Master audience, free to draft
Build, suppress, and tier your audience before you spend a dollar.
Compare
iCustomer outperforms Metadata.io.
iCustomer is the Metadata.io alternative that enables your audience in every channel, never your campaigns or creatives. No vendor UI. No percent-of-spend ad tax.
Capability
iCustomer
Metadata.io
What this changes for you
Decisioning framework
FIRE scoring (Fit, Intent, Recency, Engagement) tied to a Goal -> KPI -> Target model
Self-driving paid social experiments; no decisioning layer
Reach your best buyers, not just your most reachable
Where audiences run
Sync into your ad accounts. We propose; you approve.
Runs inside Metadata's UI; campaigns sit behind a vendor layer
You keep every lever: bid, creative, budget, brand safety
Operating model
Goal -> KPI -> Target -> Campaign -> Activation -> Outcome
Experiments and audience lists, loosely linked
Every campaign is tied to a measurable goal from day one
Audience architecture
OneSource immutable IDs you own, with a pre-unified signals waterfall
Per-experiment audience lists you rebuild each time
No double-spend on the same lead across campaigns
Pricing model
Audience-based fee with usage tiers. Zero percent of spend.
Platform fee plus 2-5% of media spend
Growth does not tax itself
Time to first activation
Days. Trial begins on first sync.
6 to 8 week onboarding
Ship this quarter, not next
Measurement
Causal measurement loop with Decision Traces
Click attribution within the Metadata UI
See why a campaign worked, not just that it did
Channels
Meta, Google Customer Match, LinkedIn, Reddit, CTV via The Trade Desk, TikTok, and more
Meta and LinkedIn primary; thin Google support
Reach known buyers across paid social, search, and CTV
Days
From signup to first paid activation
vs 6-8 week onboarding
100%
Of interactions observed, human and AI agents alike
0%
Of media spend taken as platform tax
Who's a good fit
iCustomer is ideal when...
- You want audience scoring tied to a goal model, not self-driving experiments
- Your team owns the ad seats and wants to keep that control
- Finance needs to see decision lineage, not just click attribution
- You want first-party audiences flowing into The Trade Desk, not a vendor ad UI
- You want flat platform pricing with no percent-of-spend tax
- Launch is in days, not a 6 to 8 week onboarding window
Metadata.io may fit when...
- You want a self-driving Meta/LinkedIn experimentation tool and are comfortable with a vendor-owned UI
- A percent-of-spend pricing model is not a blocker
- A 6 to 8 week onboarding window aligns with your planning cycle
- You do not need goal-tied audience scoring or a goal-to-outcome campaign model
- You are comfortable with audiences and campaigns living inside the vendor's system
What you get on day one
Goal-tied audience scoring
iCustomer's decision framework, applied to your CRM the moment it connects.
Native sync to your ad accounts
Audiences land in your Meta, Google, LinkedIn, Reddit, and The Trade Desk seats.
Decision lineage built in
Every activation traces back to the goal, KPI, and target it serves.
Integrates with the data clouds, CRMs, and ad platforms your team already runs on
Turn your data
into outcomes
Start free with Audience Loop. Or talk to us about
a Platform pilot on your own data warehouse.