MatchPersona · agentic personas
Our audience planning agent. It starts from your brand and your campaign, builds the personas you need to reach, and finds the articles on 500+ audited publishers where those people spend their attention.
Meet Commuting Young Professionals: a persona MatchPersona built, reached where she spends her attention.
What a persona contains
Persona
Commuting Young Professionals
Life stage
Working in the city, living outside it, with a day shaped by the commute and the calendar.
Persona
Car-free Family Weekenders
Lifestyle
Families who plan their weekends around trains, bikes and what is reachable without a car.
Persona
First-time Home Buyers
Product intent
People comparing districts, mortgages and renovation costs for the first time.
MatchPersona builds personas like these from your BrandDNA and your CampaignDNA, and you review them before anything runs.
Which people, in which places. MatchPersona answers it from your brand and your brief. You review the personas. C Wire activates them.
What the brand means: what it stands for, who it speaks to, how it speaks, where it belongs and how it looks. Derived from your own material, with provenance per field.
What this campaign wants: objective, message, personas, flight and the one metric it is judged on.
Who to reach, and where they spend attention: the pages, read one by one.
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
This is where the persona reads: an article on one of 500+ audited publishers.
Audience segments and category lists Start from data or from the inventory | MatchPersona Starts from the brand | |
|---|---|---|
| Starting point | Behavioural data, or IAB categories and keyword lists | Your BrandDNA and CampaignDNA |
| The question | Who behaved a certain way, or which content is about the topic | Who your brand needs to reach, and where they spend attention |
| Identity | Cookies, IDs, audience files | None. Content, never people |
| What you get | A segment you cannot read, or a list of pages about your category | Personas you review, and the pages where they actually are |
Audience segments and category lists
Start from data or from the inventory
MatchPersona
Starts from the brand
Questions
A group of people described by a life situation and by the topics where they spend attention, never by identity. Example: Commuting Young Professionals, working in the city, living outside it, shaped by the commute and the calendar. Their topics include commute routines, career growth, express workouts and weekend day trips. MatchPersona finds the articles on those topics across 500+ audited publishers.
The personas are built from your brief without anyone assembling lists by hand: BrandDNA and CampaignDNA are derived from your brand and your campaign, personas are generated and kept current, and you review them before anything runs. Agentic describes how the personas are made. Activation and campaign management are done by C Wire.
Content about your category is where every competitor already bids, and it only reaches people at the moment they think about the category. MatchPersona describes where the persona spends attention across the day, so you meet the same people with less competition and more of their attention.
No. MatchPersona reads content, never people. There is no cookie, no device ID and no audience file anywhere in the product, and reporting is by persona. This is the same principle C Wire has applied on the Trusted Web since the company was founded.
Yes. You receive each persona with its description, the life situation that makes it relevant and its topics. You adjust or exclude, and approve. The pages follow from the approved personas.
Google audiences describe people from behaviour Google observed, and you cannot see or take them anywhere else. MatchPersona personas describe people through life situation and attention, you review them before anything runs, and they are yours to reuse across campaigns.
Every format on the Trusted Web: Standard display and native, Impact formats such as Story Ad, Showcase Ad and Gamified Ad, and in-stream or out-stream video.
Yes, as a separate product: MatchPersona for YouTube. The same personas, matched to channels and videos instead of articles, activated and managed by C Wire, with its own campaign and report.
MatchPersona for YouTube activates the same personas on YouTube channels and videos, as a separate product with its own campaign and report.
Next step
A brand, an objective, a market. We build the personas and come back with a price. The personas are yours either way.