From Impressions to Outcomes: Designing Edge for ROAS-Obsessed Marketers

In a world where ad budgets are under scrutiny and growth metrics are tied to every dollar spent, impressions are no longer enough. Marketers are being asked harder questions: what did we get for what we paid? How much did it move the needle? Yet, too many DSPs still measure success in reach, not in return. That disconnect between exposure and outcomes is where most programmatic tools fall short — and where Edge was purpose-built to perform.

At Cubera, we designed Edge for the kind of marketer who wakes up thinking about ROAS and goes to sleep refreshing campaign dashboards. The ones who do not care about vanity metrics but want a system that gives them control — over budgets, bids, cohorts, and outcomes. Edge lets you plan and optimise toward real business KPIs — whether that is CAC for a D2C brand or LTV across a multi-touch funnel. You can suppress wasteful impressions, cap frequency intelligently, and allocate budget dynamically — not in postmortems, but in real time.

What truly sets Edge apart is how deeply it integrates with your first-party data and CRM intelligence. Instead of relying on cold lookalikes, you can build warm, conversion-primed audiences directly inside Edge using Cube, and measure their actual downstream value using Hedwig’s live data access. And because you are not waiting for a lagged reporting window or a static attribution model, performance loops tighten. Faster decisions. Smarter campaigns.

In a beta run with a D2C RMG brand, Edge helped reduce CPA by 65% — not through a miracle algorithm, but through real-time bid control, suppression list hygiene, and intent-based audience design. That is the difference when a DSP is engineered not to impress, but to convert.

For performance marketers tired of spinning wheels inside glossy dashboards, Edge is not just a media tool — it is your growth stack, wired for outcomes.