Practice II — Capital
Paid acquisition and performance capital deployment on proprietary infrastructure.
Server-side measurement, attribution architecture, conversational layers, lifecycle systems. Twelve markets across EMEA, MENA, LATAM, APAC. The client owns the data; the platforms are tenants on the rail.
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Figures combine documented results from Meta Platforms via the Meta vendor network, Lisbon Hub (April 2021 – November 2023) with current Costantini & Partners operations. Engagement records available under non-disclosure.
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Performance media has spent a decade outsourcing the most valuable asset in growth — the funnel itself — to platforms whose interests are not aligned with the advertiser’s. Tracking signals have collapsed under iOS privacy regimes. Attribution has become an act of faith. Many agencies are resellers of vendor dashboards.
Capital & Performance operates the opposite model. The tracking, attribution, and conversational infrastructure underneath the engagement is designed and owned by the firm. Server-side, dual-pixel, ad-blocker-resistant, telemetry-first. The client owns the data; the platforms are tenants on the rail.
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Four operations on a single proprietary stack.
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Server-side tracking architectures resistant to client-side privacy regimes.
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Paid acquisition operated across Meta, Google, DV360, The Trade Desk with server-side CAPI and predictive modelling.
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WhatsApp Business and email engines integrated into the acquisition funnel under Parsifal WA and Maestro.
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Lifecycle modelling and audience design that compress acquisition cost over cohort lifetimes.
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Two interventions. Both measured.
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Performance runs on infrastructure authored in-house.
Every engagement in Practice II is operated against the proprietary technology stack maintained by Practice III. Six modules, in production, in closed source.
See the Consistory stack