Meet Rui de Freitas, Co-Founder & CEO of C Wire

Tell us more about C Wire.

C Wire is an AI-powered, agentic advertising platform that helps brands capture attention on trusted publisher environments such as 20min.ch, spiegel.de, or bfmtv.com. We connect advertisers directly with their audiences and make media buying more transparent, scalable, and outcome-driven without relying on user tracking.

Please give some more details of your startup story: what was the “aha” moment that led to the idea for your startup?

The “aha” moment came from recognizing a structural mismatch in digital advertising: journalism was being funded by systems that were increasingly opaque, tracking-heavy, and losing trust. I realized that AI could shift the model by understanding content and intent instead of identities, while still delivering performance. That insight became the foundation of C Wire.

So, what’s next for you – what’s a bold goal you’re chasing right now?

Our bold goal is to make C Wire the European reference for agentic media buying. We’re scaling across Germany, France, and beyond, while proving that high-performance advertising can thrive on trusted publisher inventory without user tracking. Ultimately, we aim to power the next generation of advertising with AI-driven decisioning and full explainability.

Which decision (big or small) had the most unexpected positive impact on your startup?

Focusing early on transparency and control had the biggest impact. By connecting directly with trusted publishers and giving advertisers clearer signals and visibility, we built trust on both sides faster than expected. This significantly accelerated adoption by publishers and encouraged media agencies to test and scale with us.

How did you build your team, and what helps you maintain your startup culture?

We started by hiring people we already trusted and aligned the team around shared values: ownership, transparency, speed, and humility. We look for people who enjoy building from scratch and collaborating across functions. Clear objectives, strong feedback loops, and a constant focus on customer impact help us maintain our culture as we grow.

If you could do it all over again, what would you do differently? What are your biggest learnings?

I would start international expansion earlier and invest more aggressively in marketing. One key learning is that product–market fit alone isn’t enough—distribution and execution discipline matter just as much. I’d also build and refine the fundraising narrative earlier and keep it consistent over time.

Building a startup requires resilience. How do you stay focused during tough times?

In tough moments, I focus on what we can control: customer value, priorities, and execution quality. I simplify everything down to a few measurable objectives and protect the team’s energy. Momentum comes from daily progress, honest communication, and staying very close to customers.

One piece of advice for someone who is just starting out with their startup?

Fall in love with customers, not with problems or solutions. Talk to users early, ship fast, and measure everything. Build distribution from day one—sales and partnerships are not something to postpone. And choose co-founders and first hires carefully, because culture scales faster than product.

What’s your outlook on the future of the Swiss startup scene, and how can it compete internationally?

Switzerland has world-class talent, stability, and credibility – strong foundations for building global companies. To compete internationally, Swiss startups need to think global earlier, attract cross-border talent, and strengthen access to growth capital. With less risk aversion, Switzerland can become Europe’s trusted innovation hub.

What value do you see in being part of the Swiss Startup Association?

Personally, it’s inspiring to be surrounded by builders who share ambition and resilience. Professionally, the association strengthens the ecosystem through visibility, talent access, partnerships, and advocacy for better startup conditions. It also helps connect Swiss innovation with international markets.

Is there anything else you would like to share with us?

We believe the future of advertising isn’t about more tracking – it’s about better intelligence. If you’re a publisher, brand, or agency looking to build more trusted and sustainable advertising, we’d love to connect. The next chapter will be defined by AI agents, transparency, and outcomes.

Check out Rui’s LinkedIn here!