How Zurla works
No ad ops. No optimization.
Just goals.
Say the outcome in plain words, and Zurla finds the route. Describe a recurring task once, and it runs on schedule. Your team keeps the relationships, the strategy and the final say.
How are we tracking against the +15% goal?
On track. Here’s what moved it this month.
- Raised floors on sports pages: +$0.42 per 1,000 views
- A new labeled native slot on recipe pages: +24% revenue per 1,000 views
- Native beat the sidebar banner: +18% for native
Each change tested before rollout+11.2% of a +15% goal
-
01 · No optimization
Say the outcome
Say what you want in plain words, like more revenue on pages that stay fast. Zurla finds the route and checks progress every hour.
-
02 · Workflows
Describe a task once
Zurla builds the workflow, runs it on schedule and waits for your OK wherever you ask it to.
-
03 · No ad ops
Hand over the night
Ad ops, the daily work of running ads, is Zurla’s job: setup, new buyers, tests and reports, day and night. Nobody has to be on call.
Illustrative data
The shape of a goal
Four parts.
One sentence.
A goal is the outcome you want, the date you want it by, the rules that always hold and the limits to stay inside. Say it the way you’d tell a colleague. Zurla, a frontier model built for advertising, reads it back, finds the route and checks progress every hour.
Grow ad revenue 15% by December 31. Always label native ads, no ads above the headline, and keep every page inside our speed budget.
Got it. Here’s how I read your goal. Each change I make starts on a share of traffic, and I check progress every hour.
- Outcome: ad revenue up 15%
- Deadline: December 31
- Rules: native ads labeled, nothing above the headline
- Limits: every page inside your speed budget
Goal setChecked every hour
Goal
PublisherPellbrook MediaApp developerBrindle BlocksAgencyCalderwick for Vantleigh HotelsRTB platformOrrinth Exchange
- OutcomeWhat you want more of
- Ad revenue up 15%Ad revenue up 12%7,500 hotel bookingsBids per auction up 20%
- DeadlineWhen you want it by
- By December 31By the end of the quarterBy the end of the holiday campaignBy the end of the quarter
- RulesWhat always holds
- Native ads always labeled · no ads above the headlineRewarded ads always opt-in · no interstitials before level 5Approved sites and Vantleigh’s brand rules on every buyThe same auction rules for every bidder
- LimitsNumbers to stay inside
- Every page inside the speed budgetD7 retention at 21% or better$40 or less per bookingLate answers under 1% · auctions in under 100 ms
Goal set · Zurla finds the route and checks progress every hour
Illustrative data
6 p.m. · End of day
Hand over the night.
Keep the decisions.
Ad ops, the daily work of running ads, is Zurla’s job, day and night. Pick your team and watch the evening hand-off: each line turns over as Zurla reports on that job.
I’m heading out. Who’s watching the site tonight?
I am. Everything’s on track, and I’ll message you if anything needs your call.
- Goals: +11.2% of +15%, next check at 7 p.m.
- Changes: the new recipe slot went live, no new code
- Formats: native against banner, now testing on 3 more slots
- Deals: December homepage deals drafted for your OK
- Reports: today’s changes explained, with what they earned
- On call: nobody needed; your brief is ready at 7 a.m.
Running hands-free0 people on call
- Goals: Tune floors and timeouts by handGoals: Set a goal in plain words
- Changes: Wait on a developer to move an adChanges: Ask Zurla; day-to-day changes go live with no new code
- Formats: Guess which format earns moreFormats: Native or banner, tested slot by slot
- Deals: Chase unsold ad spaceDeals: Direct deals found for your busiest pages
- Reports: Build reports every MondayReports: Every change explained, with what it earned
- On call: Keep an ad ops team on callOn call: No one on call: Zurla works through the night
I’m heading out. Who’s watching the game tonight?
I am. The holiday update ships tomorrow, and everything’s ready for it.
- Goals: +8.4% of your +12% ad revenue goal
- Changes: caps and pacing set for the update, no release needed
- Demand: new buyers for players in Asia Pacific, in the same auction
- Ad load: D7 holding at your 21% line
- Reports: revenue and retention in your 9 a.m. summary
- On call: nobody needed tonight
Running hands-free0 people on call
- Goals: Tune waterfalls and price tiers by handGoals: Set a goal in plain words
- Changes: Ship an app update to change ad frequencyChanges: Ask Zurla; caps and pacing change with no app update
- Demand: Update a separate SDK for every demand sourceDemand: One SDK, one auction
- Ad load: Guess how many ads players will put up withAd load: Ad load tested against D7 retention
- Reports: Stitch reports from every demand dashboardReports: Revenue and retention in one report
- On call: Keep someone on call through launches and eventsOn call: No one on call: Zurla works through the night
I’m heading out. Who’s watching our clients tonight?
I am, for all 60 clients. I’ll keep every campaign moving toward its goal overnight, inside each client’s rules, and have your morning summary ready.
- Briefs: Vantleigh’s January plan, ready for your review
- Deals: Tidebolt 36 of 40 in place; takeover awaits your OK
- Brand rules: Wrenquay’s rule set, ready for your sign-off
- Pacing: Velstead 7% ahead, forecast to reach its goal by Nov 27
- Questions: Vantleigh’s bookings answer, ready for you to send
- Reports: Monday’s reports ready for your OK at 8 a.m.
60 clients overnight0 tasks for your team tonight
- Briefs: Build every plan by hand, cell by cellBriefs: Send the brief; get the plan back in the chat
- Deals: Email publishers one by one for dealsDeals: Deals requested, tracked and replaced by Zurla
- Brand rules: Check brand rules site by siteBrand rules: Each client’s rules applied to every buy
- Pacing: Pacing sheets updated by hand every morningPacing: Goals in plain words; Zurla paces toward them
- Questions: Dig through dashboards to answer whyQuestions: Ask why, and get the answer with the data
- Reports: Spend Mondays building client reportsReports: Reports written on a schedule, sent after your OK
I’m heading out. Who’s watching the platform tonight?
I am. The 66 partner reports went out at 6, and everything’s in hand. I’ll message you if anything needs your call.
- Partners: Corrandel Bidder to 10% at midnight if the numbers hold
- Traffic: Kellowan’s deal, matching requests flowing
- Quality: Brisvale’s fake app traffic still kept out
- Peaks: Black Friday capacity in place in three regions
- Opportunities: EU West surge, Bidder D raised its limit at 4:40 p.m.
- Goals: next check at 7 p.m.; your brief at 7 a.m.
Running hands-free0 people on call
- Partner onboarding: Weeks of spec calls and test traffic for every new partnerPartner onboarding: Ask Zurla; partners tested and live in days
- Traffic: Requests skipped at random once a buyer hits its limitTraffic: Each buyer sees what it buys
- Quality: Invalid traffic found in last month’s reportQuality: Bad traffic kept out before the auction
- Peaks: Engineers on call through every peakPeaks: Capacity added ahead of the peak
- Opportunities: Spotted in next month’s reviewOpportunities: Zurla spots them and acts the same day
- Goals: Thresholds and rules tuned by handGoals: Goals in plain words; Zurla finds the route
Illustrative data
Who does what now
The daily work moves.
The decisions stay.
Do you still need an ad ops team? No. Zurla does the daily operations, and your people keep the relationships, the strategy and the final say. Here’s the split, team by team.
| Task | Zurla | Your team |
|---|---|---|
| Floors (minimum prices) | Sets and tests them toward your goal | Sets the goal and the rules |
| Deals | Finds openings and drafts direct deals | Sales keeps the buyer relationships and signs off |
| Formats | Tests native against banner, slot by slot | Approves new slots and layouts |
| Tests | Starts each change on a share of traffic, against a control group | Chooses what needs approval |
| Reports | Explains every change, with what it earned | Uses them for strategy and sales |
| Prebid | Runs your setup when Zurla hosts it | Keeps running your own setup if Zurla just bids |
| Nights and weekends | Keeps the work going, inside your rules | Nobody on call |
| Task | Zurla | Your team |
|---|---|---|
| Mediation | Runs one auction for every buyer in the SDK | Nothing to tune |
| Floors (minimum prices) | Sets and tests them toward your goal | Sets the goal |
| Caps and pacing | Changes them with no app update | Sets the D7 retention line |
| Rewarded offers | Tests new opt-in offers on a share of players | Decides what players can earn |
| Placement code and releases | Flags which changes need a release | Owns the code and ships the releases |
| Reports | Revenue and retention together, every change explained | Reads the results and sets the next goal |
| Launches and events | Keeps the work going, day and night | Nobody on call |
| Task | Zurla | Your team |
|---|---|---|
| Media plans | Turns each brief into a plan | Planners shape the strategy and sign off |
| Deals | Requests, tracks and replaces deals | Buyers keep the publisher relationships |
| Ads and tracking tags | Sets them up and checks each ad against the site’s specs | Shares each client’s ads and tags |
| Brand rules | Applies each client’s rules to every buy | Agrees the rules with each client |
| Pacing | Paces every campaign toward its goal, through the day | Sets each client’s goal and budget |
| Counts and reports | Matches counts with the client’s ad server and writes the reports | Account leads approve and send them |
| Approvals | Waits for your OK where you ask | Chooses which changes need approval |
| Task | Zurla | Your team |
|---|---|---|
| Partner onboarding | Tests new partners and brings them live | Signs the agreements |
| Traffic | Sends each bidder the traffic it buys | Sets the goals |
| Quality | Keeps bad traffic out before the auction | Sets the quality rules |
| Capacity | Adds capacity ahead of every peak | Plans launches and events with partners |
| Partner support | Answers partner questions with the data | Owns the partner relationships |
| Counts and reports | Matches counts and sends reports under your brand | Reviews what partners receive |
| Approvals | Waits for your OK where you ask | Chooses which changes need approval |
Every change is logged with its reason and can be undone in one click.
Workflows
Describe it once.
It runs on schedule.
Tell Zurla a recurring task in plain words. It builds the workflow, runs it on a schedule or whenever it’s needed, and waits for your OK wherever you ask it to. Pick one to watch it being built.
Every Monday, test native against banner in our slots and tell sales what won.
Built it. I’ll run it every Monday at 7 a.m. and ask before anything goes live.
- Scan your slots
- Test native against banner on 20% of traffic
- Keep the winners, with one-click undo
- Send sales a summary
Workflow liveEvery Monday, 7 a.m.
-
Every Monday · 7 a.m.
Test native against banner
Pellbrook Media · Publisher
- Scan your slots
- Test native against banner on 20%
- Keep the winners
- Send sales a summary
Asks before anything goes live
-
Every Thursday · 9 a.m.
Test a new rewarded offer
Sorrelby Games · App developer
- Scan every placement
- Test an opt-in offer on 10%
- Keep what holds D7
- Send the team a summary
Undo in one click
-
Whenever traffic surges
Send a surge where it sells
Orrinth Exchange · RTB platform
- Watch traffic against each limit
- Move the extra to bidders that buy it
- Send the bidder’s team the numbers
- Tell you what it added
A note from Zurla each time
-
Every day · 7 a.m.
Check pacing for every client
Calderwick · Agency
- Check each campaign against its goal
- Move budget to what’s working
- Keep each client’s rules
- Send you a summary at 9 a.m.
Inside each client’s rules
-
Every match day
Get sports pages ready for kickoff
Pellbrook Media · Publisher
- Forecast the crowd on sports pages
- Test higher floors on 10%
- Keep them if they earn more
- Back to usual after the whistle
Undo in one click
-
Every new country
Get the ads ready for a launch
Sorrelby Games · App developer
- Line up buyers for that country
- Set floors from opening-day bids
- Keep your 21% D7 line
- Tell the team when it’s live
No app release needed
-
Every day · 6 p.m.
Send every partner its numbers
Orrinth Exchange · RTB platform
- Pull the day’s numbers
- Match them with the partner’s counts
- Write the report under your brand
- Send it to the partner’s team
Under your brand
-
Every Monday · 8 a.m.
A weekly report for every client
Calderwick · Agency
- Pull last week’s results
- Explain what changed, and why
- Lay it out in your format
- Send it after your OK
Waits for your OK
Illustrative data
What your team keeps
Your people, on the work
that needs people.
Zurla takes the daily work off their plate. Your team keeps the relationships, the strategy and the final say, with every change in plain view.
The relationships
Clients, partners and buyers keep talking to your people. Zurla brings the numbers behind every conversation.
The strategy
Your team sets the goals, the priorities and the rules. Zurla finds the route to each one.
The final say
Choose what needs your OK, like new deals, bigger budget moves or anything sent to a client. Zurla waits for it.
Every change, shown
Each change starts on a share of traffic against a control group, is logged with its reason and can be undone in one click.
Questions
Good to know.
Plain answers about goals, workflows and what your team keeps.
Which goals can I set?
The outcome you care about, in your own words. Publishers set revenue goals, often with a speed budget. App developers grow ad revenue while D7 retention (new players still playing a week after install) stays at a line they choose. Agencies set reach (how many different people see a campaign), completed views (videos watched to the end) or a cost per outcome, like a booking or a new account. RTB platforms set goals for bids, quality and growth. Add a deadline, rules and limits, and Zurla finds the route.
What wins when a goal meets a hard rule?
The rule, every time. Brand rules, labels on native ads, opt-in rewarded ads and your speed budget hold on every route Zurla takes. Zurla finds the route inside them, and when a goal would need a rule to change, it tells you and leaves that call to you. More on the rules every buy follows: Brand safety.
How fast do results show?
Zurla starts work the same day. Each change runs on a share of traffic against a control group (a share left as it was), so you see what it earned before it rolls out. Quick changes, like a new floor, show within days. Slower signals, like D7 retention, take a week to read, so Zurla watches early signs such as day-1 returns too. Progress is checked every hour, and you can ask Zurla where things stand at any time.
Do I still need an ad ops team?
No. Zurla does the daily operations for publishers on the SDK or with hosted Prebid, for app developers on the SDK, for agencies and for RTB platforms. If Zurla just bids into a Prebid setup you run, your team keeps running the rest of it. Either way, your people keep the relationships, the strategy and the decisions, and can require approval for any change. See who does what, team by team.
Can my 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 can be undone in one click.
Can I change a goal later?
Any time, in plain words. Tell Zurla the new outcome, date or limit, and it plans the route again from there. Your rules stay in place until you change them.
How does Zurla understand a goal in plain words?
Zurla is a frontier large language model built for advertising. It reads a goal the way a colleague would, then turns it into the tests, settings and checks that get you there, and reports back in the same plain words.
Tell Zurla
your goal.
Book a demo and bring one outcome you want this quarter. We’ll show you the route Zurla would take, and the daily work it would take off your team.