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What are brands in Concord

Brands represent your marketing entities and serve as the top-level organization for your campaigns and media plans. They provide a unified view of your advertising efforts across different DSPs and campaign types.

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How brands are created

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Auto-creation from DSP advertisers

Brands are automatically created when you connect DSP accounts to Concord:
  • DV360: Each advertiser in your DV360 account becomes a brand
  • Meta: Ad account structures are mapped to brands
  • Sync behavior: New advertisers are automatically added as new brands
This ensures your Concord workspace stays synchronized with your DSP account structure.

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Brand information

Each brand includes:
  • Name (can be customized in Concord)
  • Logo and visual assets
  • Domain and website information
  • Connection to DSP advertiser accounts

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Brand structure and relationships

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Hierarchical organization

Organisation
└── Brand (maps to DSP advertiser)
    ├── Media Plan 1
    │   ├── Campaign A
    │   └── Campaign B
    └── Media Plan 2
        ├── Campaign C
        └── Campaign D

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Cross-DSP coordination

One brand can coordinate campaigns across multiple DSPs:
  • DV360 campaigns for programmatic display and video
  • Meta campaigns for social advertising
  • Unified reporting across all connected platforms

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Brand context for the Concord Agent

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Brand-specific conversations

You can discuss brand-level strategy with the Concord Agent:
“What’s the overall performance for [Brand Name] this quarter?” “Which campaigns are driving the most value for this brand?”
“Create a new media plan for [Brand Name]‘s summer campaign” “How should we allocate budget across [Brand Name]‘s campaigns?”
“Show me all paused campaigns for [Brand Name]” “Optimize all [Brand Name] campaigns for better ROAS”

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Agent understanding

The Agent uses brand context to:
  • Understand business objectives specific to each brand
  • Maintain consistency across campaigns for the same brand
  • Apply brand-specific instructions and preferences
  • Coordinate cross-campaign optimizations

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Working with multiple brands

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Portfolio management

If you manage multiple brands:
  • Compare performance across brands
  • Allocate budgets based on brand priorities
  • Share insights and successful strategies between brands
  • Coordinate timing for major campaigns

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Brand-specific strategies

Each brand may have different:
  • Target audiences and demographics
  • Campaign objectives and KPIs
  • Budget constraints and spending patterns
  • Creative styles and messaging approaches
The Agent learns these differences through your instructions and conversations.
Keep brand names clear and consistent with your internal terminology. This helps the Concord Agent understand context when you reference brands in conversations.