MatchPersona
The people your brand needs to reach, and where to find them.
MatchPersona is our audience planning agent. It builds agentic personas from your brand and your campaign, then finds the articles and videos where those people spend their attention across 500+ trusted publishers and YouTube.
Commuting Young Professionals, one persona MatchPersona built, reached in the content she chooses.
What's in it for you
Reach people through what they care about.
Personas describe life situations and interests, so your campaign meets people in the content they choose to read and watch, on every device and browser.
You shape every persona.
Upload your own personas, review the ones MatchPersona proposes, and adjust, exclude or add before anything runs.
Safe and suitable by design.
Your brand safety and suitability rules are built into every persona, so the plan is right from the first step.
How brand safety works
Three kinds of persona
Persona
Car-free Family Weekenders
Lifestyle
Families who plan their weekends around trains, bikes and what is easy to reach by public transport.
Persona
Commuting Young Professionals
Life stage
Working in the city, living outside it, with a day shaped by the commute and the calendar.
Persona
First-time Home Buyers
Intent
People comparing districts, mortgages and renovation costs for the first time.
- Lifestyle reaches people through how they live and what they enjoy.
- Life stage reaches people through the moment they are in.
- Intent reaches people actively exploring your category.
One campaign can combine all three, and you choose the mix.
How MatchPersona works
It reads your brand and brief.
BrandDNA and CampaignDNA tell it what your brand means, where it belongs and what this campaign has to achieve.
It builds the personas.
Agentic personas with a life situation and the topics where they spend attention, ready for you to review.
It finds where they are.
Every page and video is read and vectorised, and each persona is matched to the content where those people actually spend time.
Agentic personas, activated contextually.
One persona strategy, everywhere
Trusted Web
Articles across 500+ trusted publishers, profiled and measured.
What is the Trusted Web?YouTube
The same personas, matched to channels and videos with MatchPersona for YouTube.
MatchPersona for YouTube
This is where a persona reads: an article on one of 500+ trusted publishers.
Planned from your brand
Segments and category lists | MatchPersona | |
|---|---|---|
| Starts from | Behavioural data or topic lists | Your BrandDNA and CampaignDNA |
| Plans against | A segment or a list of pages | Personas you review and approve |
| Works from | User data or keywords | The content people read and watch |
| You receive | Delivery by segment | Delivery by persona and by placement |
Segments and category lists
- Starts from
- Behavioural data or topic lists
- Plans against
- A segment or a list of pages
- Works from
- User data or keywords
- You receive
- Delivery by segment
MatchPersona
- Starts from
- Your BrandDNA and CampaignDNA
- Plans against
- Personas you review and approve
- Works from
- The content people read and watch
- You receive
- Delivery by persona and by placement
Questions
MatchPersona, explained
What is a persona in MatchPersona?
A group of people described by a life situation and the topics where they spend attention. Example: Commuting Young Professionals, working in the city, living outside it, with a day 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+ trusted publishers.
What is the difference between lifestyle, life stage and intent personas?
Lifestyle personas reach people through how they live and what they enjoy. Life stage personas reach people through the moment they are in. Intent personas reach people actively exploring your category. One campaign can combine all three.
What does MatchPersona work from?
MatchPersona works from the content of pages and videos and describes people by life situation and interests. Every page and video is read and vectorised before we bid.
Can I use my own personas?
Yes. Upload the personas you already use, and MatchPersona finds the content where those people spend attention. You can combine them with the personas it proposes.
What does agentic mean here?
Agentic describes how the personas are built. BrandDNA and CampaignDNA are derived from your brand and your campaign, and MatchPersona builds the personas from both. You review them before anything runs, and C Wire activates and manages the campaign.
Can we see and shape the personas before anything runs?
Yes. You receive each persona with its description, the life situation that makes it relevant and its topics. You adjust, exclude or add personas and approve the plan. The content follows from the approved personas.
How is this different from Google affinity or in-market audiences?
Google audiences are built from behaviour observed inside Google's own products. MatchPersona builds personas from your BrandDNA and CampaignDNA, describes people through life situation and attention, and shows you every persona to review before anything runs. You can use the same personas again in your next campaign.
Which formats can a persona campaign run on?
Every format on the Trusted Web: Standard display and native, Impact formats such as Story Ad, Showcase Ad and Gamification Ad, and in-stream or out-stream video.
Does MatchPersona also work on YouTube?
Yes, with MatchPersona for YouTube. The same personas are matched to YouTube channels and videos and activated and managed by C Wire, with their own campaign and report. Brand safety and suitability are built in.
See your personas in a few minutes.
Your landing page URL in, the personas MatchPersona would plan against on screen.
Next step
Plan your next campaign with us.
A brand, an objective, a market. We build the personas and come back with a campaign proposal.