- VEO — Vertical Equilibrium Optimisation
- The branch of Equilibrium Theory that ranks advertisers by whether they can actually serve demand, instead of by who bids the most.
- VES — Vertical Equilibrium Score
- A live score combining relevance, consumer experience, workforce stress and financial velocity. A higher VES means a business has healthy spare capacity.
- Tripartite telemetry
- Three anonymised capacity signals — workforce stress, financial velocity and consumer serviceability — that feed the equilibrium engine. No personal tracking is involved.
- Pooled intent
- Search demand is grouped at the vertical level rather than tied to individuals, so matching happens without persistent per-person profiles.
- Calibration timeline
- The mandatory 90-day onboarding sandbox: Month 1 equal exposure diagnostics, Month 2 UI/UX remediation, Month 3 telemetry sync — the engine only goes live on Day 91.
- Equal Exposure Sandbox
- Month 1 of calibration. Every participant gets identical impressions so conversion friction can be measured on a level playing field.
- UI/UX Remediation
- Month 2 of calibration. Businesses fix page speed, core web vitals and design flaws until they meet the vertical's mean conversion benchmark.
- Telemetry Sync & Launch
- Month 3 of calibration. Accounting and workforce baselines are established, then the Rotational Equilibrium Engine activates.
- Rotational Equilibrium Engine
- The live ranking system that rotates exposure across a vertical pool so demand flows to whoever currently has capacity to serve it well.
- Signal decay
- Raw telemetry is reduced to low-resolution state signals, burned on write, and dormant signals auto-delete after 90 days.