Partnership Overview
AT&T × MomentScience
The Post-Transaction Revenue Moment
AT&T has a post-transaction revenue moment. It's live, and it's working. MomentScience surfaces third-party offers on AT&T's owned digital pages at the moment of highest customer receptivity. After a bill payment. After a device purchase. AT&T earns revenue on every conversion.
$3.35M
Revenue Generated
54.1M
Impressions Served
~$2.4M
Annual Run Rate
3yr
MSA Since 2025

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Live Placement: Payment Confirmation
Payment Confirmation
The moment after a customer pays their AT&T bill.

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Live Placement: Buy Flow
Buy Flow
The moment after a customer completes a device purchase.

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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.

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Personalization
Personalization Is Built.
The Integration Is Almost There.
The difference a first name makes.
Without personalization
With personalization
✅ Platform Ready
  • Fully configured and tested
  • Macros confirmed operational
  • Pre-launch testing complete
🔧 Payload Integration
  • Both teams actively engaged
  • firstname must populate before the Moments request fires
🔜 A/B Test Infrastructure
  • Building session-level tagging
  • Tracks personalized vs. non-personalized impressions

Once firstname populates consistently, personalization goes live. A/B testing deploys immediately after.

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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 a native cost-per-click 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

Citi meeting: March 12th. AT&T owns the relationship.
MomentScience delivers the scorecard, performance data, and media proposal beforehand.

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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
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.
The platform accepts any custom attribute if AT&T has other signals they want to pass
(i.e. plan tenure, payment history, device model, etc.)

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Expansion Roadmap
Same Infrastructure. New Pages. New Revenue.
Each new placement is a new revenue stream.
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.

Payment Confirmation generates $2.85M on 48.5M impressions. Each new placement at equivalent engagement represents $500K–$800K in incremental annual revenue. Three placements: $1.5M–$2.4M in incremental upside.

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Expansion: Payment Confirmation
The Modal Works. The Page Has More Room.
Same Page and Moment
  • No new traffic
  • Customer is already there
Segmenting Capabilities
  • B2B and B2C see different offers
  • Square and business tools for business customers
  • Financial and lifestyle offers for consumers
Extra 48.5M Impressions
  • Payment Confirmation already generates $2.85M
  • Embedded unit runs after it

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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
  • Capital One offer is live on this page today.
  • The moment is proven
  • Program just isn't formalized yet

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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
The Moment Is Uncontested
  • No other offer is present post-resolution
  • AT&T owns the full screen
  • First mover on this placement

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Expansion: Perkswall
Branded Offer Marketplace
Customers actively looking. A branded AT&T destination. Same infrastructure.
Business

Consumer

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Next Steps
The Next $2.4M Is Already In Motion.
One priority. Two in parallel if bandwidth allows.
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

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