Proxima connects to an e-commerce store and analyses who actually converts, then uses that to inform advertising rather than leaving targeting to platform algorithms alone. The distinction it draws is between reach and conversion: plenty of ad spend buys attention from people who were never going to buy.
Its output feeds creative as well as targeting, producing data-backed briefs rather than only audience segments. That is the more useful half, because creative is now the main lever advertisers control, since platform targeting has become increasingly automated and opaque while creative decisions remain fully in the advertiser's hands.
It requires an existing store with meaningful conversion history to analyse, so it suits established e-commerce operations rather than new launches. Brands spending significantly on paid social get the clearest return, since the insight only pays back against real budget.
