In this episode of The Future of Consumer Marketing: Masterclass Edition, host Andres Figueira interviews Nadim Kuttab, CEO and Co-Founder of Xevio, a performance-based native advertising agency that's rewriting the rules of agency economics. In just three years, Xevio has grown to nearly $100 million in annual ad spend with a 50-person team across Europe, built on a radical premise: no retainers, no locked contracts, and pure performance-based fees. Operating in the relatively unknown native advertising space, Xevio has carved out a defensible niche by becoming best-in-class at a channel most marketers overlook. Through aggressive selectivity (rejecting 9 out of 10 client requests), transparent performance metrics, and heavy investment in AI infrastructure, they've built a model where both client churn and employee churn are remarkably low in an industry notorious for both.