Luca Di Cesare

Founder

Twenty-five years in digital advertising, almost always in the same situation: a market that doesn’t exist yet and the need to build it.

With DoubleClick, it was ad tech in Italy—when no one knew what that meant. With smartclip, independent video advertising, scaled to the point of acquisition by RTL Group. With Channel Factory, brand suitability on YouTube and Meta, with operations launched from scratch in Italy and Spain. Three cycles, three different phases of the same industry, one recurring theme: every time the way people find information changes, the way brands need to show up changes with it.

Generative AI is the fourth cycle. But this time the challenge is different: it’s no longer about being found—it’s about being cited. When people stop searching and start asking, value shifts from visibility to representation.

That’s where Symios comes from.