experiment and promoted two London events: LMD Live on December 9 (Everyman Theatre) and a Dec 10 conversation with CWire CEO Rui de Freitas. The LMD experiment ran nearly 200 sessions with more than 14,000 one-to-one channel matches across 22 media channels, simulated pairwise into a Bradley–Terry model to derive channel “preference strength.” Findings show Meta and YouTube sit close to preference-market equilibrium, Amazon Retail Media is moderately underfunded, Search is materially overfunded, and there is a stark mismatch between linear TV (low preference rank but high actual spend — ~3.5x overfunded) and CTV (high preference but underfunded — ~3.6x). The analysis attributes gaps to structural frictions (budget silos, procurement inertia, measurement anchoring, agency economics, ease-of-execution, etc.) and positions CTV and retail media as areas with latent upward pressure.
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