House ads
House ads show sibling Startups on the Portfolio’s own Sites, docs and receipts when relevance beats the host Page’s own conversion value.
House ads show sibling Startups on the Portfolio’s own Sites, docs and receipts. A house ad runs only when its expected value beats the host Page’s own conversion.
Ratings
| Dimension | Rating | Reads |
|---|---|---|
| Scalability | 3 of 5 | medium: higher grows further with spend or automation |
| Cost | 1 of 5 | very low: lower costs less per Customer |
| Latency | 1 of 5 | very low: lower answers sooner |
Budget
| Property | Value |
|---|---|
| Tier | $0 |
| Minimum effective budget | $0 a month |
How it runs
Placements clear by expected value, never by money, and every house ad carries the common-ownership label. The Portfolio network is a borrowed audience, free to every sibling.
Processes
Runs as Launches, accountable to the Marketing Team.
Fits
| Fits | Value |
|---|---|
| Family | demand |
| Shelf | Compound: builds an engine that keeps growing (Grow) |
| Moves | Play-sourced Customers |
| Motions | b2b, b2c, b2d |
| Venues | Portfolio network |
| States | Live, Repeatable, Scale |
Loop
| Step | Value |
|---|---|
| Hypothesis | A sibling shown only when its relevance beats the host Page’s own value wins Customers without lowering the host’s conversion. |
| Measure | Play-sourced Customers over 30d, at least 100 observations |
| Learn | The learn step reads the Readout, records Evidence and a Decision, and drafts the next Variant. |
Example
A Startup selling invoice financing appears on the receipts of a sibling’s bookkeeping service. Receipt readers already run a business with invoices, and the slot converts at 1.8 percent.