What does Zurla do for an agency?
Zurla runs the media work for each of your clients, in a conversation. It turns a brief into a media plan (audience, reach, budget and flight, the campaign’s dates, by site and week), books ad space on premium sites and apps, meets each client’s brand rules, paces every campaign toward its goal, answers why with the data and writes the reports. Your team directs it in plain words.
Is it really all done through chat?
Day to day, yes. You ask Zurla, and it acts, then tells you what it did and what changed. Plans, deals, pacing and reports also appear in Zurla’s dashboards, so your team can check every number for itself. Zurla is a frontier large language model, built for advertising.
Do we still need an ad ops team?
No. Zurla does the daily operations (ad ops): building plans, requesting and tracking deals, setting up each client’s ads and tracking tags, checking ads against each site’s specs, checking brand rules, pacing, matching delivered counts with the client’s ad server and writing reports. Your planners, buyers and account leads keep the client relationships, the strategy and the decisions, and can require approval for any change.
How does Zurla book media for our clients?
On your clients’ behalf, through the deals your agency already has and new ones with publishers of premium sites and apps: guaranteed campaigns (views reserved ahead at a fixed price), private marketplaces (auctions a publisher opens to buyers it invites) and direct deals (fixed prices, with no views reserved), plus open auctions (auctions open to any buyer) where a client’s plan allows. Zurla books through the deals and buying setup your team approves; how it works alongside the buying platforms you use today is agreed during setup.
How are each client’s rules and data kept apart?
Each client has its own rule set, goals, budgets, data and reports. Zurla applies a client’s rules whenever it acts for that client, and a change for one client never touches another. Your team decides who can see and act on each client.
How do you keep brand rules and invalid traffic in check?
Zurla checks each placement against the client’s suitability list (the sites and topics the brand accepts) and blocked categories: page by page before it bids in auctions, and through each publisher’s exclusions on guaranteed and direct deals. It checks that the seller is authorized to sell that ad space, and it filters invalid traffic (requests from bots or data centers rather than people) by not bidding on known sources. Checks continue after ads run, and sites that fail them are left out of later buys. Already work with a verification company (an outside firm that checks where ads ran and who saw them)? Its signals can feed the same checks.
Which goals can we set?
The outcome a client cares about: reach (how many different people see a campaign), completed views (videos watched to the end) or a cost per outcome, like a booking, a sign-up or a new account. Add limits such as a cost per 1,000 views or a frequency cap (a limit on how often one person sees an ad), and name a launch week to lean into. Zurla finds the route.
Can our team approve changes before they go live?
Yes. Choose what needs approval, such as new deals, budget moves above an amount you set or anything sent to a client, and Zurla waits for your OK. Every change is logged with its reason, and setting changes like budget moves, caps and block lists can be undone.
What do clients receive?
Weekly reports, end-of-flight wrap-ups and plans, written per client in your agency’s format and sent by your team, or by Zurla on a schedule you approve. When a client asks why, Zurla drafts the answer with the data behind it.
Where do the numbers come from?
From the campaigns themselves, checked against the counts from each client’s ad server (the system that delivers and counts its ads) and verification company (an outside firm that checks where ads ran and who saw them), so counts are matched as campaigns run, not at month-end. Reach across sites is an estimate. Every figure on this page is illustrative, and Calderwick Media Group, its clients and the sites named here are fictional.