# Core Concepts

XOOB is built around a simple principle:

attention is valuable - but verifiable product impact is stronger.

To connect both layers, XOOB uses three core components:

* ImpactShare - measures creator influence and contribution
* CPA Pool - rewards verified user actions driven by creators
* On-chain Attribution - makes the impact transparent and verifiable

Campaigns on XOOB can run in two formats:

1. ImpactShare Campaigns
2. ImpactShare + CPA Pool Campaigns (ImpactShare + performance incentives)