Methodology
Better bids start with better value signals.
Value-based bidding works when teams stop treating every conversion the same. Vendo maps predicted customer value into operational bidding signals so platforms optimize toward business quality, not just event volume.
Framework
How the value logic works.
01
Model customer value
Estimate value with LTV, propensity, margin, or repeat-purchase signals.
02
Rank or score
Convert the model output into deciles, bands, or weighted values.
03
Map to platform values
Translate scores into the conversion values ad platforms can optimize against.
04
Review outcomes
Compare efficiency, customer quality, and downstream revenue over time.
Core principles
Treat conversions differently based on expected business value, not just count.
Use consistent model inputs such as LTV, propensity, churn risk, or margin signals.
Map model outputs into bidding values that downstream platforms can actually use.
Review and refine the value logic as channel economics and customer behavior change.