pLTV for customer acquisition

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Churney’s pLTV for user acquisition predicts each user’s future value from first-party data early enough to use it as a bid/optimization signal (aka conversion event). Those events and values are sent into Meta, Google, and TikTok so the platforms learn toward long-term value instead of short-window proxies (purchase, install, etc.). The same delayed-outcome scoring layer is also used to fine-tune models: predicted and realized value become the reward signal for reinforcement fine-tuning when business outcomes show up later.