Yesterday I got to demo a revolution in the offing when I met with boo-box founder, Marco Gomes, and company CEO, Marcos Tanaka, at their headquarters in the Sao Paulo neighborhood of  Pinheros

By creating a tool that is “non-intrussive, yet elegant,” in the words of Tanaka, boo-box allows publishers to target ads based on images and content that appear within a post, leveraging the relationship they have with their audience to add value for all parties involved.

One cool feature I saw was a full-page ad for Marvel comics that expanded to inlcude old comic book covers and a video trailer for the movie ‘Iron Man.’ Those same slots could easily be used to show previous, related posts if a drag and drop feature were to be rolled out some day.

Image via CrunchBase

In 2007, boo-box was the first Brazilian startup to be mentioned in the American press while the company was still in a “pre-alpha” stage, Tanaka said. Michael Arrington of TechCrunch speculated, “this may be quick acquisition bait for Amazon or eBay.” Two years later, the company has partnered with Brazilian e-commerce heavyweights such as Buscape and Mercardo Livre, with shows no signs of slowing down. Twenty two-year-old Gomes wears the hat of CIO, which in American might stand for chief innovation officer. At boo-box, his job is to be constantly on the lookout for ways the company can reinvent itself through innovation.

The full rundown of our lengthy discussion is destined for another venue, so to avoid the risk of plagiarizing myself I won’t say much else. I will however share with you a remarkable lesson I learned. At one point during the afternoon, Tanaka told me his image of an American is a boy with a lemonade stand, or a girlscout selling cookies door-to-door. Brazil does not have an equivalent.

So simple and yet so poignant, that statement helped me to see how as Americans, entrepreneurship is practically part of our DNA.

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