Architect.Run an Architect pilot
For brands

Find the budget that is doing nothing.

You already have a brand safety tool. It tells you what to avoid. It does not tell you which of the safe channels are worth your money. We do, per channel, per market, before the plan goes live.

The financial ladder

Every stage is a money question. We start on the one that is already provable.

Your agency, your team and eventually your finance function read the same ladder. We are explicit about which stage ships today, because the stages above it are worth more than a claim.

  1. 01
    Live now

    How much of this budget is going nowhere?

    Every channel on the plan screened, scored and sorted into Clear, Review or Exclude. Attach the plan's spend and each verdict carries the money behind it, so the answer is budget you can move, not a score.

    You are here
  2. 02
    Calibrating

    What is each channel actually worth?

    Return on media investment scored per channel, calibrated with outcome data from every plan we measure. The graph gets sharper with each one.

  3. 03
    Where this goes

    What did the media cause for the business?

    Incremental revenue, profit contribution and payback, measured against a world where the spend never happened. Same graph, same scale, auditable.

Working media share is the one number that runs the whole ladder: the share of a line item that clears both safety and effectiveness. Per market, and across the portfolio.

Stage threeWhere this goes

How much revenue did the media actually cause?

Attribution counts clicks. Incrementality measures the lift against a world where the spend never happened. We hold out a region, compare the gap, and feed the result back into the graph as a prior. Stage one pays for stage three: the waste it releases is the budget a holdout test needs.

Incremental revenueAttributed via calibrated MMM, last 90 days
Blended ROMIAfter margin, payback adjusted
Payback periodMedian across the portfolio
ConfidencePosterior mean across markets
Sales with the ads runningWhat would have happened anywayCAMPAIGN STARTWEEK 40
Incrementality separates the sales your media actually caused from the ones that would have happened anyway. Only that gap should count as return, and the size of it is what a pilot on your own plan measures.Illustrative shape, not a quoted return

What changes for you

  • Brand leadA list of the channels doing nothing and a budget you can move, instead of a viewability rate
  • Media managerA suitability rating per channel with a confidence score, so the safe list is your list, not the platform's
  • Your agencyThe same ratings and the same waste list, inside the plan they already run, so the conversation with them starts from one set of numbers
  • Later, financeStage two and stage three turn working media share into a number finance can audit. Not yet. We say so.