AI transparency

Last updated: 11 September 2026

C Wire AG ("C Wire") uses artificial intelligence to plan, buy and report advertising. This statement explains, in plain language, where AI is used, what it processes, where people decide, and how we position ourselves under the EU Artificial Intelligence Act. It complements our Privacy Policy and applies to cwire.com, the C Wire Console, the Try MatchPersona demo and the campaigns we run for clients.

BrandDNA and CampaignDNA. Language models read a brand's own material (its website, guidelines, existing communication) and a campaign brief, and derive two structured records: what the brand means, and what this campaign wants. Every field keeps its provenance (read, inferred or set by a person) and each record carries a quality score.

MatchPersona. From those two records, an agentic pipeline generates personas: groups of people described by life situation and by the topics where they spend attention, never by identity. It validates them against automated tests, then matches their topics to content: articles on the Trusted Web and, as a separate product, channels and videos on YouTube. Every channel or video on a YouTube plan carries the reason it was selected.

MatchOutcome. A bidding algorithm prices each impression against the one metric the client agreed to before the campaign, using the MatchPersona match and the Placement Graph (what each audited ad unit has delivered before). It optimises on delivered performance, not on a proprietary score.

Reading content. Before any bid, C Wire reads the specific page, video or app screen and records what it is about in the Content Graph. If content cannot be read, it is not bought.

It processes: publicly available editorial content (pages, videos, app screens), a brand's own published material and guidelines, campaign briefs and landing pages supplied by the client, and delivery data at the level of placements, personas and campaigns.

It never processes: personal data about readers or viewers. There are no cookies, device identifiers, audience files, behavioural profiles or cross-site tracking anywhere in the planning, targeting or bidding. Personas describe groups through content, not individuals. Reporting contains no user-level data. Technical identifiers used for ad delivery and frequency capping are described in the Privacy Policy.

Clients review and approve BrandDNA, CampaignDNA and the personas before anything runs, and can exclude any persona, topic, channel or video. The metric a campaign is judged on is agreed by people before launch. The Trusted Web is admitted, audited and removed by C Wire staff against published criteria. AI proposes; people approve, exclude and answer for the result.

C Wire is not a brand safety or verification vendor; clients keep their verification partner for measurement. Personas are inferences about where groups of people spend attention, not facts about individuals. Models can misread content; that is why content is read before the bid, why clients review before launch, and why anything that cannot be read is excluded. We do not claim results we have not measured.

C Wire is a Swiss company whose outputs are used in the European Union, so the Act applies to us. Our current assessment, reviewed with counsel and revisited as guidance evolves:

Planning and targeting (BrandDNA, CampaignDNA, MatchPersona) are not high-risk systems under Annex III and do not interact with natural persons in a way that triggers Article 50 labelling. Advertising bidding (MatchOutcome) is not a listed high-risk use case; we treat the Article 5 prohibitions on manipulative or vulnerability-exploiting practices as a design constraint and maintain suppression rules so that sensitive-category advertising is not placed against sensitive contexts.

We do not currently offer AI-generated advertising creative as a public feature. Should we do so, we will mark such outputs in a machine-readable way as Article 50 requires.

Article 4 (AI literacy) applies to us as provider and deployer; our staff are trained on the systems they operate. We publish this statement and our data boundaries so that clients can meet their own transparency duties, including under the Digital Services Act.

Questions about how AI is used in your campaign, requests to review or delete a BrandDNA, CampaignDNA or persona record, and questions from regulators: privacy@cwire.com, or C Wire AG, Grubenstrasse 54, 8045 Zürich, Switzerland.