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    Coinbase Super Bowl Ad Hit the Target Audience So Well, Traffic Volume Crashed the App

    While it was good to see so many crypto companies leveraging such a massive media moment, the 60-second Coinbase ad was different from the others. It featured a QR code that changes colors while bouncing around a blank screen, reminiscent of an oversized game of “Pong” from the 1970’s. While that was happening visually, there was a heavy-synth, techno music track playing in the background that would have been perfectly suited for a 1980’s new wave dance club. In case you missed it, the screen grab below is the opening image of the advertisement, which can be seen in its entirety by clicking HERE.
    Once fans figured out it was a QR code and snapped an image via their mobile devices, they were taken to a landing page with the message, “Coinbase. Less talk, more Bitcoin. Get $15 in free Bitcoin for signing up. Plus a chance to win $3 million in prizes. WAGM! [We’re All Gonna Make It]” – with a link to sign-up for the $15 free Bitcoin and a separate link to enter the $3 million sweepstakes. In a company message posted this morning, Coinbase Chief Marketing Officer, Kate Rouch said the advertisement was so popular that it temporarily overwhelmed their servers.“Our engineering teams load-tested our site to handle millions of simultaneous hits. The volume we experienced was astounding in comparison to our projections. We saw over 20M+ hits on our landing page in one minute — volume that was historic and unprecedented. We also saw engagement that was 6 times higher than our previous benchmarks. Understandably, this volume led to us temporarily throttling our systems. Hats off to our engineering team for getting the site back online so swiftly, and allowing us to welcome more people to the crypto economy,” Rouch stated in the Coinbase message.
    The cost to purchase a 60-second commercial in this year’s Super Bowl was a record-setting $13 million. Despite the astronomical price and server-bending amount of traffic to its website, the Coinbase advertisement ranked dead last in popularity among the majority of Super Bowl viewers, according to USA Today’s annual Super Bowl Ad Meter ranking of the in-game commercials from first-to-worst.Regardless, Rouch says the ad was a success and met all of Coinbase’s objectives.“Our ad helps the millions of Americans who are curious about crypto get started — completely on us! It is not about an outdated winner-takes-all model, but instead embraces the core ethos that “we’re all going to make it” and can all benefit from the crypto economy,” Rouch said in the statement.EMAIL NEWSLETTERJoin to get the flipside of cryptoUpgrade your inbox and get our DailyCoin editors’ picks 1x a week delivered straight to your inbox.[contact-form-7]
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    Philippines, UAE agree to start talks on trade, investment deal

    Thousands of Filipinos also work in the UAE, sending home more than $1 billion in remittances each year.Philippines Trade and Industry Secretary Ramon Lopez and Emirati Minister of State for Foreign Trade Thani Al Zeyoudi signed the joint statement to start Comprehensive Economic Partnership Agreement negotiations, the statement said.That followed the two sides concluding talks on an Investment Promotion and Protection Agreement, it said.“These initiatives are expected to boost trade and investments between two countries, leading to more diversified economic activities, development of new industries, employment generation, and higher consumer spending as we partner for shared prosperity,” Lopez said.”The Philippines may serve as a UAE’s strategic hub for the Southeast Asian region, as economic activities continue to shift to Asia.”Bilateral trade between the two countries rose last year 35.7% to $951 million, the statement said.The UAE is seeking CEPA agreements with several countries including India, Israel, Turkey, South Korea and Indonesia. More

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    PlaceWar to Revolutionize P2E Projects, Says CEO Myrtle Ann Ramos

    PlaceWar is a game created by the expert of the P2E projects Myrtle Ramos and the developers of Mega Game Studio, who previously created such popular games as Last Descendant of Dragon, Glory Battlefield, Glory Battlefield – Middle Ages. In 2021, experienced developers have teamed up to create the PlaceWar metaverse to provide players with a completely new experience in the field of play-to-earn games. And they succeeded!PlaceWar: not just another P2E’ gameLily Ferguson, 23, USA, quit his job at a design studio at the height of the pandemic to try his luck at the blockchain game PlaceWar, where players fight each other to take over the NFT-land. Gilbert believes that his creative potential can be realized right in the game.And he’s right — PlaceWar is not just a play-to-earn project, but a real metaverse in which you can monetize your art.PlaceWar is based on a decentralized BEP-20 based strategic game with highly engaging artillery gameplay. The task of the players is to defeat their rivals to win resources and earn money from it. As a reward for achievements, players receive a cryptocurrency: an in-game token $PLACE, which can be used to earn money or buy new land on the PlaceWar marketplace.PlaceWar will enable players in content creation through the system named Pixel. Each player can create a design for their land, tanks, defenders, buildings, maps and even game modes. In addition, through PlaceDAO, players can vote for updates and changes to the rules of the game. This is how PlaceWar creates a new culture of interaction between gamers, designers and users interested in the development of the metaverse.Gameplay and economy of PlaceWarPlaceWar is a turn-based tactical game where you can fight with other players using different types of tanks and countless combat strategies. Each tank has unique skills that give the player a wide range of options for manoeuvring on the battlefield. But be careful – tanks also have their weaknesses.The player can use five classes of equipment with unique skills:To win, you need to use all the possibilities of various classes of equipment. Each new turn the player strategically chooses the right angle and firing power to inflict maximum damage to enemies and at the same time minimize damage to their tanks.The player’s goal is to destroy all enemies on the battlefield to conquer the enemy’s land and win back resources from him to improve his troops. And there is what to conquer — a land of the PlaceWar is divided into 300 by 300 parcels of tokenized pixels.What is Pixel?Pixel is an NFT and, at the same time, 1 of 90,000 sections of the game space on which the player’s base is located. Each Pixel has its rarity level, which differs depending on the number of resources and location relative to the centre of the overall canvas. The closer to the centre, the more rare pixels are, the more expensive NFT.A pixel is not just the land, but also a source of resources that will appear on pixels every 6-12 hours. Using the extracted resources, the player can build structures on the pixel, place drone defenders and assemble an army of tanks.In PlaceWar, everyone chooses their style of gameplay. Some players can build up an army to attack and plunder other people’s resources. Other players will build defensive structures and extract resources without attacks. Third players will combine defence and attack strategies.But that’s not all. Soon, the developers plan to add new modes with Guild War, as well as switch to the Full Pixel System.Play. Create. Earn.Do you want to try it? Plunge into the world of epic tank battles PlaceWar and use all the features of unique combat machines! Build your army from a wide range of combat machines and make the right decisions to win the battle. Participate in the creation of NFT content, compete with other players, implement your strategies and win in the open spaces of PlaceWar Land.Disclaimer: CoinQuora does not endorse any content or product on its page. While we aim to provide you with all relevant information that we could obtain, readers are encouraged to do their own research before taking any actions and bear full responsibility for their decisions. Please note that this article does not constitute investment advice.Continue reading on CoinQuora More

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    Avolon readies for disruptions in aircraft payments from any Russia sanctions -CEO

    SINGAPORE (Reuters) – Major aircraft lessor Avolon is gearing to tackle possible disruptions to business with Russia and is concerned about whether sanctions against the country would affect international payment transfers, its chief executive said on Tuesday.U.S. officials have warned that Moscow could launch an attack on Ukraine after massing more than 100,000 troops close to its neighbour’s border, with the West preparing heavy sanctions.Avolon is focused on ensuring that airlines flying over the region are fully insured from a risk-management perspective, Chief Executive Domhnal Slattery told Reuters on the sidelines of the Singapore Airshow.If sanctions are slapped on Russia, he added, “My biggest concern is the sanctions are on SWIFT, so international payment transfers.””So we’re focused on ensuring how do we get around that from the payment of our rentals perspective,” Slattery said.Privately held Avolon has fewer than 20 airplanes in Russia and one or two in Ukraine, out of a total fleet of more than 550 aircraft, Slattery said.The company is working with a customer in Ukraine to relocate the aircraft to a more neutral territory, but is waiting to see how the situation develops before deciding whether to move its planes out of Russia.”A bad situation in Ukraine is not good for anybody,” Slattery added. More

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    Japan’s economy expands 5.4% in fourth quarter after Covid curbs eased

    A relaxation of Covid-19 restrictions prompted a boost in consumer spending and a rebound in Japan’s economy during the last three months of 2021, though the bounce was not as strong as in the US.Japan’s gross domestic product rose an annualised 5.4 per cent during the October-to-December period, according to figures released by the Cabinet Office on Tuesday. A consensus of analysts polled by Reuters had expected a 5.8 per cent rise. But analysts warned that the economy probably lost steam after December, when the Omicron variant started to take hold, the yen softened and rising oil prices began to weigh on a Japanese economy dependent on energy and food imports.On a quarter-on-quarter basis, the Japanese economy posted a rebound of 1.3 per cent after a fall of 0.7 per cent in the July-to-September period. Consumer spending, which makes up more than half of Japan’s GDP, increased 2.7 per cent from the previous quarter as restaurants, entertainment and travel sectors benefited from what were then historically low rates of Covid-19 infections. The government lifted a state of emergency at the end of September, triggering a return to workplaces for many employees and a revival of lunchtime and post-work dining. The rebound in consumer spending, which was a shade higher than economists had expected, returned it to above the level in the final three months of 2019, the last quarter unaffected by Covid restrictions.Semiconductor shortages and other supply constraints eased, allowing automobile companies to boost output to make up for reduced production and resulting in a 9.7 per cent increase in the spending of consumer durables. Exports posted a 1 per cent rise. The latest result “serves as a reminder of how important it is to keep the economy moving, as the real GDP has largely recovered to pre-Covid levels, while reducing the threat of infectious diseases throughout society”, said Daishiro Yamagiwa, economy minister.Although there was a robust recovery in service consumption and production, “the rebound in capex appeared weaker than expected, due to ongoing supply chain disruptions”, said Tomohiko Kozawa, an economist of the Japan Research Institute. Capital expenditure rose 0.4 per cent. Growth in Japan was weaker than in the US, where GDP accelerated at a 6.9% annualised pace in the fourth quarter.

    For the whole of 2021, Japan’s economy rose 1.7 per cent, turning positive for the first time in three years. In 2020, Japan posted a 4.5 per cent decrease. But economists believed that Omicron, which has dented domestic travel and caused some manufacturers to halt production, will have caused a retreat or even a contraction in consumer spending during the January to March quarter of 2022.“It would be unavoidable to post a significant drop, or even contraction, for this year’s first quarter, as not only the Omicron spread but also the price hike in energy and food are hitting the overall spending,” said Kozawa. More

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    Analysis-Aviation fears grow over Russia fallout from Ukraine crisis

    PARIS/MONTREAL (Reuters) – Airlines and the leasing companies that control billions of dolllars’ worth of passenger jets are drawing up contingency plans for a freeze in business with Russia if the standoff on Ukraine’s border boils over into a military conflict.U.S. officials have warned that Moscow could launch an attack on Ukraine after amassing more than 100,000 troops close to its neighbour’s border, with the West preparing heavy sanctions.Aviation bosses are worried about the impact on dealings with Russian companies. Sanctions could disrupt payments to leasing firms, and any retaliatory move by Moscow to restrict access to Russian airspace might throw east-west trade into chaos.”We are expecting an asymmetrical Russian response,” said a Western source involved in drawing up scenarios, adding the West was unlikely to restrict its own airspace first.Air corridors between parts of Europe or North America and Asia stretch across Russia, making its 26 million square km (10 million square miles) of airspace a vital trade intersection.Cargo is particularly active. U.S. carrier FedEx (NYSE:FDX) said on Monday it was making unspecified contingency plans.Without access to Russia’s airways, experts say airlines face having to divert flights south while avoiding areas of tension in the Middle East – adding significant cost at a time when airlines are reeling from the pandemic.According to some reports, the crisis has resurrected the Cold War prospect of European jets heading over North America to refuel in Anchorage, then dropping down to destinations such as Tokyo, pushing the economics of such flights to the limit.So far, Alaska’s largest airport has not been contacted by any airline exploring that option, which would require an increase in ground-handling capacity, a spokesperson said. But the scenario is a reminder that Russia’s size and position on the aviation map gives it leverage not available to the Soviet Union when economies were less integrated, according to Elisabeth Braw, senior fellow at the American Enterprise Institute.”So far, Moscow hasn’t threatened to revoke overflight rights, but knows it has a phenomenal weapon at its disposal,” Braw wrote in a column in Defense One last month.Even short of formal retaliation, experts say the impact on crucial Russian overflights is hard to predict.”Every one of those operations requires advance clearance and that’s not always routinely granted. And there’s every reason to believe that if things got serious some of those requests could just go unanswered,” analyst Robert Mann said.LESSOR CONCERNSRussia’s 8,000 air traffic controllers handled 194,296 transit flights, or 532 overflights a day, on average in 2021. That’s up 16% from coronavirus-depressed levels in 2020 but still 37% below pre-crisis traffic in 2019, according to the Federal Agency for Air Transport.”It would be devastating in normal circumstances, but Asia traffic is lower than normal,” the Western source said.Analysts say Russia earns significant fees from overflights.As tensions rose in recent months, U.S. airlines raised concerns that Russia could refuse to extend overflights, disrupting connections to Asia, India and the Middle East.If there is an emergency, we have no choice but to avoid Russia and fly the southern route,” said Yuji Hirako, president and chief executive of All Nippon Airways Co Ltd. “Since the demand for international flights is so low due to the coronavirus pandemic, we may choose not to fly in the event of an emergency.”In October, U.S. carriers asked the State Department to “act urgently” to secure additional rights to overfly Russia, according to a trade group’s letter seen by Reuters. U.S. officials are expected to meet the carriers within days.For the aircraft leasing industry, Russia has until now been a relative bright spot, as airlines have largely kept up with payments during the pandemic, one leasing company executive said.Even as some airlines began avoiding Ukraine on Monday, leasing companies were eyeing larger risks in Russia.Domhnal Slattery, chief executive of lessor Avolon, said his biggest concern was the potential for sanctions involving SWIFT, which would disrupt international payment transfers.”So we’re focused on ensuring of how do we get around that from the payment of our rentals perspective,” he said.Russian companies have 980 passenger jets in service, of which 777 are leased, according to analytics firm Cirium.Of these, two thirds, or 515 jets, with an estimated market value of about $10 billion, are rented from foreign firms.”If there are sanctions on dealing with Russian companies, this could affect more than 500 aircraft if no exemptions are allowed,” said Rob Morris, head consultant at Ascend by Cirium. More

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    Emerging markets: all risk and few rewards?

    The difference between the pace of growth in developing and advanced economies is set to narrow to its lowest level this century. For emerging markets seeking investors, that is a problem: the point of investing in a developing economy is that it offers markedly quicker growth than developed ones. Without that, the money will go elsewhere. Emerging market assets traditionally have greater yields than those available in rich countries for two reasons. One is that their economies are growing faster. The other is that they are riskier. “Without growth, it’s just [all] risk,” says David Lubin, head of emerging market economics at the American bank Citi. The case for investing in emerging market stocks and bonds has rarely been weaker — something the IMF data on growth rates reinforces. The coronavirus pandemic is ongoing, often in places where vaccination rates are stubbornly low, and economies have been weighed down by debts incurred to help cope with its impact on public health and businesses.

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    Higher interest rates in the US and a stronger dollar are looming on the horizon, making those debts harder to service and defaults more likely. And across large parts of the developing world, inflation has risen alarmingly, forcing policymakers to raise interest rates aggressively to avoid a spiral into the hyperinflation that has plagued many of these countries in the past. When coupled with stuttering global trade it paints a gloomy picture.The biggest immediate example of such risk is Sri Lanka. Stricken by the hit to its tourism sector during the pandemic, the country has almost $7bn in interest and debt payments due this year, but less than $3bn in foreign reserves. Although the government believes it can weather the crisis as tourists return and exports pick up, it has also sought relief from creditors such as India and China, which has funded infrastructure projects such as the Hambantota port and Colombo Port City. Even so, many bondholders now see a default as inevitable.Fitch Ratings, a credit agency, issued a sovereign downgrade of Turkey last week © Umit Bektas/ReutersLarger emerging economies appear to be in less immediate danger. But Ed Parker, head of global sovereign research at Fitch Ratings, a credit-rating agency, talks of “a long tail of weak, fragile frontier markets” that look to be at risk.Investors are particularly concerned about countries such as Ghana, El Salvador and Tunisia — not to mention Ukraine, should Russia invade. “This is not an abstract concept,” warns Parker. “Given the pandemic, many of them are much less able to withstand the shocks that could hit them this year.” Six countries have already defaulted during the pandemic: Argentina, Belize, Ecuador, Lebanon, Suriname (twice) and Zambia. Yet even while larger countries are not at immediate risk of default, many have suffered a deterioration in credit conditions. In 2020, Fitch issued a record 45 sovereign downgrades affecting 27 of the 80 emerging markets for which it prepares ratings, including Mexico and South Africa. It downgraded Turkey last week.This is bad news, and not only for investors. The influx of foreign capital into emerging markets since the 1980s has contributed to a huge reduction in poverty levels and growth in middle classes globally. If it continues shrinking, the frontier countries with the most potential for growth will suffer as will their populations. “Two years into the pandemic,” says Rebeca Grynspan, secretary-general of the United Nations Conference on Trade and Development, “the problems [of debt, inflation and slow growth] will only mount.” Looking for the positives The outlook is not wholly bleak, say analysts. Many emerging economies are much better placed today to withstand such difficulties than they were in the past. Previously, persistent and deep current account deficits made countries vulnerable to external shocks and dependent on foreign finance. Now, in aggregate, emerging markets are running a current account surplus. Many, including Brazil, South Africa and India, have substantial reserves of foreign exchange and deep local capital markets, which offer protection from swings in exchange rates and in foreign investors’ appetite for risk.Brazil has increased its interest policy rate from 2 per cent in March last year to 10.75 per cent today © Dado Galdieri/BloombergFor exporters of commodities and other goods, international prices have moved in their favour. Although big countries from India to Brazil have suffered terribly in the pandemic, many smaller countries, especially in sub-Saharan Africa, have coped far better with the public health and economic consequences of the crisis than first feared. So many foreign investors have retreated from emerging market stocks and bonds that there is little risk of a further sell-off, and prices have fallen low enough to tempt some back in. Some asset managers are even predicting a bumper year ahead — or at least a quiet comeback.Fixed income investors also have reasons to be cheerful. While the world waits for the US Federal Reserve to begin raising its policy interest rate as soon as March to rein in rapidly rising prices, central banks in many emerging markets are already far ahead of it.Russia, Brazil and many others began raising interest rates almost a year ago. Not for them the luxury of waiting to see whether rising food and fuel prices would turn out to be temporary or long-lasting. A history of runaway inflation in several of these countries forced policymakers to act quickly. There is a slowing pace of output growth in China, which will have grave implications for other developing economies © Qilai Shen/BloombergBrazil, for example, has steadily increased its policy rate from 2 per cent in March last year to 10.75 per cent today. It is expected to peak at 12 per cent before being pared back towards the end of this year. Consumer price inflation, running at more than 10 per cent, is expected to fall to 5.5 per cent over the same period.This combination of high interest rates and relatively low inflation can be a giant magnet for fixed-income investors. The high yields available on hard currency bonds — issued mostly in dollars and euros from smaller emerging markets — already offer tempting annual returns in the high single digits. For more than a decade, however, interest rates in emerging economies have been falling and their currencies weakening, making local currency bonds less appealing to foreign investors. Now with high domestic interest rates in larger emerging economies, the traditional carry trade — borrowing where rates are low to invest where they are high — could be revived, triggering a long-awaited boom in local-currency bonds. “If I write one more report saying we are positive on EM local debt, I’ll get fired,” jokes Polina Kurdyavko, head of emerging market debt at BlueBay Asset Management. “It hasn’t worked for 12 or more years — but it could finally work out this time.

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    “We are at a crunch point,” Kurdyavko adds. “I don’t remember any year like this, where there are so many risk events that could turn into double-digit positive or double-digit negative returns.”Following the Fed The key risk event for emerging markets in 2022 is rising US interest rates. “History tells us that when the US has its own inflation problem to deal with, that’s bad for emerging markets,” Lubin says. US interest rates ticking upwards present two problems. First, they reduce the appeal of investing in emerging market assets, making it harder to attract foreign capital. To put a dent in that appeal, US yields do not have to rise by very much. The inflation-adjusted yield on 10-year US Treasury bonds, which has been negative throughout the pandemic, has risen this year from about minus 1 per cent to minus 0.5 per cent. That may not seem significant, nor very appealing when compared with the yields available from emerging markets assets. But in markets, Lubin says, direction matters as much as level. Investors seem to agree. With the exception of China, emerging market stocks and bonds suffered as much as $7.7bn in outflows of foreign money in January, according to data from the Institute of International Finance. US consumer prices jumped 7.5% in January compared with 12 months earlier, the steepest increase since 1982 © Joe Raedle/GettyThe second problem with increasing US rates is that they tend to make the dollar rise against other currencies. For developing countries, where currencies are often volatile, this increases the cost of servicing any existing dollar-denominated debts and makes foreign finance expensive, putting a further damper on investment. It is also bad for trade, which needs investment in logistics and supply chains. There is a growing body of evidence that such costs outweigh any benefits to exporters from their own currencies becoming more competitive against the dollar. In the short term, says Gita Gopinath, chief economist at the IMF, “the extensive use of the US dollar in trade means that export volumes in the selling country do not react much to a depreciation of its currency”.If inflation is falling thanks to well-executed policy, that’s a good thing. But if it is falling because GDP is slowing, that is decidedly negative. Emerging markets are not just slowing relative to developed ones. In many places, output is plummeting. In Brazil, for example, GDP growth is forecast to fall from 4.7 per cent in 2021 to 0.3 per cent this year, according to a central bank survey of economists.

    One cause of the slowdown is debt. Rich countries, led by the US, threw all they could at the pandemic when it struck, pouring trillions of dollars into their economies in a bid to stimulate activity and support businesses and populations in difficulty. Developing countries were able to do much less. While advanced economies announced the equivalent of 11.7 per cent of GDP in fiscal spending during the first six months of the pandemic, the figure for emerging middle-income countries was 5.7 per cent, according to the IMF. In low-income countries, it was just 3.2 per cent of GDP. What support these countries did provide was largely funded by debt — made cheaper for some governments by the trillions poured into financial markets by the Fed and others. Data compiled by Fitch show the median level of government debt to GDP in 80 emerging markets rising from just under 50 per cent in 2019 to more than 60 per cent in 2020 — a huge increase for a single year.The problem is particularly acute for the 50 smaller economies rated by Fitch, where not only are debt levels higher but the share of foreign currency debt is much greater than in the 30 largest economies. That leaves those economies, which are generally weaker than their larger peers, particularly exposed to the rising dollar.“The more debt and debt service you have, and the more foreign currency debt [you hold], the more rising US interest rates and the strong dollar are going to hurt,” says Parker.Debt puts a brake on growth The situation contributes to a far riskier picture for investors. Despite the broad resilience built up over recent years, many economies have had their financial buffers eroded by the pandemic. That, and the slower pace of economic growth, has contributed to their build-up in debt. But those debts, in turn, put a brake on growth by weakening public finances and reducing the capital available for public goods and investment. This threatens to leave a legacy of fiscal difficulties that could take years to resolve.“[It is] difficult to reduce budget deficits,” says Parker. “The pandemic has lowered living standards and increased inequality in many countries, so there are strong social pressures that make it difficult to implement fiscal retrenchment.”A leading source of output growth for emerging economies has traditionally been global trade. But that too is deteriorating. After a strong, trade-driven recovery for many countries last year, trade growth is set to slow sharply in 2022 and 2023 as pent-up demand dissipates, according to the World Bank. And while some countries such as South Africa were able to benefit from rising commodity exports in 2021, in others, especially in Latin America, gains were overshadowed by local difficulties, whether social, political or economic.

    Especially problematic is the slowing pace of output growth in China, which for many years has been the biggest single engine of economic expansion for other developing countries. Changing priorities in Beijing mean that future growth will be both slower and also less import dependent, delivering a double blow to those reliant on Chinese demand. In 2003, when Luiz Inácio Lula da Silva began his first term as president of Brazil, Chinese growth was at its most powerful. It drove the commodities supercycle that lifted hundreds of millions of people including many in Brazil out of poverty. Twenty years on and Lula is expected to take on Jair Bolsonaro, the incumbent, in October’s presidential race, against a very different backdrop. And neither candidate is thought likely to execute the kind of structural reform needed to create productive investment and growth. “Emerging markets grow thanks to luck or skill,” says Lubin. “This year they are lacking both.” More

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    TikTok poaches content moderators from Big Tech contractors in Europe

    TikTok has poached hundreds of content moderators in Europe from outsourcing companies that serve social media rivals such as Facebook, as the group seeks to tackle a growing problem with harmful content.The short-form video app, owned by China’s ByteDance, has been rapidly expanding its “trust and safety hub” in Dublin as well as hiring other moderators in London tasked with reviewing material posted by European users.At least 190 of those to join since January 2021 previously worked through contracting companies for Accenture, Covalen and Cpl, according to an FT analysis of public LinkedIn profiles.Meta, Facebook and Instagram’s parent company, YouTube and Twitter are known to rely heavily on these contracting companies to oversee and remove some of the platforms’ most violent and harmful content. TikTok said it hired several hundred moderators in the UK and Ireland since January last year, adding to the thousands it has in similar hubs in California and Singapore.This month, Meta chief executive Mark Zuckerberg blamed its slowing growth on younger users fleeing Facebook and Instagram in favour of TikTok, leading to more than $220bn being wiped off the company’s value in a day. But with TikTok’s huge growth comes the problem of dealing with the worst excesses of users, an issue that has put leading social networks in the crosshairs of politicians and regulators across the world.“Our continuous investment in our trust and safety operations reflects our focus on maintaining TikTok as a place for creativity and entertainment,” said Cormac Keenan, global head of Trust and Safety at TikTok. The push meant TikTok’s European workforce rose more than 1,000 in 2020, when the company’s turnover in the region grew 545 per cent to $170.8mn. But according to UK Companies House filings, pre-tax losses widened fourfold to $644.3mn, “driven primarily by the increase in employees to support the growth of the business [in Europe]”.TikTok’s strategy has been to offer moderators in-house positions with better salaries and benefits in order to lure experienced staff from the same limited talent pool as Facebook, Instagram, YouTube, and Snap.Recruits often speak multiple languages and have experience in content moderation, according to people with direct knowledge of the hiring process. The company said languages were a “key consideration for prospective candidates”.“I chose TikTok because the benefits are better, the environment is better, and the company values every member,” said one TikTok employee who joined last year from Accenture. “It was better for my career and I wanted to be able to work from home, which was a battle at Accenture.”Another content moderator who moved from YouTube to TikTok said the levels of disturbing content in the job were similar, but that psychological support was better at TikTok.Accenture, Cpl and YouTube did not respond to requests for comment and Covalen declined to comment.

    Candie Frazier, a former content moderator in California, is suing TikTok. She claims the company failed to protect her mental health after viewing extreme and violent videos. The company said it does not comment on ongoing litigation but has continued to expand on a range of wellness services to support moderators.Facebook previously agreed to pay $52mn to a group of thousands of US moderators who claimed they were left traumatised after watching disturbing content on the platform.Meta said it offers wellbeing training and support for internal and contracted content moderators, breakout areas for reviewers to step away from their desks if needed and technology that ensures reviewers are not exposed to potentially graphic content back-to-back for long periods of time.Facebook last month revealed its monthly active users to its services dropped for the first time to 1.9bn. TikTok has more than 1bn monthly active users, bringing it in line with Instagram and above Snap, which has more than 500mn. More