How it works
Tell us about your brand and your campaign. We turn them into personas, find the content those people spend time with, and bid on every impression for the result you are buying. You see and approve what we work from at every step.
Every campaign starts with the people you want to reach.
Before we buy a single impression, we understand your brand and your campaign, build the personas you want to reach, and read and vectorise the pages and videos where those people spend their attention.
BrandDNA captures what your brand stands for, who it speaks to, how it sounds and where it belongs. CampaignDNA captures what this campaign needs to achieve and how it will be judged. You can upload both, correct anything we inferred, and see exactly what we work from at every step.
Your brand and your goal, written down and approved by you.
Question one
What the brand means
What this campaign wants
Every page and video we have read and vectorised
Agentic personas, and the content where they spend attention
Question two
The MatchPersona decision from question one
What each placement has delivered, profiled and measured
The metric this campaign was bought on
A bid set against the metric the campaign was bought on
Builds the personas you want to reach and finds the pages and videos where they spend attention.
What you get: reach people through what they care about, on every device and browser.
Works out what each impression is worth for your goal and bids accordingly.
What you get: every bid working toward the metric you bought on.
Your landing page URL, your campaign, your markets and your metric. Existing personas and brand guidelines are welcome. BrandDNA and CampaignDNA show where every field came from, and you correct anything that is off.
MatchPersona proposes who to reach and where they spend attention. You adjust, exclude or add your own before anything runs.
Every page and video is read and vectorised before we bid. MatchOutcome bids against your metric, and you receive a read-out by persona and by placement.
Nothing is bought blind. How brand safety works →
A persona in practice: MatchPersona describes the people you want to reach and finds the content they actually read and watch.
Where your personas spend their attention: articles on 500+ trusted publishers, morning and evening.
Channels and videos on YouTube.
The Content Graph holds every page and video we have read and vectorised. The Placement Graph records what each placement has delivered, profiled and measured unit by unit. Together they mean every bid is based on what we know.
What each page or video is about after we have read and vectorised it.
What every placement has delivered, profiled and measured unit by unit.
Every placement keeps a record of what it delivered, and that record shapes the next campaign.
You review the personas before anything runs. You can upload your own personas and guidelines, and correct anything we inferred. The Trusted Web criteria are public, and the metric is agreed with you before the campaign starts.
Questions
A lasting object of what a brand means, derived from the brand's own website, guidelines and material, then refined with you. It records what the brand stands for (purpose, positioning, promise, values, archetype), who it speaks to (audience, markets, competitive frame), how it speaks (tone, lexicon, what to say and what to avoid), where it belongs and which environments it stays away from (environments, excluded topics, regulated flags) and how it looks. Each field keeps its provenance and the object carries a quality score. It lives across campaigns.
The per-campaign object, derived from the brief and the landing page: what the campaign must achieve (business and communication objective, single-minded proposition, key insight, metric hierarchy), what it says (key messages, promise, offer, call to action, mandatories), who it is for (target and priority personas, markets, languages), when and how (flight, budget, pacing, channel plan) and what it measures. One BrandDNA, many CampaignDNAs.
Two capabilities that decide each impression. MatchPersona is the audience planning agent: it builds agentic personas from BrandDNA and CampaignDNA and finds where they spend attention, on 500+ trusted publishers and, as a separate product, on YouTube. MatchOutcome is the bidding algorithm: it bids on each impression against the metric the campaign was bought on.
The Content Graph is C Wire's record of what each page, video and app screen is about, read and vectorised before any buy and understood for what it is about rather than sorted into categories. The Placement Graph is the object of what each ad unit on the Trusted Web has actually delivered, profiled and measured by format and by device, over time.
Every page and video is read and vectorised before we bid on it. We only buy content we have read and matched to your personas. See how brand safety and suitability work.
You review the personas and the rules behind them before anything runs, you can see where every BrandDNA and CampaignDNA field came from, and reporting shows delivery by persona and by placement against the metric agreed with you.
CampaignDNA carries one primary metric, agreed with you before the campaign runs. MatchOutcome bids each impression against it and reporting runs on it. Commercial terms are part of your proposal.
C Wire works from the content of pages and videos, and the decision is based on what people read and watch. Reporting is by persona, placement and metric, with no cookies, device IDs or audience files involved.
Next step
A brand, an objective, a market. We build the personas and come back with a campaign proposal.