Why TLO?
Most optimisation is a backward look. TLO makes progress forward-looking: we pose a clear question, test it in-flight, then promote winners quickly. Over time, this compounds results.
Every flight funds a question. Every answer funds the next win.
The Loop (at a glance)
Test
- Define a crisp hypothesis tied to A.R.T.
- Pick one or two variables (e.g., environment, message, audience)
- Set guardrails (frequency, suitability, minimum reads)
Learn → Optimise
- Score outcomes with high-level decision rules
- Promote winners to always-on; pause low performers
- Document a short “learning card” for future plans
Deeper playbooks and example templates are shared during onboarding via our private creds packs.
Designing Good Tests (without giving away the secret sauce)
Keep it simple
- One question at a time; avoid overlapping variables
- Pre-declare what “good” looks like
- Use clean lines and consistent naming for auditability
Guardrails
- Suitability & fraud filters by default
- Frequency caps to avoid fatigue
- Minimum viable sample sizes before making calls
From Metrics to Decisions
We keep a lightweight KPI map so teams know which signals to watch for each test type—without publishing hard thresholds publicly.
Attention
- Time-in-view & completion signals
- Format & placement quality indicators
Relevance & Outcomes
- Context fit & audience intent signals
- Qualified sessions, leads, downstream conversion quality
See how we visualise this in Reporting and how we connect it to business impact in Measurement.
Cadence
- Weekly: micro-optimisations & guardrail checks
- Monthly: learning cards & next-test proposals
- Quarterly: playbook refresh & roadmap review
Tooling & Transparency
- Independent verification for suitability, fraud and attention
- Adserver as system of record for delivery & frequency
- Dashboards that surface TLO learnings by audience, creative and placement
Explore: Education Engine · Reporting Dashboards · A.R.T. framework
FAQ
Where do the detailed templates live?
We share hypothesis briefs, learning cards and rollout rules as part of onboarding (inside our client-only creds).
How fast do you promote winners?
Fast. We bias toward early signals that meet guardrails, then validate at scale with deeper measurement.
Want to run a pilot?
We’ll help you pick two high-impact questions and set up a clean, confidence-building test.