Afford-X

Stop paying a premium to reach people who are never going to buy.

Afford-X Buyer Signal reveals who can afford what you're selling. Propensity Shield shifts every dollar toward them — inside the campaigns you already run.

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Affordability Deciles — AFX 1–10
1
2
3
4
5
6
7
8
9
10
D1–3
Suppress
D4–7
Standard
D8–9
Aggressive Bid
D10
Max Allocation

Score by Purchasing Power

Move beyond surface-level engagement by differentiating high-intent audiences based on affordability.

Correct the Flat Bid

Flat bidding treats impressions as economically interchangeable. Afford-X removes misaligned audiences before the auction.

Bid by Economic Tier

Suppress lower-value impressions and concentrate spend on the highest-performing affordability deciles.

Low Friction

Works inside your existing campaigns. No new tools required. Measure impact in 30 days.

Executed inside your existing media platforms
Meta Google DV360 CTV
Who It's For

Built for both sides of the media buy.

For Brands

Protect every media dollar.

Score your first-party and prospecting audiences by purchasing power, then reallocate spend to the deciles that actually convert at your price point.

  • Reallocate budget away from low-capacity reach before the auction
  • Concentrate spend on D8–10 buyers aligned to your AOV
  • See CPM and ROAS by affordability tier your platforms don't report
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For Agencies

Prove efficiency to every client.

Layer Buyer Signal across managed accounts to defend budgets with economic evidence — and turn affordability intelligence into a differentiated service line.

  • Apply affordability scoring across every client account and DSP
  • Report media efficiency with decile-level proof points
  • Win and retain accounts with a capability competitors can't match
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Behavioral targeting finds who's interested.
Affordability finds who can buy.

Every DSP in the market optimizes for clicks, visits, and engagement. None of them know whether the person behind the impression can actually afford what you're selling. That gap is where your budget disappears.

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Up to 50%

Of any addressable audience falls in D1–D3

Consumers with modeled purchasing capacity below the threshold for most mid-to-premium products — reached anyway under flat bidding.

5–10×

More expensive to get wrong on CTV

CTV CPMs of $15–$40 vs. $3–$8 for display. Every misfire on a low-capacity consumer costs proportionally more.

D1–3

Never excluded by default

Standard platform algorithms treat low-affordability users identically to high-capacity buyers. Behavioral signals don't distinguish between the two.

Standard Targeting

Behavioral signals tell you who clicked.

DSPs optimize toward engagement — site visits, search queries, category interest, and lookalike models built on past converters. The problem: interest and ability are not the same signal.

  • Site visit — no purchasing context
  • Category interest — economically unfiltered
  • Lookalike model — built on behavior, not capacity
  • Flat bid applied to all impressions equally
  • Budget drifts toward volume, not conversion yield
With Afford-X

Affordability signals tell you who can convert.

Afford-X overlays economic capacity onto your existing audiences — scoring every impression by the probability that the underlying consumer can transact at your product's price point.

  • D1–3 excluded before the auction
  • D4–7 bid at standard or reduced rates
  • D8–9 allocated aggressively
  • D10 Power Buyers receive max allocation
  • Budget concentrates on conversion-probable impressions