Modeled purchasing power — built on TransUnion financial data — that concentrates your budget on households with the economic capacity to convert, and removes those without it before the bid.
Your DSP knows who browsed. Your algorithm knows who clicked. Neither knows whether the household behind that device can actually afford your product. Behavioral intent overstates purchase probability — especially in DTC, where aspirational shoppers, deal-seekers, and researchers generate engagement signals that look identical to buyers. The result is wasted impressions, unstable CPA, and an algorithm that keeps optimizing toward the wrong population. Afford-X adds the missing economic layer: whether a household has the purchasing capacity to transact at your price point.