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MARKETPLACES · VERTICAL PLAYBOOK
Two-sided liquidity,
engineered.
Marketplaces live or die on supply–demand balance. We run acquisition on both sides against liquidity gates, not vanity signups - with cohort-based bidding per geo, category, and role.
NORTH STAR
Contribution margin per active user, gated to liquidity thresholds per geo.
Channel mix.
Directional - tuned per account
Google (Search + PMax + Discovery)
35%
Meta
30%
TikTok
15%
Programmatic + OOH (supply)
20%
The playbook.
Four workstreams
STRUCTURE
Two-sided campaign split, geo-gated launches, supply-first in cold cities, demand-first in dense ones.
CREATIVE
Role-specific hooks (buyer vs seller / rider vs driver), category-native imagery, testimonial UGC.
SIGNAL
First-active-event optimization per side, cohort return-rate feedback into bids.
SCALE
Liquidity dashboards feeding budget allocator; kill switch when supply–demand imbalance exceeds thresholds.
Measurement
Geo-holdout on both sides, cohort MMM by city, contribution margin per active cohort as the P&L number.
Benchmarks we operate against.
Directional · 2025–26
Two-sided CAC ratio
1 : 2.4 (demand : supply)
60d active rate
28–42%
Geo-lift budget savings
18–25%
Supply reactivation ROI
3–6×
The world we're running in
Demand
Supply
Liquidity
Exchange
Instrumentation stack
SegmentAmplitudeMixpanelSnowflakeHexLooker
MARKETPLACE LIQUIDITY MODEL
CAC cut 33% while active-both-sides grew 2.1×
Split budgets by city liquidity state, held out supply campaigns in over-saturated geos, and rebuilt attribution around 60-day active rather than signup - grew both sides without buying dead accounts.
NAMED CASE FILES PUBLISH WITH CLIENT CONSENT
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