A live session on pLTV and value-based bidding: how it works, what the ad platforms need from you, and how to send a value signal they can use.
Hosted by Noy Rotbart, PhD
CEO and co-founder, Churney
Co-hosted by Brian Brost
CPTO and co-founder, Churney
We will email the joining link to before the session. Add it to your calendar now so it is in the diary.
Why this session
pLTV is not new. The attention is. Value-based bidding is now widely available on the ad platforms, and more advertisers are asking how to use it well. Each platform describes it in its own terms, which can make the picture hard to piece together.
The platforms provide the bidding. The predicted value is the part you bring: each one accepts a value attached to a conversion, within a set window. The model, the signal design and the upkeep sit with you.
That is where most of the questions are, and where good guidance is hardest to find. This session covers it in plain terms, in an hour.
60 minutes, including live Q&A
How a predicted value differs from the LTV you already report, and why it is an input to bidding.
The windows, rules and eligibility bars you have to meet to send a predicted value.
What makes a predicted value useful to bidding, beyond meeting the eligibility requirements.
How to measure, maintain and improve your signal once it is live.
The cases where other approaches are a better fit.
Bring your own setup and questions.
Heads of growth, UA leads and performance marketers, plus the data and analytics people who get handed the modelling work.
If you are evaluating, you will leave knowing whether it is worth doing on your data. If you are mid-build, sections three and four are the two that decide whether the build pays off. If you are already live and the results are not holding, section four is almost certainly why.
About this session
This is an educational session. Churney is a Copenhagen research company, founded by four PhDs, that builds predicted long-term value signals. We work alongside ad platforms every day and we want more advertisers to get value-based bidding right.
Much of what we cover you can do in house, and we will say which parts. If you want to talk to us afterwards there will be a link, and the recording comes either way.
No. If you want one, ask afterwards.
The platforms have built the bidding. None of them predicts the value for you. They accept a number you send and optimise towards it, which means the model, the signal design and the upkeep are yours.
Yes. Most of the session is the distance between bidding on what a customer has spent and bidding on what they will be worth.
Yes. The platforms differ mainly in their windows and their vocabulary. The model and the signal are the same problem whichever one consumes them.
Good, and this is going to be useful to them. Most in-house builds do not fail on model quality. They fail on what gets sent, when, and what happens to it afterwards.
Yes, sent to everyone who registers.
