Most advertisers waste 20-40% of their impressions on audiences who can't afford their product—no matter how good the creative or targeting is.
Designed for relevance optimization and suppression. Not income targeting. Not credit scoring. Not eligibility decisions.
The AffordX index is continuously refreshed so deciles remain current as markets, seasonality, and consumer behavior change.
No data science team required. No bespoke modeling. Use category presets and apply the decile bid layer in minutes.
Start with a suppression-only pilot. Avoid heavyweight, multi-month data agreements and complex onboarding.
Outputs deciles + net-CPM-neutral bid multipliers. Clear actions: suppress, de-emphasize, neutral, emphasize.
Pilot without creative changes or channel shifts. If it doesn't work, you learn exactly where waste lives.
Platform algorithms are great at finding engaged users—but they don't know if someone can actually afford a $50K car or a $5K vacation package.
Result: you hit engagement KPIs but conversion rates stay flat.
Using AOV, past purchase behavior, or lookalike models as affordability proxies works—until it doesn't.
These signals are retrospective, noisy, and don't account for seasonality or macro shifts.
You have demographic targeting, interest targeting, behavioral targeting—but no clean way to filter for "can afford this product" without violating platform policies or privacy norms.
AffordX solves this by providing a privacy-safe, continuously updated affordability index that integrates directly into your bid strategy.
Move impressions away from low-fit deciles toward high-fit ones—without inflating CPM.
DSP algorithms learn faster when they're not fighting against structural misalignment in the audience pool.
Run a control test: same creative, same channels, same spend—just with affordability layered in.
Suppressed deciles 1-3, emphasized 8-10. Saw 25% lift in test-drive bookings with no change in media spend.
Key insight: they were already reaching engaged users—they just needed to filter out those who couldn't afford the vehicle.
Applied AffordX to a $4K+ vacation package campaign. 18% increase in booking conversion rate, flat CPM.
Key insight: suppression alone drove most of the lift—emphasis was incremental.
Start with a 30-day suppression-first pilot. No long-term contract, no creative changes—just a clean test to see if affordability targeting improves your conversion efficiency.