CAL_PROTOCOL_02 // PROTOCOL_SPEC
Recency Decay + Cooldown Schema
Signals expire. We apply recency decay and cooldown windows so spend concentrates inside the evaluation window—not on accounts that researched 90 days ago.
Stale Intent Drives Wasted Reach
Without recency controls, accounts remain ‘in-market’ long after their buying window closes. You pay to re-target ghosts.
CRITICAL FAILURE MODES
- ✕ Accounts stay active long after evaluation ends
- ✕ Frequency accumulates with no stage movement
- ✕ Retargeting pools balloon and dilute performance
Recency Control Logic
TIME SIGNALS
Last High-Quality Intent Event Date
Engagement Velocity (events per week)
Stage Movement Indicators (CRM changes)
Frequency Exposure Count
Re-activation Triggers (new surge)
→
CONTROLLED OUTPUT
Active Window vs Cooldown
Logic: [Recency Half-Life] + [Velocity] → Active | Cooldown | Suppress
PLATFORM ON (DSP + Retargeting Controls)
We enforce time-boxed activation windows and automatically move accounts into cooldown when signal recency decays.
Rule: If LastIntent > 21 days → move to Cooldown_30d cohort
PLATFORM OFF (Manual Refresh Cadence)
We define refresh schedules and decay rules for your partner to execute with an accountable QA checklist.
Rule: Weekly refresh; decay 15% per week without new events
Artifacts You Receive
- ✓Recency Decay Model (half-life + thresholds)
- ✓Cooldown Cohort Definitions (30/60/90 day logic)
- ✓Re-activation Rules (what re-opens the window)
- ✓Frequency Guardrails (max exposures per window)
Implementation Steps
WK 1
Define evaluation window norms by vertical and deal cycle (baseline).
WK 2
Implement decay + cooldown cohorts and set refresh cadence.
WK 3
Audit spend on stale cohorts and tune decay thresholds for lift.