# House ads

URL: /workflows/plays/house-ads · Id: `play: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](/business/nouns/startup) on the [Portfolio](/business/nouns/portfolio)’s own [Sites](/business/nouns/site), docs and receipts. A house ad runs only when its expected value beats the host [Page](/business/nouns/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](/workflows/processes/launches), accountable to the [Marketing Team](/agents/marketing).

## Fits
| Fits | Value |
| --- | --- |
| Family | demand |
| Shelf | Compound: builds an engine that keeps growing (Grow) |
| Moves | [Play-sourced Customers](/agents/marketing#play-sourced-customers) |
| Motions | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c), [b2d](/business/motions/b2d) |
| Venues | [Portfolio network](/workflows/plays#portfolio-network) |
| States | [Live](/business/lifecycle/states/live), [Repeatable](/business/lifecycle/states/repeatable), [Scale](/business/lifecycle/states/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](/agents/marketing#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.