Modeled purchasing power — built on TransUnion financial data — that concentrates your budget on households with the economic capacity to convert, and removes those without it before the bid.
Data sourceTransUnion
DistributionLiveRamp Marketplace + Advanced TV
GeographyU.S. — national
DSP compatibilityTTD · DV360 · Amazon DSP
~30%of addressable households cannot afford the median DTC product
4.3×ROI on data cost when suppressing bottom 30% at $25 media CPM
10purchasing power tiers scored at the household level — not the device
0%probabilistic device-to-household translation required for CTV
The problem
Intent and affordability are different signals
Your DSP knows who browsed. Your algorithm knows who clicked. Neither knows whether the household behind that device can actually afford your product. Behavioral intent overstates purchase probability — especially in DTC, where aspirational shoppers, deal-seekers, and researchers generate engagement signals that look identical to buyers. The result is wasted impressions, unstable CPA, and an algorithm that keeps optimizing toward the wrong population. Afford-X adds the missing economic layer: whether a household has the purchasing capacity to transact at your price point.
Two activation modes
Remove misaligned households. Concentrat...
Afford-X — Affordability Intelligence for Performance Media
Afford-X · Available on LiveRamp Data Marketplace
Affordability alignment for performance media
Modeled purchasing power — built on TransUnion financial data — that concentrates your budget on households with the economic capacity to convert, and removes those without it before the bid.
Data sourceTransUnion
DistributionLiveRamp Marketplace + Advanced TV
GeographyU.S. — national
DSP compatibilityTTD · DV360 · Amazon DSP
~30%of addressable households cannot afford the median DTC product
4.3×ROI on data cost when suppressing bottom 30% at $25 media CPM
10purchasing power tiers scored at the household level — not the device
0%probabilistic device-to-household translation required for CTV
The problem
Intent and affordability are different signals
Your DSP knows who browsed. Your algorithm knows who clicked. Neither knows whether the household behind that device can actually afford your product. Behavioral intent overstates purchase probability — especially in DTC, where aspirational shoppers, deal-seekers, and researchers generate engagement signals that look identical to buyers. The result is wasted impressions, unstable CPA, and an algorithm that keeps optimizing toward the wrong population. Afford-X adds the missing economic layer: whether a household has the purchasing capacity to transact at your price point.
Two activation modes
Remove misaligned households. Concentrate on high-capacity ones.
Afford-X covers both directions of the affordability signal — exclusion of economically ineligible audiences and positive targeting of the highest-propensity purchasing-power cohorts.
Affordability exclusion — suppression
Remove low-purchasing-power households from bid consideration before the auction. Available as cumulative exclusion pools calibrated to your product price point — the threshold for a $150 sneaker differs from a $600 home goods purchase. Applied as pre-bid exclusions in TTD, DV360, and Amazon DSP. True suppression — no impression is purchased, no media is spent.
At $25 media CPM: data cost represents 3.6–5% of total campaign cost while eliminating up to 30% of low-conversion reach
Affordability targeting — positive reach
Concentrate prospecting spend on the highest purchasing-power households in the addressable universe. Modeled economic capacity tells you which households are financially positioned to buy — not just interested. Use as a prospecting seed, a lookalike base, or a positive targeting pool alongside behavioral intent signals. Available for digital display and CTV.
Top 30% purchasing-power households: disproportionate share of DTC conversions across premium apparel, home goods, and travel verticals
Why this is different
Income bands are not affordability intelligence
Standard income segments
HHI $75K–$100K band
Static demographic tier
Same threshold for every product
Does not account for debt, obligations, or discretionary capacity
Inclusion-only — no suppression signal
vs
Afford-X purchasing power scoring
Modeled economic capacity at the household level
10 graduated purchasing power tiers
Calibrated to product price point — not a fixed income band
Reflects disposable capacity, not gross income
Both suppression and positive targeting signals
Household-native for CTV
TransUnion scores households. CTV delivers to households. No device-to-household translation, no probabilistic degradation. The signal arrives clean.
Price-point relative
A $150K household carrying heavy debt may not be your buyer. A $75K household with low obligations may be your best one. Afford-X models capacity, not income.
Platform-agnostic infrastructure
Distributed via LiveRamp's identity graph. Activates in TTD, DV360, and Amazon DSP without a separate data contract, DMP, or identity resolution layer.
Pricing
Data-only CPM, layered on media cost
All Afford-X fees are data-only and additive to media cost, DSP fees, and platform fees. Rates are flat across all purchasing-power tiers.
Digital display
$0.90
CPM · all tiers
Suppression and positive targeting at parity. TTD, DV360, Amazon DSP. Activates via LiveRamp standard marketplace.
CTV / OTT / Addressable TV
$1.25
CPM · all tiers
Household-level targeting via LiveRamp Advanced TV channel. $0.25 CPM LiveRamp Online Events pass-through separate and buyer-borne.
Ready to activate affordability intelligence?
Afford-X segments are live in the LiveRamp Data Marketplace today. Apply suppression or positive targeting to an existing campaign in minutes — no new accounts, no platform changes, no identity resolution overhead.