Last Media Dollar "Live" at Everyman Theatre London on December 9, 2025
A live game where media meets trade-offs with Cadi Jones on December 9, 2025.
A few weeks ago, I found myself having tea 39 floors above Manhattan’s skyline with my old friend and ex-Yahoo, Cadi Jones, SVP of EMEA at Index Exchange. We were catching up about life, adtech, and the topic du jour, AI.
As our conversation shifted from topic to topic, I told her about a game created for Quo Vadis called Last Media Dollar (LMD). As our readers know, LMD is a behavioral economics game that helps media professionals uncover their hidden budget biases. It’s not a game about winning; LMD is about creating the conditions for interesting trade-offs to surface meaningful debate and discussion. It’s about how decisions reveal relative preferences and values, and also provide leading indicator clues about which way the media wind is blowing.
The week before meeting up with Cadi, I tested LMD during an Advertising Week NYC presentation with Ana Milicevic at Horizon Media. The 200 attendees played it beforehand, and then we showed them how their media choices played out against actual market allocations. Trade-offs create cognitive dissonance. What followed is exactly the kind of discussion that leads to enlightenment.
Last Media Dollar is very simple to play:
Players face matchups between media channels such as CTV vs Social, Search vs Retail Media, Out-of-Home vs Display, and so on across 22 different media channels.
Each match reveals preferences, and new matches are automatically weighted with a running count of past wins.
When you’re done, you get various charts and graphs to see your relative media allocations.
Cadi was leaning into the concept, so I suggested:
Shall we play a game? You make the game-play decisions and I’ll play a sherpa role offering up extra information just for fun.
We had a blast! Playing Last Media Dollar live in person with back-and-forth banter turned out to be a conduit to a conversation rarely had in the media business.
That’s when it hit me:
Why not play Last Media Dollar live on stage?
Last Media Dollar “Live” — London Premiere
Join Cadi Jones and me for the first-ever Last Media Dollar “Live” in London at Everyman Theatre in Borough Market on December 9, 2025.
This is the first live experiment at the intersection of media allocation and behavioral economics. The experience will be a bit of data science, a bit of psychology, and a lot of fun, all wrapped into a pre-holiday morning with London’s media community.
📍 Everyman Theatre, Borough Market
🗓️ Tuesday, December 9
🎟️ Tickets: £100. Only 100 seats available, so act fast to get your seat at the best little event of the year!
Agenda
9:00 AM | Check-in, coffee, breakfast treats
10:00 AM | Game 1 Live: Cadi Jones vs The Algorithm
11:00 AM | Game 2 Live: One brave audience contestant selected randomly
12:00 PM to 1:00 PM | Networking, snacks, and drinks in the bar
Live Game Play
Lifelines: Each contestant will get a few lifelines where you, the audience, get to help them through the toughest matchups.
Live Media Allocation Comparisons: A few days before the event, attendees will receive a private game link to play a custom-coded game. We’ll compare the aggregated audience results to Cadi’s and to our random contestant’s outcomes.
LMD “Live” is an event experience that London’s media and adtech community won’t want to miss!
See you in London on December 9!
Special thanks to Revving
The official sponsor of Last Media Dollar Live.
Revving is redefining how capital flows through the media supply chain with transaction-based funding that gives companies the ability to unlock growth without waiting on payment cycles. Their support helps make experiments like Last Media Dollar possible, connecting creativity, data, and decision-making in the most literal sense. Revving keeps the media economic engine running.