Partnership Overview
AT&T × MomentScience
The Post-Transaction Revenue Layer
AT&T has a post-transaction revenue layer. It's live, and it's working.
$3.35M
Revenue Generated
54.1M
Impressions Served
~$2.4M
Annual Run Rate
3yr
MSA Since Dec 2025
Live Placement: Payment Confirmation
Payment Confirmation
The moment after a customer pays their AT&T bill.
Live Placement: Buy Flow
Buy Flow
The moment after a customer completes a device purchase.
Performance Results
$3.35M Generated From Moments AT&T Owns.
15 months. 2 placements. No personalization. No segmentation.

Industry benchmark CTR for post-transaction placements is ~1%.
Payment Confirmation is running at 3.7x that rate.
Buy Flow is running at 5.6x.
Personalization
Personalization Is Built.
The Integration Is Almost There.
The difference a first name makes.
Without personalization
With personalization
✅ MomentScience Platform
Fully configured and tested. Macros are confirmed operational; pre-launch testing validates integration works when data flows.
🔧 Payload Integration
We're working jointly to ensure firstname is consistently populated in the payload before the Moments request fires. Both teams are actively engaged. This is a shared integration step, not a blocker.
🔜 A/B Test Infrastructure
Building SSA tagging to track personalized vs. non-personalized impressions. Ready to deploy A/B testing to measure incremental value immediately upon consistent data flow.

Complete the integration and personalization goes live. No new placements. No new MSA terms.
Citi Card
The Citi Card Program
Credit cards are the strongest performing vertical in post-transaction advertising.
What Was Proven
Buy Flow Placement
  • Ran as an endemic CPC campaign.
  • Citi's own scorecard confirmed strong performance and outperformed category averages.
The Baseline Exists
  • Results were achieved before real-time optimization was even possible.
What's Ready
Proven performance baseline
Media proposal ready
Active Citi relationship
Real-time optimization now possible

There is a Citi meeting on March 12th. MomentScience will deliver the scorecard, performance data, and media proposal beforehand. Derek and Rajshree, this is yours to own from day one.
Payload & Targeting
AT&T's Payload Is Already Rich. Here's What's One Field Away.
✅ Already Sending
adpx_fp
User fingerprint. Frequency capping and deduplication already active.
theme_id
Branded AT&T experience. A1-Payment-Confirmation confirmed.
_location
City and state. Geo context is live in every request.
placement
Page-level analytics. Every impression is attributed.
🚀 One Field Away
firstname
Personalized creatives. "John, your reward is waiting." Macros confirmed operational.
tags: b2b / b2c
Business vs. consumer segmentation. Different offers to different customers. Already discussed.
zipcode
Local offer targeting. Overrides IP-based geo for precision.
confirmationref
Order-level attribution. Real-time CRM sync via conversion postbacks.
plan_type (custom)
FirstNet, unlimited-premium, prepaid, business-tier. AT&T knows this. No other publisher does. One field unlocks offer relevance at the plan level.
upgrade_eligible (custom)
The highest-intent signal in the AT&T ecosystem. A customer 30 days from upgrade eligibility is a different buyer entirely. Device accessories, trade-ins, carrier offers — highest CPM category.

Each of these is a single key-value pair. No new infrastructure. No new MSA. And if AT&T has other signals they want to pass — plan tenure, payment history, device model — the platform accepts any custom attribute. The payload is the unlock.
Expansion Roadmap
Same Infrastructure. New Pages. New Revenue.
Each new placement is a tag on a new page and a new revenue stream on the same contract.
Embedded Unit
Same page as the modal.
B2B and B2C segmented.
Exit Chat Moment
Post-resolution. Peak goodwill. Offer feels like a reward.
Usage Center
Customer returned voluntarily. Offer already live informally.
Expansion: Payment Confirmation
The Modal Works. The Page Has More Room.
Same Page and Moment
  • No new traffic
  • No new infrastructure
  • Customer is already there
Segmenting Capabilities
  • B2B/B2C can see different offers
Extra 48.5M Impressions
  • Payment Confirmation already generates $2.85M
  • Embedded unit runs after it
  • Same page, same contract
Expansion: Usage Center
The Customer Came Back. The Offer Is Already There.
Voluntary Return
  • No acquisition cost
  • No interruption
  • They came back on their own
Open State
  • No decision fatigue
  • No purchase anxiety
  • They got what they came for
Already Happening Informally
  • The moment is proven
  • Program just isn't formalized yet
Expansion: Exit Chat
Resolution → Gratitude → Offer.
Post-Resolution Moment
  • Customer came in frustrated
  • AT&T solved it
  • Highest-receptivity moment
Frame It As A Reward
  • "You unlocked a special offer"
  • Not ad copy but benefit delivery
  • Customer feels taken care of
Low Risk, Fast Pilot
  • Post-resolution, pre-window-close
  • No new infrastructure
  • The moment already exists
Expansion: Perkswall
Branded Offer Marketplace
Business
Consumer
Next Steps
The Next $2.4M Is Already In Motion.
Three Decisions. Each independent of each other.
1
Finalize Personalization
  • Who: AT&T engineering + MomentScience — both teams actively engaged
  • What: Finish payload configuration so firstname populates consistently
2
Own the Citi Reactivation
  • Who: Derek and Rajshree
  • What: MomentScience delivers scorecard and proposal beforehand
3
Placement Scoping
  • Who: AT&T product + MomentScience
  • What: Walk through the three identified placements, align on priority order