Why Precise Exists
Automation has made advertising faster. Now it needs a system of record. DSPs optimize toward outcomes, but they also append segments that inflate CPMs. Agencies need an independent layer that answers: What actually drove results?
System of Record, Defined
A system of record is the authoritative source for segment contribution.
It answers three questions for every campaign:
- →What was added? Complete manifest of all segments.
- →What did it cost? CPM breakdown per segment.
- →What did it contribute? Shapley-based marginal contribution.
Precise builds this by processing DSP logs and generating receipts.
Why Agencies Need This Now
DSP features like The Trade Desk's Koa, Google's Optimized Targeting, and Amazon's Performance+ auto-append audiences at machine speed. These systems can add dozens of segments per campaign—each inflating CPMs—faster than any human can audit.
That speed outpaces human review. Governance and verification become critical.
The problem isn't that automation is bad. It's that automation without accountability creates risk. When segments are added without visibility into what they contribute, agencies can't defend spend to clients.
The Scale of the Problem
segments auto-appended per typical campaign
of data premium spend has low/zero marginal contribution (typical audit)
unrealized media value industry-wide (ANA, Q2 2025)
* Results vary by campaign. ANA statistic reflects industry aggregate.
Independence Is the Product
We take no rebates or routing compensation. Our only revenue is a license fee for the verification layer.
We measure contribution equally across DSPs. If a segment underperforms—on any platform—the receipt shows it. That includes segments from partners we work with.
This independence is not a marketing claim. It's the structural requirement for our value. The moment we take money from a DSP or data vendor, we can't measure them honestly.
Where We're Going
We start with agency spines—policy controls + receipts. This is the core product: GOVERN (pre-bid segment governance), TRACE (contribution analysis), and VERIFY (audit-grade receipts).
Over time, we build cross-customer benchmarks and predictive scoring. With enough data, we can tell you which segments are likely to contribute before you run the campaign.
The long-term vision is a federated verification layer for advertising data. Agencies, publishers, and data providers all participate in a shared system of record—each maintaining their own data, but with verifiable proofs that survive audits.
Technical Foundation
A system of record isn't just a database—it's infrastructure that makes claims verifiable. Here's how we build that:
TAMPER-EVIDENT RECEIPTS
Every Trace Receipt includes a fingerprint—a compact representation of its contents. Any change to the data produces a different fingerprint, making alterations detectable. This is what makes receipts audit-grade.
APPEND-ONLY VERIFICATION
Receipt fingerprints are registered in an immutable record at time of issuance. They can't be backdated or selectively deleted. The complete audit trail is built into the system.
CONFIDENTIAL VERIFIABILITY
Full receipt details stay private with you. You can share verification proofs that let others confirm claims without revealing the underlying segment data—keeping competitive intelligence protected.
See it in action
Request a free audit. We'll analyze your campaign data and deliver a Trace Receipt in 48 hours. No sales call unless you ask.
Request a Free AuditNo rebates. No rev-share. No steering compensation.