Attention moved to live. The deal layer didn't follow.

The attention economy quietly changed sides. Global experiential marketing grew 8.3% to roughly $139B in 2025 and is pacing +10% in 2026 on the back of the Winter Olympics and the World Cup, per PQ Media — while an estimated 1.77 billion people, 29.5% of all internet users, now block digital ads at least sometimes (GWI, Q2 2025). The channel brands can't skip is the one that happens in a room.

And it converts. EventTrack's consumer research puts purchase intent after participating in a brand experience at 91%. Nielsen's global Trust in Advertising study ranks brand sponsorship at live events among the most-trusted channels — 81% trust, third only to word-of-mouth and brand websites. Freeman's 2025 Trust Report (with The Harris Poll) found 92% of professionals say in-person events positively shift their perception of a brand, precisely as skepticism of digital metrics grows. Budgets are following: sponsorship rights fees hit $97.5B globally in 2024, per IEG, and ANA reporting shows 84–86% of marketers planning to increase event spend in 2026.

Here is the asymmetry: the highest-trust channel in marketing is also the hardest one to transact. Deals are still sourced through whoever an agency happens to know, priced opaquely, and closed over months of manual evaluation. Measurement is worse — an ANA/MASB study found only 37% of marketers have a standardized process for measuring sponsorship ROI, and only 14% are fully satisfied with their ability to measure it at all. The money moved to live faster than the infrastructure did.

“The most convincing channel in marketing is the least transactable one.”

altr's answer is to make Live IP transactable end to end. Brands match to festivals, conferences, stages, and pop-ups through a structured brief instead of an address book. The deal itself becomes a settlement object: funds lock in on-chain escrow at signing, release on milestone confirmation, and split to every stakeholder as separate on-ledger payments — each leg carrying its own receipt and transaction hash, in seconds, non-custodially. The channel where attention actually converts becomes the channel where every dollar is provable. (altr is pre-launch; settlement runs on-chain, on testnet today.)