Research

Cresva builds agents that take actions inside advertising and commerce accounts. Almost everything written about that category, including by us, is a description of intent. A paper is where we are obliged to write down the method instead, and to write it down in enough detail that a reader can disagree with it on the specifics rather than on the vibe.

Three things go here. Standards, meaning a definition of what would count as evidence for a claim in this field, ours included. Measurements, meaning results from instruments we run in public, such as the brand index. And methods, meaning the mechanics of something we built, described closely enough to be reimplemented by somebody who does not have our code.

Every paper carries an identifier, a version and a date. The version moves when the argument changes, not when the wording does, and a superseded version stays reachable, because a citation that quietly changes underneath the person who made it is worse than no citation. Where a paper reports a number, the number comes with the method that produced it. Where we do not know something, the paper says so.

For the applied version of the same material, the guides cover what to do about it, and methodology covers how the product itself decides.