Who we target, by product
Every buyer group the engine targets, product by product, plus the ones proposed for review. Confirm the ones worth keeping, remove the ones that are wrong, and add anyone missing. Candidates raised 2026-08-17. Nothing here changes the engine on its own: the list Lina applies to the Foundation workbook is what runs, from the next configuration update.
The decisions could not be read (fetch failed), so every buyer below shows as not yet decided even if somebody has already decided it. Refresh in a moment before recording anything, so you do not overwrite a colleague.
Already fixed and running
Nine confirmed buyer groups are now live ICPs · 2026-08-26
Lina applied every candidate carrying a confirm (Brij's review, plus his email for the AMC ecommerce owner): six Atlas groups (Insights & Research, Category & Trade Marketing, Marketplace / Key Account, Country GM, RGM / Pricing on price only, Distributor / Partner), the Content agency partner, and two AMC groups (Endemic Ecom Owner, Regional Media Budget Holder). All nine are in the product config and mirrored into Foundation sheet 2, so their entries leave this list. Not everything is send-ready: the agency lane still needs its partner commercial model (flagged at every validate), the distributor lane needs its seed flag and credit rule, and the recut snapshots (subcategory, price, portfolio) need the asset produced before a touch promises them.
Brij's missing titles now match an ICP · 2026-08-26
From Brij's review (the board additions did not save that day, a storage bug fixed in the same change): Business Head, Founder / CEO / Co-Founder, Head of Analytics and Head of Global Amazon Account matched no ICP and were being suppressed as no_icp_match. They are now on the role lists of the products Brij mapped them to (Atlas, Atlas Media, Content, PiVerse, PiGen, and for AMC the analytics, Amazon-account and founder titles). Founder and CEO also needed a matcher fix: a pure-seniority title was stripped to nothing on both sides of the comparison, so no role list could ever match it. Ecommerce Business Head, Ecommerce Leader, VP Ecommerce, Head of D2C & Digital Transformation and Head of Performance Marketing already matched. The ECOMMERCE titles Brij mapped to AMC were held back from the AMC role lists on purpose, because they belonged to the endemic_ecom_owner candidate; that candidate was confirmed and promoted to a live ICP later the same day, so those buyers are now targeted through it.
Growth, Category and Marketplace titles now match an ICP · 2026-08-17
The team reported these buyers were being missed. They were: a contact whose title matches no ICP role is suppressed as no_icp_match, so Growth Manager, Category Head and Head of Marketplaces were dropped before any draft. Two causes, both fixed. The titles were absent from the role lists, and are now on the Ecom Business ICP of Atlas, Atlas Media, Content, PiGen and PiVerse. Separately the matcher compared plurals to singulars, so "Head of Marketplaces" failed even against products that already listed "Marketplace Manager"; the tokenizer now normalizes both sides. AMC was left alone on purpose: it targets media and marketing heads, and whether it should also open with the ecommerce P&L owner is the endemic_ecom_owner candidate below.
24
Running today
across 6 products
23
Proposed for review
0
Added by the team
0
Confirmed
0
Removed
each with a written reason
47
Still to decide
Open questions on the Atlas list
ecom_business_sales: One ICP carries three different jobs: Head of Ecommerce, Sales Director and Marketing Director. They do not share a problem. The ecom owner cares about the digital shelf, the sales director about the account number, the marketing director about brand visibility. Is this one ICP with one hook, or three?
media: The cold Atlas media ICP and the whole Atlas Media product open on nearly the same line (keyword gaps and paid share of voice). Confirm what stops a brand that is already an Atlas client from receiving both.
Ecom Business & SalesRunning today
Head of Ecommerce · Sales Directors · Marketing Directors · Growth Manager · Category Head · Head of Marketplaces · Business Head · Head of Analytics · Head of Global Amazon Account · Founder / CEO
Opens on: Customized messaging on their category performance and market share wins and losses
Free offer: Small customized report (category snapshot)
Not decided
MediaRunning today
Media Managers · Retail Media Managers
Opens on: Top spenders in their category; the keyword competitors spend most on; why they are losing paid SoV (e.g. '[Competitor] is outbidding you on 7 of the top 10 keywords')
Free offer: Free 1-page keyword gap analysis: top 10 terms, who holds them, paid vs organic position, overpay flags
Not decided
Consumer & Market InsightsRunning today
Consumer & Market Insights Manager · Category Insights Lead · Market Research Manager · Head of Insights
Opens on: The online half of a category read their offline panel cannot see - share of search and category movement by brand
Free offer: Small customized report (category snapshot), positioned as a data sample
Not decided
Category & Trade MarketingRunning today
Category Manager · Trade Marketing Manager · Shopper Marketing Manager · Channel Marketing Manager
Opens on: Subcategory share and where the brand under-indexes against its own category
Free offer: Category snapshot cut by subcategory instead of by brand (recut of the existing snapshot)
Not decided
Marketplace / key account ownerRunning today
Key Account Manager - Amazon · Key Account Manager - noon / Flipkart · Marketplace Manager · Channel Manager
Opens on: The numbers they will be asked about in their next retailer review - share, rank and who is taking it
Free offer: Small customized report (category snapshot)
Not decided
Country GM / Managing DirectorRunning today
General Manager · Country Manager · Managing Director · Commercial Director
Opens on: Where the brand sits in its category, in one line, no tool vocabulary
Free offer: The category snapshot presented as a position statement rather than a diagnostic
Not decided
Revenue Growth Management & pricingRunning today
Revenue Growth Management Manager · Pricing Manager · Commercial Finance Manager
Opens on: Their price position against the category and named competitors on the digital shelf
Free offer: Category snapshot cut on price position (realized price vs the category, by listing)
Not decided
Distributor & regional partnerRunning today
Distributor Ecommerce Head · Distributor Key Account Manager · Brand Portfolio Manager
Opens on: How each brand in the portfolio stands in its category, in one read
Free offer: One category snapshot per portfolio brand
Not decided
Open questions on the Atlas Media list
atlas_client_media: This is the widest ICP in the engine: seven roles in one, from Head of Ecommerce to Research and Insights Lead, all receiving the same opener. Split it, or narrow the role list?
atlas_client_media: Turkey is NA for this product because Ad Manager and AMC are Amazon products. Since Jul 22 AMC may name Amazon in Turkey. Does the Turkey exclusion still hold?
Atlas client media buyerRunning today
Head of Ecommerce · Ecommerce Manager · Media Manager · Retail Media Manager · Marketing Manager · Performance Marketing Manager · Research and Insights Lead · Growth Manager · Head of Marketplaces · Business Head · Head of Global Amazon Account · Founder / CEO
Opens on: You already see the sales side in Atlas; the media cut shows who is outbidding you. Top spenders in their category, the keywords rivals win with paid bids, paid vs organic share of voice, and where Ad Manager or an AMC pilot turns the gap into a plan
Free offer: Free 1-page keyword gap analysis from their own Atlas media data: top terms, who holds them, paid vs organic position, overpay flags
Not decided
Retail media specialist (split A)ProposedOffer exists
Retail Media Manager · Performance Marketing Manager · Paid Media Manager
At brands large enough to employ one, this buyer speaks in bids, placements and ACOS. The current single opener has to stay generic enough for a Head of Ecommerce, which wastes the specificity this person responds to.
Would open on: Keyword-level overpay and paid share of voice against the category top spender
Offer: The 1-page keyword gap analysis from their own Atlas media data
Watch out: This candidate and ecom_generalist_media are one decision, not two. Split the live ICP, or keep it whole.
Not decided
Ecommerce owner who also runs the ads (split B)ProposedOffer exists
Head of Ecommerce · Ecommerce Manager · Marketplace Manager
At smaller brands one person owns sales and the ad account. Console vocabulary loses them. The same data needs plain framing, for example paying for clicks the brand already wins organically.
Would open on: Money spent on terms the brand already ranks for organically
Offer: The same keyword gap analysis, read as waste rather than as a bid strategy
Watch out: Paired with retail_media_specialist above
Not decided
Distributor holding the ad accountProposedOffer exists
Ecommerce Head (distributor) · Media Buyer (distributor) · Account Manager (distributor)
At many UAE and KSA accounts the brand does not hold the Amazon Ads seat, the distributor does. A media conversation with the brand alone cannot change a single bid.
Would open on: The gap across every brand they run ads for
Offer: The keyword gap analysis per brand in the portfolio
Before it can run: The client repository to record who holds the ad account, which it does not today
Watch out: Same distributor question as Atlas; answer it once for both products
Not decided
Regional media lead above the marketProposedOffer needs a recut
Regional Head of Digital · Media Director MENA · Regional Ecommerce Director
The budget for a multi-market media services deal sits above the local buyer, and this is the escalation lane when a market contact stalls.
Would open on: The same gap seen across all their markets at once
Offer: One keyword gap analysis per market, presented together
Before it can run: A rule for which market owns a regional contact, since the engine targets one market per run
Watch out: These are existing clients, so an account owner already has the relationship. Confirm this is coordinated, not cold.
Not decided
Open questions on the Content list
ecom_brand: The open workbook question, unanswered since Jul 14: split Content into more ICPs or keep one? The live ICP mixes Brand Managers with Ecommerce and Marketplace Managers. A brand manager protects consistency and equity; an ecommerce manager wants conversion. The same audit reads as criticism to one and as ammunition to the other.
ecom_brand: Content is the only service in the door-opener set and the only product whose offer costs delivery time per prospect (an audit, then 10 free SKUs). How many free audits per week can the team actually produce? That number, not the ICP list, is the real cap on this product.
Ecom & Brand (listings owners)Running today
Brand Manager · Marketing Manager · Digital Manager · Ecommerce Manager · Marketplace Manager · Growth Manager · Head of Marketplaces · Business Head · Head of Global Amazon Account · Founder / CEO
Opens on: Free audit: underperforming listings on every retailer you sell on, content advice ('6 of your top 10 listings have a conversion-killing gap') - customization-led, no Atlas needed
Free offer: Free audit, then free content on 10 SKUs (SEO)
Not decided
Agency or full-service marketplace partnerRunning today
Account Director (ecommerce agency) · Head of Marketplace Services · Client Services Lead
Opens on: The listing quality across the brands they manage
Free offer: Portfolio listing-quality read for the agency's brand roster (partner terms to be defined before anything is promised)
Not decided
Content & creative operationsProposedOffer exists
Content Manager · Creative Operations Manager · Digital Asset Manager · Ecommerce Content Specialist
They own the asset pipeline and a backlog they cannot clear. The free audit lands as relief rather than as a critique of their work, which is the failure mode with brand owners.
Would open on: The listings their backlog has not reached yet
Offer: The free audit, then 10 free SKUs
Watch out: None
Not decided
Localization & regional marketingProposedOffer needs a recutUAE, KSA, Turkey
Localization Manager · Regional Marketing Manager · Head of Marketing MENA · Country Marketing Manager
Config already names Arabic localization as the KSA differentiator and Turkish-first content as the Turkey angle, but nobody targets the person who actually owns language. This is the buyer that differentiator was written for.
Would open on: Machine-translated or English-only listings in an Arabic or Turkish-first market
Offer: The audit scoped to language quality and local keyword coverage
Watch out: None
Not decided
Distributor / seller of record who owns the listingProposedOffer exists
Ecommerce Manager (distributor) · Content Lead (distributor) · Marketplace Operations
At many brands the marketer cannot edit the product page at all; the seller of record can. An audit sent to someone with no write access cannot turn into work.
Would open on: Listings across the whole portfolio they publish
Offer: The free audit, scoped to the portfolio
Before it can run: The same distributor flag Atlas needs
Watch out: Third appearance of the distributor question. Decide it once, engine-wide.
Not decided
Brand owner (split from the live ICP)ProposedOffer exists
Brand Manager · Brand Director · Marketing Manager
If the live ICP splits, this is the half that cares about consistency, claims and how the brand looks on the shelf, not about conversion rate. The audit must be framed as brand protection for them.
Would open on: Off-brand, inconsistent or incomplete brand presence across retailers
Offer: The same audit, framed as brand protection rather than conversion
Watch out: Only meaningful if the team decides to split ecom_brand
Not decided
Open questions on the PiGen list
content_seo_leads: Four of the six live ICPs (content, brand, ecommerce, PR) receive the identical free offer, a GEO visibility score plus one fix. If the offer never changes, are these four ICPs or one ICP with four job titles?
client_expansion: The warm client lane runs in UAE and KSA only. Extend it to India and Turkey clients, or is the restriction deliberate?
travel_dmos_airlines_hotels: Travel is the only focus vertical with a purpose-built module and its own targeting universe. Any new vertical below needs the same two things, or it is just a role list with no way to find companies.
Content / SEO leadsRunning today
Content Lead · SEO Lead
Opens on: Whether AI assistants know and recommend the brand - framed as a content mandate
Free offer: Free GEO visibility score, plus one free GEO fix (e.g. a content or article recommendation)
Not decided
Brand / Marketing leadsRunning today
Brand Director · Marketing Director · Founder / CEO
Opens on: Brand visibility and presence in AI answers
Free offer: Free GEO visibility score, plus one free GEO fix (e.g. a content or article recommendation)
Not decided
Ecommerce managersRunning today
Ecommerce Manager · Marketplace Manager · Growth Manager · Head of Marketplaces · Business Head · Head of Analytics
Opens on: AI answers now drive discovery: is the brand recommended where shoppers ask
Free offer: Free GEO visibility score, plus one free GEO fix (e.g. a content or article recommendation)
Not decided
PR / CommsRunning today
PR Manager · Corporate Communications · Communications Manager
Opens on: Reputation and share of voice inside AI answers
Free offer: Free GEO visibility score, plus one free GEO fix (e.g. a content or article recommendation)
Not decided
Travel: DMOs, Airlines & Hotels (focus vertical)Running today
DMOs (destination marketing organizations) · Airlines · Hotels - marketing / digital leads
Opens on: When travelers ask AI for the best [destination/hotel/airline], here is who gets recommended - and where you do not appear
Free offer: Detailed travel AI-visibility report (purpose-built travel module)
Not decided
Existing clients (expansion)Running todayUAE, KSA
Head of Ecommerce · Ecommerce Director · Marketing Director · Brand Director · Digital Director
Opens on: You already trust the PiWheel retail read; the new blind spot is AI answers. Here is what assistants recommend in your categories, and where your brands are missing
Free offer: Free GEO visibility scan of three hero brands
Not decided
Digital & performance marketing leadsProposedOffer exists
Head of Digital · Performance Marketing Manager · Paid Search Manager · Digital Marketing Director
Search traffic lost to AI answers shows up in their dashboard first and they have to explain it. They already buy visibility for a living, so the concept needs no education.
Would open on: Queries their paid and organic search used to win that assistants now answer directly
Offer: The GEO visibility score plus one fix
Watch out: Adjacent to content_seo_leads; confirm the split is by budget ownership, not by title
Not decided
Founder / CMO at challenger and D2C brandsProposedOffer exists
Founder · Co-Founder · Chief Marketing Officer · Head of Growth
One person decides, and PiGen needs no data integration, so the cycle is the shortest in the whole catalogue. A challenger brand is also more likely to be invisible to assistants, which makes the score land harder.
Would open on: An assistant recommending the incumbents and not naming them at all
Offer: The GEO visibility score plus one fix
Watch out: Cuts across every PiGen ICP by company size rather than by role. Decide whether the engine should segment by company size at all.
Not decided
Agency strategy & SEO leadsProposedNo offer yet
Head of Strategy (agency) · SEO Director (agency) · Head of Search
AI visibility is a service agencies want to sell and cannot yet measure. One relationship carries many client brands.
Would open on: A capability their clients are starting to ask for
Offer: Same partner model question as Content and AMC
Before it can run: A partner commercial model
Watch out: Third product raising the agency question
Not decided
Healthcare, pharma and OTC (focus vertical)ProposedOffer exists
Marketing Manager (consumer health) · Brand Manager (OTC) · Digital Lead (pharma)
People ask assistants about symptoms and remedies constantly, and an absent or wrong brand answer matters more here than anywhere else. OTC and pharmacy are already in the PiGen consumer universe, so targeting works today.
Would open on: What assistants recommend for the conditions their product treats
Offer: The GEO visibility score, worded carefully
Before it can run: A copy rule so no touch reads as medical advice or an efficacy claim
Watch out: None; universe rows already exist (OTC & pharmacy, supplements, personal medical devices)
Not decided
Real estate developers (focus vertical)ProposedOffer existsUAE, KSA
Head of Marketing (developer) · Digital Marketing Director · Head of Brand
UAE and KSA developers are among the region's largest marketing spenders, and property is exactly the high-consideration decision buyers now research through assistants.
Would open on: What assistants answer when someone asks where to buy in their city
Offer: The GEO visibility score plus one fix
Before it can run: A new PiGen targeting universe; the current one is consumer categories plus travel, with no property rows
Watch out: Real Estate and Property already exists in the AMC non-endemic universe and could be reused
Not decided
Education and universities (focus vertical)ProposedOffer existsUAE, India, Turkey
Director of Marketing (university) · Head of Admissions Marketing · Digital Lead (education)
Students ask assistants which university, which program and which country. It is the same shape as the travel module, which is the one vertical PiGen has already proven.
Would open on: What assistants recommend to a student choosing a program in their market
Offer: The GEO visibility score plus one fix
Before it can run: A new PiGen targeting universe for education
Watch out: Education and EdTech already exists in the AMC non-endemic universe
Not decided
Automotive (focus vertical)ProposedOffer exists
Marketing Director (OEM or distributor) · Head of Digital · Brand Manager
Car buying starts with a research question an assistant now answers, and automotive marketing budgets are large in all four markets.
Would open on: What assistants recommend to someone comparing cars in their segment
Offer: The GEO visibility score plus one fix
Before it can run: A new PiGen targeting universe for automotive; only car care and accessories exist today, which is the aftermarket, not the OEM
Watch out: Automotive (OEM and dealer) already exists in the AMC non-endemic universe
Not decided
Open questions on the PiVerse list
head_of_ecom_gm: All three ICPs now open with the same demo walkthrough on an anonymized brand, differing only in which screen is shown. Is that three ICPs or one offer with three entry points?
business: India is marked P2 with a playbook note saying cross-sell only from QBRs, do not open cold, still flagged confirm. Quick commerce is bigger in India than anywhere else PiWheel operates. Confirm or lift.
Head of Ecom / GM (the big ICP)Running today
Head of Ecommerce · GM / Commercial Director · Growth Manager · Head of Marketplaces · Head of Analytics
Opens on: One place for business performance, out-of-stock and media across ALL channels ('how many screens does your team open to answer how did we do yesterday?')
Free offer: Live walkthrough of the PiVerse view on an anonymized brand in their category - the one screen that answers 'how did we do yesterday' across every channel, with out-of-stock and retail media in the same place. Nothing needed from them to see it. Once they have seen it, ONE retailer can be connected read-only in minutes so they see their own view; that is the second ask, never the cold one
Not decided
MediaRunning today
Media Managers · Retail Media Managers
Opens on: Amazon, Noon and Trendyol ad data live in different tabs - one live view with optimization flags
Free offer: Live walkthrough of the PiVerse media view on an anonymized brand - every retailer's ad performance side by side in one screen with the optimization flags, instead of one console per retailer. Nothing needed from them to see it. The follow-on is a read-only connection on ONE retail-media account so they see their own numbers
Not decided
Business (sell-out / dark stores)Running today
Sales Head / Category Manager · Business / Ops · Founder / CEO
Opens on: Quick commerce and dark stores: 'how fast do you find out when you go out of stock on Talabat or Noon Minutes - same hour, same day, or when sales dip?'
Free offer: Live walkthrough of the PiVerse dark-store view on an anonymized brand - availability by city and by store, and how fast an out-of-stock surfaces. Nothing needed from them to see it. The follow-on is a read-only connection on ONE retailer so they see their own stores
Not decided
Supply chain & availabilityProposedOffer exists
Supply Chain Manager · Demand Planner · Head of Customer Service & Logistics · Availability Manager
On-shelf availability is literally this person's KPI. Today they learn about an out of stock from the sales team, days late. The dark-store view is their tool more than it is the ecommerce team's, and no current ICP reaches them.
Would open on: How late they find out about an out of stock today
Offer: The dark-store walkthrough on an anonymized brand
Watch out: None. This is the clearest gap in the live list.
Not decided
Quick commerce key account managerProposedOffer exists
Key Account Manager - Talabat / Noon Minutes / Instashop · Key Account Manager - Blinkit / Zepto / Instamart · Channel Manager (quick commerce)
Quick commerce now has its own account team in most FMCG structures. They run the joint business plan with the platform and have only the platform's own numbers to argue with.
Would open on: Going into a platform review with a read the platform did not supply
Offer: The walkthrough, scoped to the platforms they own
Watch out: Adjacent to the live business ICP; confirm whether the KAM sits inside it or beside it
Not decided
Commercial finance & RGMProposedOffer exists
Commercial Finance Manager · Revenue Growth Management Manager · Channel Controller
They rebuild a cross-channel P&L by hand from retailer reports every month. One reconciled view is the product, stated in their language.
Would open on: How many separate retailer reports go into one monthly channel number
Offer: The cross-channel walkthrough
Watch out: Same RGM title as the Atlas candidate; if both are approved, the ICP matcher needs a tiebreak
Not decided
Regional ecommerce directorProposedOffer exists
Regional Ecommerce Director · Head of Ecommerce MENA · Global Ecommerce Director
The multi-market single view is the actual product, and the person who buys a multi-country subscription sits above any one market.
Would open on: One view across every market instead of one file per country team
Offer: The walkthrough, framed across markets
Before it can run: The same market-ownership rule the Atlas Media regional candidate needs
Watch out: Overlaps the live Head of Ecom / GM ICP by title; separated only by scope
Not decided
BI and commercial data teamProposedOffer exists
Head of Business Intelligence · Commercial Data Analyst · Data & Analytics Manager
This team is often mid-build on the same dashboard internally. They are either the fastest buyer in the company or the one person who will kill the deal, and it is worth knowing which before the meeting.
Would open on: What their internal build cannot reach, which is retailer data they have no feed for
Offer: The walkthrough, read as build versus buy
Before it can run: A team decision on whether this buyer is a target or a stakeholder to be won over inside another deal
Watch out: None
Not decided
Open questions on the AMC list
non_endemic: One ICP, one angle, one library set covers 22 industries in the non-endemic universe, from banking to gaming to government. A bank and a hotel do not share a media question. Split by vertical?
non_endemic: The seed names only banks, telecom, airlines and insurance. Eighteen of the 22 configured industries have no seeded account, so they cannot be targeted even though the universe lists them.
endemic: Endemic and non-endemic share the same two roles (Marketing Head, Media Head) and are separated only by the company's industry. Confirm that is a strong enough separator for a first cold touch.
endemic_ecom_owner: ANSWERED and applied Aug 26: the ecommerce P&L owner is now a live AMC ICP, so a Head of Ecommerce at a heavy DSP spender is targeted rather than turned away. What is still open is the overlap: the same person also matches the Atlas business ICP, and only the 21-day quiet rule decides which product reaches them first. Confirm that racing is acceptable, or say which product should win the ecommerce owner.
endemic: Every dsp_spend_hint on the seed is still marked TEAM_TO_VERIFY, and min_band medium is what qualifies an account. Until those bands are verified, the qualification floor is running on a placeholder.
Endemic (brands selling on Amazon)Running today
Marketing Head · Media Head · Retail Media Lead · Head of Analytics · Head of Global Amazon Account · Founder / CEO
Opens on: Efficiency and effectiveness between search and DSP; audience modeling; where budget leaks between formats
Free offer: Free AMC pilot (also used as a lever inside media talks)
Not decided
Non-endemic (any DSP spender)Running today
Marketing Head · Media Head
Opens on: Audience modeling and propensity modeling for DSP-first advertisers (banks, airlines) who do not sell on the marketplace
Free offer: Free AMC pilot, framed around audience and propensity modeling
Not decided
Ecommerce P&L owner at endemic brandsRunning today
Head of Ecommerce · Amazon Business Manager · Marketplace Director
Opens on: What the media budget returns, read against the account P&L
Free offer: Free AMC pilot (the advertiser grants clean-room access directly)
Not decided
Regional media budget holderRunning today
Regional Media Director · Head of Media MENA · Regional Marketing Director
Opens on: One measurement read across every market they fund
Free offer: Free AMC pilot (also used as a lever inside media talks)
Not decided
Measurement & marketing effectivenessProposedOffer exists
Marketing Effectiveness Manager · Marketing Analytics Lead · Head of Measurement · Marketing Science Lead
AMC is a measurement product before it is a media product. At large spenders, the person who cares about incrementality and overlap is not the media head, and they are the one who will actually read the pilot output.
Would open on: Overlap and incrementality between search and DSP, which their current reporting cannot separate
Offer: The free AMC pilot
Watch out: None. Strongest AMC gap.
Not decided
Non-endemic, split by verticalProposedOffer exists
Marketing Head · Media Head · Head of Performance
Not a new audience, a re-cut of the live one. Four buckets that each need their own angle: financial services, travel and aviation, telecom, and property plus automotive. The research library already keeps endemic and non-endemic apart for exactly this reason; this takes the same argument one level deeper.
Would open on: A media question specific to the vertical rather than a generic DSP framing
Offer: The free AMC pilot, unchanged
Before it can run: Library angles per vertical (6 angles exist today across both live ICPs); Seed accounts for the verticals beyond banks, telecom, airlines and insurance
Watch out: Replaces the live non_endemic ICP rather than adding to it
Not decided
Agencies and trading desks (currently parked)ProposedOffer exists
Account Director (media agency) · Trading Desk Lead · Head of Programmatic
Parked since Jul 14. Worth a decision rather than a default: agencies hold the DSP seat for a large share of regional advertisers, so for those accounts the agency is the only door that opens.
Would open on: Clean-room measurement across the advertisers they run
Offer: The free pilot works commercially only if the advertiser grants access; the agency cannot grant it
Before it can run: The partner model that Content and PiGen also need; Confirmation of who grants clean-room access when an agency holds the seat
Watch out: Fourth agency question. One decision covers Content, PiGen and AMC.
Not decided
What happens to these decisions
1
The team decides here
Confirm, remove or add. A removal always carries a reason, so nobody has to reconstruct the argument later.
2
Lina applies the surviving list to the Foundation workbook
Sheet 2 is the source of truth for ICPs. Confirmed candidates become real ICPs there; removed ones are deleted from the review.
3
The configuration rebuild makes it live
Only then does the engine target anybody new. Until it runs, this page is a record of what the team wants, not what the engine does.
✓
A confirmed buyer still needs its offer and its list
An ICP marked “no offer yet” or carrying a “before it can run” line is not ready the day it is confirmed. The engine never promises a prospect something nobody has confirmed can be delivered.