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Contextual advertising, built from your brand

AI that knows where your brand thrives.

Tell us about your brand and your campaign. MatchPersona turns them into the personas you want to reach, finds the articles and videos they spend time with across 500+ publishers and YouTube, and bids on every impression for the result you are buying.

Your landing page URL in, your personas on screen in a few minutes.

A woman reading on her phone by the window of a city tram in the morning
Example

PERSONA

Time-pressed commuters

Lifestyle
  • Train rides
  • Short workouts
  • City cycling

300+ advertisers run campaigns with C Wire

  • Apple logo
  • Nestlé logo
  • IKEA logo
  • Porsche logo
  • Mercedes logo
  • H&M logo
  • Lidl logo
  • Decathlon logo

Why it matters

The same ad can land next to the wrong story.

To a keyword list, these two pages look the same. We read what each story is actually about.

What a keyword list sees

  • lunch
  • town
  • quick

City news · 3 min read

Lorry crash closes the motorway into town

Family burger adFun, quick, family friendly.
Wrong story for the brand

Food · 4 min read

Five lunches you can make in ten minutes

What we read

  • Quick recipes
  • Lunch break
  • Positive tone
Family burger adFun, quick, family friendly.
Right story, right moment

More of the right people, in moments that suit your brand.

We start with your brand. MatchPersona turns it into personas, finds the articles and videos each persona spends time with, and MatchOutcome buys the placements that work best.

We plan from the centre out

Your brand

Fun, quick, family friendly.

Personas

Time-pressed commuters, young parents, best-burger hunters

Articles and videos

Morning news, quick lunch reviews, short workout videos

Placements

A Story Ad on the morning news, a bumper on YouTube

Reach people through what they care about.

Personas built from your brand find your audience in the content they choose to read and watch, on every device and browser.

Brand safety and suitability, built in.

Every page and video is vectorised before we bid, and your suitability rules apply to every persona. Nothing is bought blind.

How it works

Every impression bid for your goal.

MatchOutcome bids on each impression against the metric your campaign is bought on, from clicks to completed views.

You stay in control.

Upload your own personas and brand guidelines, correct anything we inferred, and see exactly what your plan is built from.

Trusted publishers
500+
Advertisers
300+
Ad opportunities a month
20 bn
YouTube channels analysed
7.2m+
YouTube videos analysed
53m+

From brief to live campaign in three steps.

Share your brand and brief.

Give us your landing page URL and a brief, or upload your guidelines and existing personas. BrandDNA and CampaignDNA capture what your brand stands for and what this campaign has to achieve.

Review your personas.

MatchPersona builds lifestyle, life stage and intent personas and finds the content where each one spends attention. You review every persona and adjust it before launch.

Launch and optimise.

We activate your personas on the Trusted Web and on YouTube, and MatchOutcome bids on each impression for your campaign metric.

Trusted publishers and YouTube, in one plan.

Trusted Web

Over 500 quality publishers, each profiled and measured, so your ads appear next to content we have vectorised.

Direct

Publishers under contract with us, with all formats including Impact.

Extended

The same publishers through the marketplaces you already use, for standard display and video.

What is the Trusted Web?

New

YouTube

Take the same personas to YouTube. MatchPersona matches them to channels and videos, with brand safety and suitability built into MatchPersona itself.

MatchPersona for YouTube

One persona, one day

Define the persona once. We find those people wherever they spend time.

Time-pressed commuters
  1. On the morning train

    A full-screen Story Ad in the news they read.

    Trusted Web Direct
  2. Lunch break

    A banner next to the lunchtime headlines.

    Trusted Web Extended
  3. Heading home

    A six-second bumper on YouTube.

    YouTube
  4. On the sofa

    A YouTube ad on the big screen.

    YouTube on TV

A selection of the publishers we contract directly

  • 20 Minuten logo
  • Frankfurter Allgemeine logo
  • 24heures.ch logo
  • DER SPIEGEL logo
  • 4p.de logo
  • Handelsblatt logo
  • Blick.ch logo
  • Süddeutsche Zeitung logo
  • marie claire logo
  • Blue News logo
  • Der Westen logo
  • Cosmopolitan logo
  • Foot Mercato logo
  • Gala.de logo
  • Gala.fr logo
  • Marmiton logo
  • Ad Alliance logo
  • NTV logo
  • Record.pt logo
  • Virgilio logo
  • abendblatt.de logo
  • altselection.com logo
  • astrowoche.wunderweib.de logo
  • aufeminin.com logo

Every domain screened against published inclusion criteria.

Results

What brands got out of it.

Each result is compared with the client's own benchmark for the same campaign.

  • +43%

    People reached

    easyCredit · TeamBank

    Found in brand-suitable articles, using the brand's existing social ads.

    Benchmark 100
    C Wire 143
  • +11 pts

    Brand lift

    McDonald's · with OMD

    A mini game launched the Spicy McCrispy. People spent 12 seconds with each ad.

  • −54%

    Cost per lead

    Mastercard and UBS · with Dentsu

    Sponsored Posts next to finance, shopping and travel articles.

    Benchmark 100
    C Wire 46

    Lower is better

  • +75%

    Click-through rate

    SBB · with Havas

    0.35% against a 0.20% native benchmark, and twice as many clicks became visits.

    Benchmark 100
    C Wire 175

Formats people want to engage with.

Impact formats give your story the full screen, the full carousel or the full feed, on pages that hold attention.

9:16
EnergieSchweiz Story Ad example
1/3

Story Ad

Full-screen, vertical storytelling on mobile. Swipeable cards with video or image, your logo and a call to action, so the story unfolds the way people already use their phones.

Browse in the ad
Bucherer Showcase Ad example
1/3

Showcase Ad

A carousel of cards, each with its own image, headline and link. Show a range, a collection or a journey, and let people swipe to the one that fits them.

Sponsored
TGV Lyria Sponsored Post example
1/3

Sponsored Post

Your message inside the publisher's article feed, in their own styling, with a headline, an image and a link. It reads as content and carries the credibility of the page it sits on.

Buy the way your team works.

Whoever buys, whether that is our team, yours or your agent, MatchOutcome sets the bid. With C Wire Curation, your own DSP keeps bidding.

Managed by us.

Share the brief. We plan, run and optimise the campaign and report back to you.

Self-service in the Console.

Build and launch campaigns yourself in the Console, with the same personas and the same reading behind every decision.

Log in to the Console

C Wire Curation.

Our personas inside your own DSP, as deal IDs. Run it with us, or yourself in the Console.

Agentic.

Your agent sends a brief through AdCP, MCP or APIs, and C Wire plans and buys.

Request agentic access

What clients say

Trusted by the agencies who run the campaigns.

+43% people reached

“With MatchPersona, we sharpened our targeting and cut wasted reach. Efficient and smart.”

Stephanie Faff

TeamBank

+11 pts brand lift · McDonald's

“Gamified ads and C Wire's AI-driven contextual planning let us reach our audience in a personal way, with real engagement. That's unique.”

Alexander Schmitt

OMD

−54% cost per lead · Mastercard

“C Wire worked hard to make our first Mastercard campaign a success. The team even optimised it over the holidays.”
Walid Ikken

Walid Ikken

Media Manager, Dentsu

“C Wire's expertise in contextual delivery on cookieless inventory, combined with fast response times and top service quality, significantly contributes to the success of our campaigns. We especially value the transparent reporting, which always provides us with a clear overview of our campaign performance.”
Andrin Buchli

Andrin Buchli

Senior Partner, Jim&Jim

“C Wire campaigns are quality campaigns. C Wire only works with the best media partners, they have good-looking and effective ad formats, and the campaign management is first class. C Wire campaigns are quality campaigns because C Wire ticks all of these boxes, everytime.”
Kim Ryter

Kim Ryter

Co-Founder, Artasio

“Since 2021, C Wire has been a trusted, reliable partner, supporting our key campaigns with transparency, efficiency, and proactive management. Their solution drives high-quality traffic with above-average dwell times and supports all funnel steps.”
Marco Berto

Marco Berto

Managing Director, Konnex

“C Wire offers a great managed service option, to help complicated campaigns to launch quickly. Because we have a Buyer Pro account, we also have the option to set up programmatic campaigns too. Working with C Wire, we don't need to change our DSP and we don't have to compromise on the quality of inventory.”
Kevin Köchli

Kevin Köchli

Managing Partner, Attackera

“We are thrilled with the results we have been able to achieve with C Wire and are pleased with the successful exposure of our brand ambassadors who reflect the Opel Spirit. We will definitely continue to work together based on the great results.”
Mario Lüthy

Mario Lüthy

Managing Partner, MMB media agentur

“Agile, fast, and straightforward, that's what C Wire stands for to me. Together, we have already successfully implemented numerous client projects. They have consistently demonstrated how reliable and professional they are. Even with demanding briefs, C Wire impressed us with creative approaches and efficient execution.”
Lena Rüdisüli

Lena Rüdisüli

Head of Digital, Havas

“We are pleased to collaborate with CWire. Their responsiveness and attention to detail set them apart as a partner. They consistently provide timely replies and thorough communication, ensuring that we are always on the same page. After each campaign, we receive comprehensive reporting presentations that offer valuable insights and analysis. Their proactive approach not only strengthens our collaboration but also significantly contributes to achieving our shared goals. We look forward to many more fruitful collaborations ahead!”
Stéphanie Mirza

Stéphanie Mirza

Media Manager, Dentsu

“C Wire is a key partner to help us deliver our post-cookie strategy and keep clients' campaigns performing. All their products are cookie free, which makes them an attractive partner who can deliver to all of our target audiences, on all kinds of devices in Switzerland.”
Ben Moser

Ben Moser

Partner, Pilot

Plan your next campaign with us.

Give us a brand, an objective and a market. We build the personas with you, add the placements and formats, and come back with a proposal.