Advertising Memory
Every instruction becomes reusable. Every campaign becomes memory.
Skills remember how your team wants to work. Advertising Memory learns from how your campaigns have actually worked. Together, they give the agent both the playbook and the experience.
Skills
Turn the way your team buys media into reusable instructions
A naming convention, a campaign structure, a QA checklist, a reporting format, an approval rule, an advertiser playbook. Written once in plain language, organized by client, applied whenever the situation appears.
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IKEA
Naming, structure and brand safety for every IKEA market.
4 skills
IKEA_Market_Season_Objective_Channel, uppercase market code, one line item per creative format.
Exclude news, politics and user-generated video. Apply the IKEA global exclusion list to every display line.
Three insertion orders per market: Awareness, Consideration, Retargeting. Budget split 50 / 30 / 20.
Skippable in-stream, 15s and 6s paired, frequency cap 3 per week, viewability target 70%.
Governed
Readable, scoped, and loaded only when relevant
Create a Skill yourself or accept one Concord proposes after spotting a recurring preference. Scope it to the workspace or selected brands. Concord loads only the Skills that match the active brand, platform and request, and an edit applies to the next one.
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Campaign Audit Learnings
Folder
Keep this skill with the rest of the advertiser or platform it belongs to. Concord reads the folder before the skills inside it.
WorkspaceDSPs
Instructions
Campaign Audit Learnings
Insights and best practices derived from a full audit of all DV360 and Meta campaigns (June 2026). Use these learnings to guide future campaign recommendations, structure proposals, and optimization decisions.
Account Profile
•DV360 Advertiser: 6961617518 — 44 campaigns audited
•Meta Ad Account: 851599581134671 — 80+ campaigns audited
•The account is used by multiple brands across industries: FMCG (Purina, Danone), Automotive (Alpine, Porsche), Sports/Entertainment (UEFA, ASO Tour de France), Retail (Galeries Lafayette, Starbucks), and Public sector (SNCF)
•As of June 2026, all campaigns have been paused — no live delivery data available. Learnings are structural only.
Objective Mix & Funnel Strategy
•DV360 is heavily skewed toward Awareness (~75%). Recommend diversifying toward Traffic and Video Completion objectives.
•Meta has a healthier mix: ~40% Awareness, ~45% Traffic, ~8% Engagement, ~4% Sales, ~3% Leads.
•Best practice observed: The Purina PurinaONE plan uses a proper full-funnel approach (Awareness → Traffic/Consideration → Retargeting/Sales). Replicate this structure for all brands.
•Anti-pattern observed: Many brands have only upper-funnel campaigns with no mid/lower-funnel follow-up. Always recommend a full-funnel approach.
KPI & Bid Strategy Defaults
DV360
•CPM is the dominant KPI (~80%). Many campaigns have placeholder KPI values (e.g. "1"). Always set realistic benchmarks:
◦Display CPM target: €5–8
◦Video CPM target: €8–15
◦VTR target: ≥30%
◦CPV target: €0.05–0.15
•Frequency capping is mostly disabled. Recommend enabling by default: 3–5 exposures per week for awareness, 2–3 for retargeting.
Meta
•Most campaigns use LOWEST_COST_WITHOUT_CAP (Meta's default). This is fine for awareness but offers no efficiency guardrail.
•Recommend COST_CAP for traffic campaigns to control CPC/CPL. Only Purina/Zooplus campaigns used this (at €0.50 bid cap).
•Budget split: ~50% lifetime, ~50% daily. Lifetime budgets are preferred for short-flight campaigns (< 2 weeks); daily for always-on.
Creative Patterns
•DV360: ~80% campaigns combine Display + Video. Pure Video (~15%) for YouTube. Audio is rare (~5%).
•Meta: Single image and single video are the dominant formats. Carousel and Collection ads were tested but not scaled.
•PAC (Placement Asset Customization) was tested in ~3 campaigns — consider recommending it for brands with platform-specific creative assets.
Common Anti-Patterns to Avoid
1.Placeholder KPIs — Never set KPI Value to "1" or "0.1". Always use realistic benchmarks.
2.Campaign sprawl — Don't create new campaigns for every test iteration (e.g. V1, V2, V3). Use ad set or line item variants within the same campaign.
3.Missing frequency capping — Always enable frequency capping on awareness campaigns.
4.No lower-funnel follow-up — Every awareness push should have a retargeting companion.
5.Inconsistent naming — The account has 6+ naming patterns. Always enforce the naming convention from the Naming conventions skill.
6.Test campaigns not archived — Encourage users to archive completed test campaigns to keep the account clean.
Brands With Established Patterns
When creating campaigns for these brands, reference their historical structure:
•Purina/PurinaONE: Full-funnel (Awareness + Traffic + Retargeting), city-level geo splits (Paris/Lyon/Marseille/Toulouse), interest targeting (Pets/Cats/Dogs), COST_CAP bid strategy at €0.50
•Starbucks: Multi-objective (Awareness + Traffic + Engagement), US-targeted with seasonal moments (Memorial Day, Employee Appreciation Day, Earth Day)
•UEFA/UCL Fantasy: Heavy Traffic focus, audience-segmented (Gaming Hub, Re-engagement by OS, A/B testing), long coded naming convention
•Danone: Awareness + Traffic, September flight windows, health/vitality positioning
•Lily's Kitchen: Traffic + Awareness, pet food vertical, multiple creative iterations
•Alpine A290: Awareness + Lead Gen, automotive launch pattern
•ASO Tour de France: Awareness-only, May–July flight window, sports event tie-in
Advertising Memory
Your campaign history becomes intelligence for the next campaign.
When an account is synchronized, Concord retrieves up to three years of history where the platform permits it: structures, budgets, pacing, naming, changes and what happened after them. Not an archive, but context for future execution.
Memory is context, not execution
Memory follows your permissions, never trains a model, and never answers another workspace. Validation and approvals stay deterministic.
Questions
Questions about Advertising Memory
What is Advertising Memory?
- Advertising Memory is Concord's memory layer. Skills hold how your team wants to work, as reusable instructions. Advertising Memory learns from how your campaigns have actually worked, with up to three years of campaign history where the platform permits it.
What is a Skill?
- A Skill is a reusable instruction: a naming convention, a campaign structure, a QA checklist, a reporting format, an approval rule or an advertiser playbook. It is written once in plain language, organized by client, and applied whenever the situation appears.
Is our campaign data used to train models or shared with other clients?
- No. Client data is never used to train, improve, or fine-tune any model, and it is never shared between clients. Memory follows your permissions and never answers another workspace.
Can Advertising Memory change a campaign on its own?
- No. Memory is context, not execution. Validation and approvals stay deterministic.
Your operating rules and your campaign history, built into every execution.