What is Wayward Boost Intelligence™?
Wayward Boost Intelligence™ is Wayward's proprietary audience targeting technology, built specifically for partnership advertising. It is automatically applied to all partnership campaigns launched through Wayward Boost - no configuration required.
The problem with traditional ad targeting
Standard Meta targeting is built for brand ads. It relies on interest categories, demographic data, and behavioral signals collected from Meta's own platform. When you run a partnership ad - content rooted in trusted publisher and creator recommendations - generic targeting misses the point. The audience that converts on a co-branded Mashable ad is not the same as the audience that converts on a standard brand creative, and traditional targeting has no way to account for that difference.
How Wayward Boost Intelligence™ works
Wayward has spent years collecting audience and conversion data across its publisher network, including major publishers like NBC, Mashable, and others. This data powers dynamic audience cohorts that are specifically built around real shopping and publisher behavior -- not generic interest categories.
On top of that, Wayward has developed a proprietary machine learning model that identifies the likelihood of a click converting to a purchase on Amazon and other retailers. Attributing a click to a retailer conversion is technically very difficult to do with precision, but Wayward's model achieves approximately 90% of the accuracy of a true 1:1 attribution signal. Those predicted conversion events are fed back into your Meta pixel, continuously strengthening your targeting signal over time -- not just for Boost campaigns, but for any Meta campaigns you run independently as well.
What this means for your campaigns
Rather than starting from scratch with cold audiences, your Boost campaigns tap into Wayward's targeting infrastructure from day one. The result is a warm, high-intent audience that is already primed for creator-led commerce - and a targeting signal that gets sharper the more you run.
Is any setup required?
No. Wayward Boost Intelligence™ is automatically applied to all partnership campaigns. Sharing your Meta pixel is strongly recommended to maximize performance - see Wayward Boost & Meta Pixel: FAQs for more detail.