Inventory
Inventory
Where your personas are reached: on which channels, in which formats, and on which devices. Three separate questions, answered in order.
01One read, every surface
One standard of reading on every surface we buy: the content itself, before the bid.
02Channels
| Channel | What we read | Placement audit |
|---|---|---|
| Trusted Web | The content itself, before the bid | Complete, unit by unit |
| Video | The content itself, before the bid | Not possible on video platforms |
| Apps | The content itself, before the bid | At ad-unit level |
Impact formats run where we contract publishers directly: Germany, France, Switzerland, and Austria.
Your personas are reached on three channels, on the Trusted Web, in apps and on YouTube, with one strategy behind all of them.
Three questions decide where your campaign runs.
Which channels carry it, what kind of ad it is, and which devices it appears on. We keep them apart because they are different decisions, and mixing them is how media plans become unclear.
Channels: where the content lives
Trusted Web
500+ publishers we have audited page by page. Direct: publishers under contract, with page integration for Impact formats. Extended: the same handpicked publishers, reached through the marketplaces you already use. Both are read and audited the same way.
Apps
The same publishers' apps, in the slots the app already uses. Standard display and standard video run here; Impact formats need page integration and stay on the web.
YouTube
A separate product: MatchPersona for YouTube matches your personas to channels and videos, and we run the campaign for you.
Media types: what the ad is
Every ad we sell is display, video or native, and each runs at one of two levels. Standard uses the IAB sizes a page already has, so it reaches everywhere. Impact integrates into the page, takes more space and runs on publishers we contract directly.
Display
Standard: IAB sizes such as 300x250, 300x600 and 970x250. Impact: Story Ad, Showcase Ad, Gamified Ad, Spotlight Ad, Flex Cube Ad, Flip Ad, Wideboard XL.
Video
Standard: in-stream and out-stream in the publisher's player. Impact: Sponsored Video, Branded Player, Outstream Video.
Native
Standard: the Sponsored Post in the publisher's own article styling. Impact: the Showcase Ad with several cards.
Devices: where the ad appears
Desktop
All media types at both levels.
Mobile
All media types at both levels; Impact formats are built mobile-first.
Connected TV
Standard video only, where the publisher carries it.
Whatever the channel, the format or the device, we read and vectorise the content first.
Nothing is bought blind. The same rule holds on our own inventory, on supply bought through other marketplaces, and on YouTube.
Questions
Inventory, explained
What is Trusted Web Direct?
Publishers C Wire contracts directly. Every page is read before any buy, every ad slot has been checked on a live page and carries a delivery record, and Impact formats are available because the contract carries the page integration they need.
What is Trusted Web Extended?
The same handpicked publishers reached through the marketplaces they already sell through, either automatically or on agreed deals. Same entry criteria, same reading, same slot check. Impact formats do not run on Extended because they need direct page integration.
How does YouTube fit in?
MatchPersona for YouTube activates the same personas that run on the Trusted Web, matched to channels and videos, managed by C Wire. There is no placement audit on YouTube, because the platform does not expose fixed placements in advance, and we say so wherever YouTube is described.
What about apps?
Apps sit inside the Trusted Web framework: contracted publishers, content read screen by screen, ad slots checked. App surfaces without readable content are not bought.
Where do Impact formats run?
On Trusted Web Direct only, in the markets where C Wire contracts publishers directly, because Impact units integrate with the page itself.
What is the entry standard for a publisher?
Published inclusion criteria covering editorial independence, human authorship, disclosure and technical quality, applied by C Wire. There is no fee and no way to buy admission. Removals are logged with date and reason.
Next step
Bring us a brief.
A brand, an objective, a market. We build the personas and come back with a price. The personas are yours either way.