| name | high-velocity-advertising |
| description | High-Velocity Advertising (HVA) — the discipline for creative discovery at machine speed. CLEAR decision rule, the five-layer Stack, the Read Ladder, the two-clocks asymmetry, Benjamini-Hochberg correction, the Vault moat, and the Fit Boundary. The spec behind /hva, /hva-forge, /hva-lint, /hva-review, /hva-vault and the hva-desk agent. |
High-Velocity Advertising (HVA)
A framework for creative discovery at machine speed.
HVA is a system for generating, deploying, reading, and retiring creative hypotheses faster than competitors without destroying signal quality, by treating the platform's learning phase as a real-time market maker for creative discovery.
It belongs to the same family as PIBER (strategic narrative) and IDCF (product strategy): a named, mnemonic, teachable discipline. PIBER governs the story. IDCF governs the product. HVA governs the spend.
This skill is the spec. The discrete rules below become testable conditions in the commands (/hva, /hva-forge, /hva-lint, /hva-review, /hva-vault) and the hva-desk agent, and the deterministic checks in scripts/hva-score.py.
In this plugin, HVA is an engine, not a replacement. It runs parallel to the slow-craft /gtm lifecycle. One company can run both. Match the engine to the conversion, not to the excitement (see rules/guardrails.md → Fit Boundary).
Keystone Insight
The constraint was never creative production or the patience the learning phase demands. It is statistical resolution per dollar. The edge belongs to whoever reads a true leading signal on clean data faster than the crowd, because volume collapses variance only around a real edge and amplifies it around a false one.
You are not the latency arbitrageur trying to outrun the exchange. You are the market maker: you quote continuously, you give the algorithm the creative liquidity it needs, and you harvest the spread of discovery. You provide the options; the algorithm provides the reach; you read its first moves before the rest of the table looks up. The structure stays stable enough for it to keep learning.
Volume compounds a real edge and amplifies a fake one. That asymmetry is why CLEAR exists.
CLEAR — the decision rule
Five letters, the heart of HVA the way P-I-B-E-R is the heart of a case board. Each is a testable condition; see rules/the-desk.md for thresholds and scripts/hva-score.py for the implementation.
| Letter | Rule | One line |
|---|
| Clean | Trade only on server-side truth (CAPI, not platform-reported numbers alone). | No clean feed, no decision. |
| Lead | Judge on leading indicators (frequency behavior, the three relevance rankings, cost per micro-conversion), never first-window ROAS. | Read the algorithm's first moves, not the scoreboard. |
| Economics | Kill at roughly 3× target CPA spent with zero qualifying event. Thresholds are spend-relative to your CAC, never a borrowed impression count. | Bounded cost of being wrong. |
| Asymmetry | Cut fast on a single bad leading signal; scale slow, only after the true-conversion clock confirms. | Two clocks, deliberately mismatched. |
| Replication | A lone winner among many simultaneous tests is probably a multiple-comparisons ghost. Confirm with a correction (Benjamini-Hochberg) or a clean repeat before betting budget. | Don't crown a coin flip. |
The Stack — five layers
Read bottom-up. Each layer exists only to serve the keystone; remove one and the layer above it is trading on a lie. The keystone is bedrock, Layer 0 is the gate, Layer 4 is the moat.
flowchart BT
K["KEYSTONE INSIGHT<br/>Statistical resolution per dollar is the constraint,<br/>not production or patience.<br/>Volume compounds a real edge, amplifies a fake one.<br/>You are the market maker for creative discovery."]
L0["LAYER 0: THE INSTRUMENT<br/>Clean signal. Server-side / CAPI truth.<br/>The gate. No clean feed, no framework."]
L1["LAYER 1: THE FOUNDRY<br/>Creative supply. AI-generated diverse concepts.<br/>The fatigue-defeating edge."]
L2["LAYER 2: THE STRUCTURE<br/>Deployment. Consolidated, funded ad sets.<br/>Five or fewer creatives each. Test inside stable ad sets."]
L3["LAYER 3: THE DESK<br/>Decision logic. The Read Ladder plus CLEAR.<br/>Two clocks: cut fast, scale slow."]
L4["LAYER 4: THE VAULT<br/>Compounding. Winners library, creative families,<br/>first-party data. The moat."]
K -.->|"underwrites everything"| L0
L0 ==> L1
L1 ==> L2
L2 ==> L3
L3 ==> L4
classDef gate stroke:#16a34a,stroke-width:3px;
classDef moat stroke:#d97706,stroke-width:3px;
classDef key stroke:#64748b,stroke-width:2px,stroke-dasharray: 5 4;
class L0 gate;
class L4 moat;
class K key;
| Layer | Name | What it is | In this plugin |
|---|
| 0 | The Instrument | Clean signal — server-side / CAPI truth feeding everything. The gate, not a feature. The platform undercounts real conversions by default, so a dirty feed makes you fast and wrong. | skills/meta-ads/rules/pixel-setup.md, EMQ 8+ rules in skills/campaign-optimization/SKILL.md, CAPI fields in agents/data-analyst.md |
| 1 | The Foundry | Creative supply. AI generation producing genuinely distinct concepts (angle, hook, promise, proof, format), not variations of one idea. The durable edge: an inexhaustible supply that outruns fatigue. | /hva-forge → agents/creative-director.md + skills/neuro-testing/. See rules/the-foundry.md |
| 2 | The Structure | Deployment. Consolidated, adequately funded ad sets; five or fewer creatives each; Advantage+ / CBO allocating. Fund each concept enough to reach decision volume in hours. | skills/meta-ads/rules/campaign-structure.md + agents/campaign-operator.md. HVA shape: one concept per ad, ≤5 ads in one funded ad set — so insights get --ad-id reads a single creative |
| 3 | The Desk | Decision logic. Runs the Read Ladder and CLEAR. Converts the algorithm's early behavior into cut-or-scale calls at machine speed. | agents/hva-desk.md + scripts/hva-score.py. See rules/the-desk.md |
| 4 | The Vault | Compounding. Winners library, systematic fatigue rotation, creative families bred from confirmed winners, and the flywheel of proprietary judgment plus first-party data. This is the moat. | /hva-vault → .gtm/hva/vault/. See rules/the-vault.md |
The signals commoditize; the system and the data do not. Push the defensibility into the Vault by design.
The Loop
Forge, Deploy, Read, Decide (cut or compound), Refeed. Continuous. Every cycle's learnings re-enter the Foundry as sharper generation priors, so the supply gets smarter, not only faster.
flowchart LR
F["FORGE<br/>generate diverse<br/>creative hypotheses"]
D["DEPLOY<br/>consolidated, funded ad sets;<br/>stable structure"]
R["READ<br/>leading indicators,<br/>by volume not calendar"]
DEC{"THE DESK: CLEAR<br/>cut or compound?"}
X["KILL<br/>retire, or tag<br/>under-delivered"]
V["THE VAULT<br/>winners library,<br/>creative families"]
F ==> D
D ==> R
R ==> DEC
DEC ==>|"compound: confirmed by the slow clock"| V
DEC ==>|"cut: bad leading signal, fast clock"| X
V -.->|"learnings refeed as sharper priors"| F
X -.->|"retest best under-delivered in a cleaner batch"| F
classDef desk stroke:#2563eb,stroke-width:3px;
classDef vault stroke:#d97706,stroke-width:3px;
class DEC desk;
class V vault;
The Desk (blue) is the only decision point, and it runs CLEAR on every creative. Two exits, two clocks: a fast cut on any bad leading signal, and a slow promote that waits for the true-conversion clock before sending a winner to the Vault. Both exits loop back to the Foundry.
Three callers, one Desk. The loop is driven by three interchangeable read mechanisms — the on-demand /hva-review command, the hourly routines/hva-read-loop.md cloud routine, and the scripts/hva-watch.sh local watch loop. All three invoke the same Desk → the same scripts/hva-score.py → the same autonomy gate, so safety behaves identically regardless of cadence.
Autonomy modes
The Desk's authority is configured per-account in .gtm/config.json → hva.autonomy. Default is the safest. See agents/hva-desk.md for enforcement.
| Mode | Pauses (cut) | Budget increase (scale) | Use when |
|---|
recommend (default) | Recommends only — human approves | Recommends only — human approves | Building trust; matches the plugin's PAUSED-by-default culture |
cut-auto | Auto-pauses losers (saves money, fully reversible) | Recommends only — human approves | You trust the cut logic but not unattended spend |
full-auto | Auto-pauses losers | Auto-scales winners, bounded by scale_bid_cap_multiple (0.7×) and max_daily_budget_increase_pct (20%/day) | Mature account, audited loop, real machine speed |
Pausing only ever saves money and is reversible, so it is the safe direction to automate first. Raising budget spends money, so it stays gated longer. This mirrors CLEAR's Asymmetry directly.
The Fit Boundary
HVA is a tool with a domain, not a universal law.
- Run HVA where it wins: fast, cheap, well-tracked conversions. DTC, apps, info products, low-friction lead gen, fast purchase cycles, strong creative variation, and budget large enough to hit volume thresholds in hours.
- Do not run HVA where it loses: high-ticket B2B, long sales cycles, tiny audiences, weak tracking, low-budget accounts, regulated categories, delayed or offline conversion.
For the second list, run the opposite motion — the slow-craft /gtm lifecycle: a small number of high-craft concepts, reads measured in weeks not hours, lead quality scored by sales rather than lead cost scored by the platform, and the feedback loop running through closed-won data in the CRM. The HVA Phase-0 fit check warns and routes to /gtm when the account doesn't fit; the cloud routine can hard-block. Scoring rubric: rules/guardrails.md.
Naming discipline
The framework is High-Velocity Advertising (HVA). Do not call it High-Frequency Advertising: in the platform, frequency already names how often one person sees an ad, and the collision will confuse the operators you teach.
Rule files
| File | Contents |
|---|
rules/the-desk.md | CLEAR checks in full, the Read Ladder (1–2k / 2–5k / 5k+ impressions), the Diagnostic Table, the two-clocks asymmetry. The contract scripts/hva-score.py implements and is tested against. |
rules/the-foundry.md | Diverse-concept taxonomy and variety-over-duplication; how /hva-forge reuses creative-director + neuro pre-testing. |
rules/the-vault.md | Winners-library schema, creative families, cross-campaign priors, fatigue rotation, the multiple-comparisons philosophy. |
rules/guardrails.md | The failure modes HVA exists to kill → the /hva-lint checklist; the Fit Boundary scoring rubric. |
rules/evidence-base.md | The receipts: learning phase, signal loss, creative count, divergent delivery, multiple comparisons. |
Close
Most operators still think in calendar time. They wait, they watch, they let the machine work over days. HVA is the refusal of that wait — not by outrunning the algorithm, but by feeding it more honest options than anyone else can, and reading its first moves before the rest of the table looks up. Speed is not the edge. A real edge, executed at speed, is the edge. The market maker does not predict the next tick. He is simply already there when it prints.
