Platform
What we know before we start, what decides each impression, and the rule underneath: we only buy pages and videos we have read.
Every campaign starts with the people you want to reach, not with ad space.
Before we buy a single impression, we understand your brand and your campaign, we build the personas you want to reach, and we read 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.
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 audited placement has delivered
The metric this campaign was bought on
A bid priced against the metric the campaign was bought on
Builds the personas you want to reach from your BrandDNA and CampaignDNA, then finds the pages and videos where those people spend their attention.
Works out what each impression is worth for the goal you set, and bids accordingly.
01
Your landing page URL, your campaign, your markets and the metric you will judge it on. Existing personas and brand guidelines are welcome.
02
BrandDNA and CampaignDNA are derived from your material. Every field shows where it came from, and you correct anything that is off.
03
MatchPersona proposes who to reach and where they spend attention. You adjust, exclude or add your own before anything runs.
04
Every page and video is read and vectorised. Anything we cannot read is never bought.
05
MatchOutcome prices each impression against your metric, and you receive a read-out by persona.
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 more than 500 audited 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 holds what each placement has delivered before. Both feed every decision, so we never bid on something we do not know.
What each page or video is about after we have read and vectorised it.
What every audited placement has delivered, recorded 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 supply standard is published, removals are dated, and the metric is agreed with you before the campaign starts.
Questions
A durable object of what a brand means, derived from the brand's own website, guidelines and material, then curated 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 never say), where it belongs and must never sit (environments, forbidden 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+ audited publishers and, as a separate product, on YouTube. MatchOutcome is the bidding algorithm: it prices 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 before any buy and understood for what it is about rather than sorted into categories. The Placement Graph is the object of what each audited ad unit on the Trusted Web has actually delivered, by format and by device, over time.
Before C Wire buys a page, a video or an app screen, the content has been read and matched against the brand, the campaign and the persona. An impression that cannot be read is never bought. On the Trusted Web the ad slot has also been checked on a live page.
The inputs are yours: your brand, your brief, your metric. The personas are reviewed by you before anything runs. The supply standard is published and versioned, removals are logged with dates.
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.
No. The system reads content, never people. There are no cookies, device IDs or audience files, and reporting is by persona, placement and metric.
Two pages explain the parts of the system in more detail.
Next step
A brand, an objective, a market. We build the personas and come back with a price. The personas are yours either way.