- What am I actually paying for?
- Two things. Access — a standing place in the network, with the reporting and attribution wired up. And activation — the sampling waves, screen runs, app placements and creative that go out each cycle. The retainer covers both; media, sampling and creator payouts pass through at cost, itemised.
- Why a retainer and not a per-campaign fee?
- Because the loop compounds and a one-off does not. Attribution needs a few cycles before it tells you which lane acquires customers cheapest, and repeat rate is only visible over time. A one-off buy prices the exposure and throws away the part that earns.
- Can I pay on performance instead?
- Partly, and only through Amplify Assured. There we put outcome targets in writing — trials, qualified customers, repeat rate — and a performance fee sits on top of a reduced access retainer. It needs a Growth-tier footprint or above, because the targets are only honest with enough surface area behind them.
- Can I switch tiers or change activation lanes?
- Yes, at the end of any cycle. Most brands start with one activation lane, read the attribution, then move up once the numbers say the loop is worth closing. Moving down is the same conversation — we would rather keep the relationship than the line item.