Co-marketing

1) Essence and goals

• Revenue and market share growth through audience and content synergy.
• Lower CAC/Payback due to shared assets and channels.
• Controlled risks/compliance when scaled into new geo/chains.
• Transparency of contribution and fair distribution of profits.

2) Roles and artifacts

Роли: Brand/Operator, Studio/Content, Affiliate/Network, Payment/Infra, Media/Creators, Compliance Gate, Auditor, Treasury/治理.

• Campaign RNFT contract: goals, budgets, rights, limits, windows, KPI, escrow/insurance.
• Creative bank: assets, localizations, co-branding rules.
• Attribution Hub: collection of postbacks/server events, dedup, MTA.
• Promo Registry: offers, coupons, missions/battle passes, prize pools.
• Telemetry Bus: tracing 'x _ msg _ id', 'campaign _ id', 'aff _ id'.

3) Joint budget and payment models

1. Co-Funded Pool: Total budget pool (B) from participants (i) with shares (\pi _ i).
2. Hybrid (CPA/CPL + RevShare/NPS): fixed for qualification + percentage of NR/NP.

3. Performance-Indexed: QF × payout, RiskAdj ×

4. Vesting/Cliff: Delayed portion until chargeback/finality windows close.
5. Uplift-Share: vs holdout increment split.

[
\text{Payout}_i=\omega_i\cdot \text{Pool}\cdot \text{QF}_i\cdot \text{RiskAdj}_i
]

where (\omega _ i) is the distribution key (share/contribution/reputation), (\text {QF }\in [0. 8,1. 2]).

4) Attribution and increment

MTA: data-driven (Shapli/Markov) + reporting (last/position/time-decay).
Holdout/Geo-split: true increment control.
Server-side postback + dedup: ULID/trace-id, one-time tokens.
Micro-contribution of channels: storage of shares for correct allocation of the budget.
End-to-end ID: DID/VC of the subject, 'click _ id '/' sub _ id', 'campaign _ id'.

Key metrics: CR, D1/D7/D30, ARPPU/LTV, Incremental CR/NR, CAC, Payback.

5) Offer policy and utilitarian routing

Utility(offer    route) =
wQ·Predicted_Quality(LTV,Risk)
- wC·Cost_per_acq
+ wP·Propensity_to_Convert
+ wG·Geo/PolicyScore

Invariants: compliance, RNFT quotas, frequency constraints, budget.

6) Co-branding and creatives

Co-branding guidelines: logo sizes, consistency, legal disclaimers.
Localization: language, payment methods, cultural artifacts.
A/B/n: value messages, visual, CTA, landing/pre-landing.
Missions/battle passes: stimulate engagement without "overfeeding" with bonuses.
Content rules: age restrictions, stop words, media blacklists.

7) Anti-fraud and brand safety

Bots/incentive farming: behavioral signatures, device graph, control tasks.
Coupon-arb/code-sharing: disposable vouchers, TTL, linked to DID.
Cookie stuffing/substitution: only server attribution, event signatures.
Brand Safety: whitelists of sites, automatic audit of creatives, stop cranes.
Dispute Flow: SLA processing, escrow/insurance pool, evidence base.

8) Privacy and compliance

DID/VC for participants and statuses; minimization of personal data.
ZK-proof thresholds (age/geo/sanctions) without disclosing details.
Export/retention policies: DA/egress routes, taxes/withholding.
Fail-closed: status doubt → quarantine/manual quorum.
Audit trails: unchangeable logs, signatures, pale pictures.

9) Campaign RNFT Contract

• 'goals': NR/NP, LTV uplift, share of new regions/chains.
• 'budget ': (B), contribution (\pi _ i), caps/frequency, windows.
• 'economics': payment model (CPA/CPL/RevShare/Hybrid), QF, RiskAdj, cliff/vesting.
• 'attribution ': click/view windows, MTA, holdout rules.
• 'compliance ': regions, age, sanctions, advertising policies.
• 'operations': roles, SLA postbacks/payouts, dashboards.
• 'risk ': escrow/insurance, S-pledge slashing.
• 'governance ': quorums, sunset, veto, appeals and reporting.

10) Observability and panels

Campaign Overview: трафик/CR, D1/D7/D30, ARPPU/LTV, incremental NR/NP.
Attribution & Dedup: models, windows, channel shares, conflicts.
Quality & Risk: fraud-score, dispute/1k, chargeback%, brand safety.
Economy: CAC, Payback, Cost/Req, QF contribution in payments.
Governance: queue of props, RNFT statuses, sunset edits.
Compliance: passing geo/age, export/retention.

11) Co-Marketing KPIs

Economy: CAC↓, Payback↓, NRR/GRR↑, share of re- vyruchki↑.
Increment: conversion uplift/NR vs holdout; share of new markets/chains.
Quality: D7/D30 uderzhaniye↑, ARPPU/LTV↑, vozvraty/chardzhbek↓.
Risk/Safety: fraud/dispute/1k↓, brand-incidents = 0, SLA postbacks.
Operations: vyplat↓ delay, MTA↑ accuracy, otchetnosti↑ stability.
治理: TTC propozala→apruv in SLA, the share of timely sunset otkatov↑.

12) Formulas and landmarks

Incremental CR = CR(test) − CR(holdout)

Uplift ROI = ((\Delta \text{NetRev} − \Delta \text{Cost})/\Delta \text{Cost})

Payback (дней) = CAC / Avg Daily Gross Margin per user

QF = (f(\text{retention}, \text{ARPPU}, \text{dispute/1k}, \text{chargeback%}))

Fairness (Jain) = ((\sum x) ^ 2/( n\sum x ^ 2)) by budget/disbursement

SuccessRate = (1 − (timeouts+errors)/requests)

Benchmarks: dispute ≤ 2-3%, chargeback ≤ 1-2%, Payback ≤ 90 days (B2C).

13) Implementation playbook

1. Initiation: objectives/geo/chains, risk/compliance audit, draft RNFT.
2. Data and attribution: DID/ULID, server postbacks, MTA windows, dedup.
3. Budget and economics: payment model selection, QF/RiskAdj, escrow/insurance.
4. Creative and localization: co-brand-hyde, A/B/n, languages/payments.
5. Traffic routing: utility profiles, caps/frequency, fairness.
6. Anti-fraud/Brand safety: signatures, whitelists, stop taps.
7. Dashboards: Campaign/Economy/Attribution/Risk/Compliance.
8. Pilot 2-6 weeks: holdout, increment, retro-calibration of bets.
9. 治理: publication of the report, forecasts for changing weights/windows, sunset.
10. Scaling: new regions/chains/partners, pricing automation.

14) Delivery checklist

• RNFT campaigns with goals, budget, windows and quorums
• Server attribution, ULID/trace-id, dedup/anti-fraud
• MTA + holdout/geo-split for increment
• Co-brand-guide, localizations, A/B/n plans
• Utility routing, caps, fairness and frequency limits
• Dashboards and SLA postbacks/payouts, reporting
• Escrow/insurance pool, S-pledge slashing
• Compliance: DID/VC, ZK proofs, export/retention
• Governance: proposals, sunset edits, appeals
• Pilot conducted, retro analysis and parameters calibrated

15) Glossary

RNFT: Relationship/Rights/Limits Contract and Campaign KPIs.
MTA: multi-touch attribution.
QF: quality multiplier in payments.
RiskAdj: adjustment for risk/incidents.
ULID/trace-id - end-to-end event ID.
Uplift/Increment: Incremental campaign effect.
Fairness (Jain): distribution fairness metric.

16) The bottom line

Co-marketing is the discipline of data, incentives and compliance. By connecting RNFT contracts, MTA/increment, utility routing and the QF economy, the ecosystem gets a manageable growth machine: budgets are spent where LTV is maximum with minimal risk and value, brands are protected, and profit sharing is transparent and fair.