Compared with the ad platforms’ own AI campaigns

They’re good at what they do: finding buyers inside their own platform, with signals no one else can see. But each works only on its own platform, sets its own limits and reports its own results.

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One situation, two ways

Gift sets carry the best margin

A coffee roaster’s roast-date ads were winning first orders for $8 less than the control, and its gift sets carry its best margin. The money sat in broad coffee campaigns on two platforms.

Platform AI

Each platform’s AI keeps optimizing inside its own campaigns, weighing products by the values you send it. Neither moves money out of the other platform’s campaigns.

Heraldic

The New Customers agent proposed moving $60 a day from broad coffee campaigns to the Holiday Blend and gift sets, across both platforms, at the same total. One campaign would move 97%, more than the 50% that needs you, so it waited for your approval.

What it does well

The platforms’ AI campaigns are better than their reputation. Fed your conversions, including offline ones, and set to bid toward value, they find buyers well, and they read your product feed, stock included. What they don’t see is your email or what you spend elsewhere.

Targeting and bidding inside its own platform, with data no one else has.
Bidding toward conversion value, using value rules and offline conversions you import.
Finding placements and formats you’d never set up by hand.
No cost beyond your ad spend.

Where it stops

1It optimizes for the conversions it counts and credits to itself, even with value rules and imported conversions.
2It works on one platform, so it can’t move money between ad platforms or coordinate with your email.
3It sees your product feed and stock, but not your stock plans, your margin by line, your email or your other ad spend.
4It explains results in summary reports rather than one decision at a time.
5It follows each campaign’s own budget. There is no shared limit across channels.

Side by side, with cost and time.

The ad platforms’ AI compared with Heraldic, row by row
Question	The ad platforms’ AI	Heraldic
Across channels	One platform each	One set of rules, one contact policy, one record
What it optimizes	The conversions it counts, inside one platform	Your conversion events, each valued by what it’s worth to you
Who sets the limits	The platform	You, and the software holds them
Stops at your limits	Its own campaign budget	Checked by software before every change, and again on approval
Video and large-scale creative	Your uploads, plus its own variations	Still images from your approved library; video you upload sits beside them
Explains itself	Summary reports	A record of every action, with its reason
Holds your credentials	It is the platform	Agents never do. Only the executor, the part that makes changes, holds them
What it costs	No fee beyond your ad spend.	Not set yet. Ad spend goes straight to the ad platforms
Time to a first result	A learning period after each significant change, then continuous optimization.	Set by your funnel: at a store with daily orders, a test can be called in two weeks; a lead-generation funnel takes longer.

When to choose it instead

If you advertise on one platform, trust its conversion count, and don’t need to know why it made each decision.

Using both

They work well together. Agents work through the platforms and their campaign types: an agent can propose budget, pause and resume changes for an AI campaign, and judge it on your own conversion data alongside everything else.

Questions about this comparison

Doesn’t value-based bidding already optimize for profit?

It optimizes for the values you send it, inside one platform. Agents decide how much each platform and campaign should get, judging each sale by what it’s worth to you: order value, margin, or any value you send with the event. With your stock data connected, they read it when they plan.

Will agents replace my AI campaigns?

No. They work through the campaigns you already have. Launching a new campaign is a proposal that waits for your approval by default.

Whose conversion count wins?

Each platform’s own count steers that platform’s bidding. Decisions across channels, like moving budget from one platform to another, are based on your own conversion events.

Other comparisons

Keep the platforms’ AI campaigns. Put one set of rules across all of them.

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