Moby Media Buyer (Coming Soon)

🚧 Coming Soon Moby Specialists is currently available to select users only. Features described in this article may not yet be live in your account. Stay tuned for updates!

Overview

Performance teams spend a lot of time checking dashboards, comparing platform-reported numbers, reviewing campaign performance, and deciding where to move budget next.

That work can be repetitive, and the signals are not always easy to reconcile. Meta, Google, Triple Whale attribution, blended performance, and business constraints may all tell slightly different stories.

Moby Media Buyer helps with that operating work.

It reviews paid media performance across supported channels, identifies campaigns or channels that may need attention, and recommends actions based on the data available in Triple Whale. Depending on your connected accounts, permissions, and approval settings, Moby can also prepare supported budget or status changes for review.

Moby Media Buyer is built for performance marketers, media buyers, founders, and growth leads who want a more action-oriented way to manage paid media performance.

Key terms

Moby Media Buyer: The Moby Specialist designed to help review and optimize paid media decisions across supported ad channels.
Return on Ad Spend (ROAS): A paid media efficiency metric that compares revenue to ad spend. Moby Media Buyer uses ROAS as a primary KPI, along with supporting metrics and guardrails.
Channel allocation: How spend is distributed across ad channels, such as Meta and Google.
Campaign allocation: How spend is distributed across campaigns within a channel.
Approval flow: The review process that lets you approve, modify, or skip recommended actions before they are executed, depending on your account settings and permissions.
Compass: Triple Whale’s measurement product for understanding performance across channels. When available, Compass can provide additional measurement context for Moby Media Buyer recommendations.

How Moby Media Buyer works

Moby Media Buyer follows a simple operating model.

Step	What happens
Review performance	Moby reviews available paid media and Triple Whale performance data across supported connected channels.
Identify opportunities or risks	Moby looks for places where spend, efficiency, pacing, or performance may need attention.
Recommend actions	Moby explains the recommended change, the signal behind it, and the expected impact.
Prepare for approval	Where supported, Moby can prepare budget or status changes for your review.
Execute approved changes	If you approve an available action, Moby executes it through the connected integration.

Moby Media Buyer is designed to support your media-buying workflow, not bypass it. You stay in control of material changes to your ad accounts.

What Moby Media Buyer can help with

Moby Media Buyer can help you:

Identify campaigns or channels that may be over-invested or under-invested.
Review paid media efficiency across supported channels.
Find campaigns that may need budget, status, or performance review.
Surface pacing issues against your spend goals.
Compare platform performance with Triple Whale measurement context.
Prepare budget or status recommendations for approval, where supported.
Explain the reasoning behind a recommendation before you act.

Availability of specific actions depends on your connected platforms, account permissions, plan, and rollout status.

Primary KPI and supporting signals

Moby Media Buyer is primarily focused on paid media efficiency.

Metric	How it is used
ROAS	Primary KPI for understanding paid media efficiency.
Spend	Helps identify budget pacing, scale, and pullback opportunities.
Revenue	Helps evaluate whether spend is driving meaningful business impact.
Conversion performance	Helps explain whether traffic is turning into orders or customers.
Attribution context	Helps compare platform-reported performance with Triple Whale measurement.
Business guardrails	Helps account for constraints such as budgets, goals, campaign scope, or risk tolerance.

ROAS is important, but it should not be the only signal used to make a media-buying decision. Moby Media Buyer may also consider supporting metrics and context when making recommendations.

Compass and Moby Media Buyer

Moby Media Buyer can use the measurement context available in your Triple Whale account.

If you use Compass, Moby may have access to additional cross-channel measurement context that can help inform recommendations. This can make budget decisions more grounded than relying on ad platform reporting alone.

You do not need to position Compass as required unless Product confirms that requirement. A safer framing is:

Without Compass, Moby Media Buyer can use the available Triple Whale and connected ad account data.
With Compass, Moby Media Buyer may have additional measurement context for cross-channel decisions.

📝 Note: Available measurement inputs may vary by account setup, connected integrations, and product access.

Supported channels

Moby Media Buyer works with supported connected ad platforms.

At launch, this may include Meta and Google, including Performance Max where supported. Channel availability can vary by account setup, permissions, and rollout status.

⚠️ Before publishing: Confirm the current supported channel list with Product. If Meta and Google are confirmed, this section can say:

Moby Media Buyer currently supports Meta and Google Ads, including Performance Max where available. Additional channel support may be added over time.

What approval looks like

Moby Media Buyer is designed around review and control.

When Moby recommends an action, you should see the proposed change and the reasoning behind it before deciding whether to approve it.

Depending on the action and your account setup, you may be able to:

Approve the recommendation.
Modify the recommendation.
Skip the recommendation.
Ask Moby to explain the recommendation further.
Review the expected impact or risk before acting.

For material changes, such as budget shifts or campaign status updates, you should review the recommendation before approving execution.

What to review before approving a paid media action

Moby Media Buyer is designed to support media-buying decisions, not bypass your team.

Before approving a material change, review:

The channel, campaign, ad set, or ad affected.
The current budget or status.
The proposed budget or status change.
The performance signal behind the recommendation.
Any Compass context, attribution context, or business logic used.
The expected impact and the review window.

⚠️ Important: Do not judge a paid media action immediately after it is applied. Budget and status changes may need time to pass through platform learning, attribution windows, and normal performance volatility.

When to use Moby Media Buyer

Use Moby Media Buyer when you want help reviewing and acting on paid media performance.

Good examples include:

“Which campaigns need attention this week?”
“Where am I overspending relative to performance?”
“Which campaigns look ready to scale?”
“Which campaigns should I consider pulling back?”
“Help me compare Meta and Google performance.”
“Prepare a budget recommendation for approval.”
“Show me the reasoning before I make a change.”

Moby Media Buyer is most useful when you have connected ad accounts, reliable tracking, and clear performance goals.

Important to know

Moby Media Buyer depends on the data and permissions available in your account.

Recommendations are only as strong as the connected data available to Moby.
Supported actions depend on your connected ad platforms and permissions.
Some capabilities may vary by plan, beta access, or rollout stage.
Platform-reported metrics and Triple Whale metrics may differ because they use different attribution methods.
Budget and status changes should be reviewed carefully before approval.
If tracking, UTMs, pixel events, or ad account connections are incomplete, recommendations may be less reliable.