How AffordX compares

You have options for data strategies. Here is where we fit in the ecosystem.

Where AffordX fits

Data Providers

Mosaic, Acxiom

Deep demographic profiles and rich household data. Great for planning and direct mail.

  • High depth of data
  • Strong offline identity
  • Complex integration
  • Static snapshots

CDP / 1st Party

Segment, mParticle

Your owned customer data. The gold standard for re-engagement and retention.

  • Highest accuracy
  • Free to use (owned)
  • Limited scale
  • Only knows existing customers

DSP Native

Google, TTD

Interest and intent signals based on browsing behavior. Essential for in-market targeting.

  • Real-time intent
  • massive scale
  • Affordability blind spots
  • Optimizes for clicks/actions

Lookalikes

Meta, Pinterest

Algorithmic expansion of your best customers. Powerful for scale, but often opaque.

  • Automated scaling
  • Performance focused
  • Black box methodology
  • Can drift from core traits

AffordX

Relevance Layer

The missing link: Privacy-safe affordability intelligence.

We don't replace your DSP or 1st party data. We act as a bid modifier layer that ensures your impressions land on people who can actually transact.

  • Privacy safe: No PII, no cookie reliance
  • Platform neutral: Works across DSPs
  • Dynamic: Updates with market changes
  • Transparent: Clear decile-based logic

Why buyers add AffordX

From "Interest" to "Ability"

Most targeting is based on interest (what they look at). AffordX adds ability (what they can buy).

Example: Millions of people look at Ferraris. Only a fraction can buy one.

From Static to Dynamic

Census data is 3-10 years old. Credit scores are backward-looking.

AffordX signals are refreshed constantly to capture current purchasing power and market conditions.

From Deterministic to Probabilistic

We don't need to know exactly who someone is (PII) to know if they are a high-fit prospect.

Our probabilistic approach scales better and carries zero privacy risk.

From "Targeting" to "Optimization"

It's not just In/Out. It's about bid shading.

Pay more for high-affordability users. Pay less (or suppress) low-affordability users. Keep your reach, improve your efficiency.

Compliance & Safety

Safe by design

We built AffordX to be valuable in a post-cookie, privacy-first world. We never touch PII.

  • No PII ingestion
  • No cookie dependency
  • No cross-site tracking
  • GDPR & CCPA compliant

Policy Compliant

Designed to align with major platform policies on sensitive categories.

We do not target based on race, religion, health status, or other protected characteristics. Our sole focus is aggregate purchasing power.

Read our full Trust & Governance policy →

Ready to clear the waste?

Add the affordability layer to your next campaign.

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