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The Agentic CTV Platform
PurePlay
Creative Intelligence That Drives Every Media Decision
March 2026
PurePlay AIConfidential
In The News
AWARD
Convergent TV Award Winner
AI-Powered Creative Excellence. Beat out Amazon and Netflix.
CASE STUDY
Sunglass Hut: +17% Above Benchmarks
Holiday CTV campaign beat foot traffic benchmarks by 17%. Agentic optimization delivered +8 points of incremental lift vs. multimodal alone.
THOUGHT LEADERSHIP
AI's Industry Inflection Point
Leadership published with 10 industry partners on AI reshaping programmatic advertising.
Brands Winning With PurePlay
Florida Lottery Sunglass Hut LensCrafters NASCAR ShopRite Ecoversity Crossmedia mHealth Wegovy PMP Brand Brand Brand Brand Brand
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The Problem
Billions spent on CTV.
Most of it flying blind.
No Creative Intelligence
Creative is the last unmeasured layer in programmatic.
Most platforms optimize around your spot — not through it. The creative communicates real signals: tone, emotion, urgency, narrative. The algorithm never reads them.
No Context Awareness
Your premium brand message airs inside content that directly contradicts its tone.
Every tonal mismatch erodes the positioning you've built. The algorithm doesn't know what your ad says.
No Outcome Accountability
Measurement is months delayed. Your awareness media has no connection to real business outcomes.
Your competitors' AI optimizes every impression. You're still reading last Thursday's report.
The root cause
Creative intelligence and media execution live in different buildings. Nobody connects what the ad says to where it runs — or to what your competitors are doing in real time. Until now.
PurePlay AIThe Problem
What if every bid, every audience segment, every inventory decision
was informed by what your creative actually communicates — and what your competitors are leaving on the table?
What if creative intelligence and competitive intelligence drove every media decision in real time?
PurePlay AIThe Vision
The Complete System
Four Layers. One Closed Loop.
Nobody else has more than one of these. PurePlay connects all four, powered by an always-on outcome signal.
Layer 1 · Foundation
Multimodal Landscape Analysis
Creative Intelligence · Local & Competitive
Analyzes every frame, word, sound, and CTA of your creative. Maps competitor SOV across DMAs and publishers. Identifies what your brand is saying, what it's missing, and where the whitespace is.
Layer 2 · Optional Enhancement
Overlay Engine
AI-Generated CTV Overlays
Generates designer-quality CTV overlays driven by gap analysis. Fills messaging gaps with targeted variants per audience, geo, and daypart.
Layer 3
Context Harmony
Creative-Context Matching
Maps creative signal to content environments where each message resonates hardest. Computes a Harmony Score across ALL CTV inventory — not just FAST channels.
Layer 4 · Live
Impression Optimizer
Conversion Propensity Bidding
Evaluates each impression on conversion propensity. Bids aggressively on high-harmony impressions. Learns from every outcome.
Always-On Outcomes Loop
Live measurement feeds every layer. Every impression optimizes toward real business outcomes.
1P Data Cuebiq Adelaide Attain PurpleLab
PurePlay AIPlatform Architecture
The Deliverable
The Pulse Playbook
Uncover What Your Data Has Been Hiding
Pre-Flight
Before your campaign
Creative signal analysis
Competitive landscape audit
Audience strategy & bid targets
Know exactly where the opportunities are before spending a dollar.
Mid-Flight
While your campaign is live
Real-time performance signals
Optimization recommendations
Competitive shift alerts
Catch and act on every signal before your competitors do.
Post-Flight
After your campaign closes
Full attribution analysis
Measurement validation
Learnings that feed forward
Every campaign makes the next one smarter.
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Layer 1 · Multimodal Landscape Analysis
See Every Signal. Own Every Opportunity.
We read 60+ dimensions from your creative. We map your competitive landscape across every DMA and publisher. One layer drives every decision downstream.
What Your Creative Communicates
Visual Signals
On-screen presence · color emotion · movement energy
Audio Signals
Voiceover tone · music energy · emotional register
Transcript Signals
Messaging themes · narrative arc · language
CTA Signals
Urgency level · action type · conversion intent
60+ dimensions. Scored and indexed against your competitive set.
+
Where The Opportunity Lives
Market
Cedar Rapids, IA DMA ▼
Competitive SOV by Publisher
Competitor 1
Competitor 2
Competitor 3
Pluto TV
FAST
28%
9%
6%
43%
Saturated
Tubi
FAST
22%
8%
4%
34%
Heavy
Hulu
Prem
13%
4%
2%
19%
Moderate
Peacock
Prem
6%
3%
2%
11%
Moderate
Fubo
Prem
2%
1%
1%
4%
← Open
Competitors are concentrated on FAST (Pluto, Tubi) and avoiding premium sports. Fubo sits at 4% total — prime entry point before competition arrives.
Attack
Competitor SOV <5%. Enter first.
Defend
Strong competition. Counter with trust.
Neutral
Monitor for emerging opportunity.
Publisher Whitespace
Category leaders cluster on FAST. Premium lifestyle streaming carries 2.4× audience concentration with zero competitor presence. That's where we enter.
PurePlay AIMultimodal Landscape Analysis
Layer 2 · Overlay Engine
Every Creative Reveals Its Signal.
Gaps Identified. Overlays Generated.
Creative intelligence + competitive market data feeds the bid algorithm — scored to a propensity for your outcome before a single impression is placed.
01
Score the Creative
Score your spot + competitor spots across 60+ visual, audio, transcript, and CTA dimensions. Know what you're saying and what your competitors aren't.
02
Find the Gap
Cross-reference creative gaps with DMA-level competitive SOV. Where are competitors weak? What publisher whitespace exists in your key markets?
03
Generate the Overlay
Auto-generate HD overlays from a designer-built template system. One designer's eye, deployed at programmatic scale with gap-specific messaging.
04
Deliver by Signal
Deploy by audience, DMA, daypart, and competitive trigger. Your brand's message fills the whitespace your competitors left behind.
Optional Enhancement
Not every brand needs an overlay. But every brand benefits from knowing exactly which impressions would respond to one — and having the capability when the moment calls for it.
PurePlay AIOverlay Engine
CONTEXT HARMONY · IN ACTION
Right Creative. Right Content. Right Moment.
Base Spot
→
Gaps Identified & Filled
L-Bar Jackpot · Base Spot + Urgency Overlay
Trust/social creative (over-index 175) with urgency overlay filling the gap (index 36). Context Harmony matches this combination to Hulu's family drama environment.
96
SCORE
Bid Aggressively
Family Drama on Hulu
Weekday prime, 35-54 households, Orlando DMA
Social: 7 Trust: 6 Emotional: 8 Experience: 7
Hulu's family drama creates high social and emotional engagement. The creative's trust and community messaging resonates in ensemble storytelling. Premium, brand-safe, high completion.
PurePlay AIContext Harmony
Layer 3 · Context Harmony
Your Creative Has a Frequency.
We Find the Content That Amplifies It.
Everyone Else
Analyze the content
Ignore the creative
FAST channels only
No impression optimization
No overlay capability
No competitive intelligence
Context Harmony
01
Starts with the creative, not the content
Pulse Playbook scores your video across 60+ dimensions — including all four signal types — before a single impression serves.
02
Works across ALL CTV inventory
Uses publisher identity, content category, and program metadata. Not limited to FAST or any single data provider.
03
Matches creative + overlays to content environments
Computes a Harmony Score for every impression. Right ad, right modification, right content moment.
04
Feeds directly into the impression optimizer
High harmony = bid aggressively. Low harmony = pass. The loop closes on every single impression.
Harmony in Action · Example Brand
94
Lifestyle Content on Hulu
Brand's emotional and social signals amplified by premium lifestyle programming. High completion, brand-safe.
91
Food & Cooking on Discovery+
Product creative resonates in culinary context. Zero competitor presence on this publisher.
87
Sports on ESPN+
Heritage and energy signals align with sports culture. Strong completion rates.
18
Controversy & Negative News Content
Tonal mismatch. Brand's positive messaging conflicts with negative content environment.
Optimizer passes.
PurePlay AIContext Harmony
Layer 4 · Impression Optimizer
Every Impression Has a Propensity Score.
Connected to data partners' identity signals, every impression is scored for its likelihood to drive your desired outcome — before the bid is placed.
01
Identity Signal Ingestion
Connected to LiveRamp, Experian, TransUnion, and Nielsen identity graphs — real purchase intent and behavioral signals at the impression level.
02
Propensity Scoring
Every available impression is scored in real time. High propensity = bid up. Low propensity = pass. The algorithm self-improves with every campaign cycle.
03
Outcome Optimization
Define your KPI. We optimize every impression toward it — not just completion rates.
Supported Outcomes
Sales Lift
Purchase propensity
Foot Traffic
Store visit likelihood
Attention
Active view quality
Brand Lift
Awareness & recall
Script Lift
Rx intent (pharma)
Custom KPI
Your metric, optimized
The result: every impression has a higher propensity to drive the outcome that matters to you. Not just reach — relevant reach.
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Premium Inventory
Where Premium is Actually Premium
Direct Publisher Relationships · Premium Environments · Best-in-Class Brand Safety
Ultra Premium
Netflix Hulu YouTube HBO Max Peacock Disney+
Niche
HGTV Food Network AMC ESPN Discovery+ TNT
Core
Samsung Tubi Pluto TV Roku Fubo
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Proven Results · Third-Party Validated
Outcomes Clients Can Take to the CFO.
Foot Traffic
+17%
above benchmark
+9 pts
agentic vs. multimodal-only lift
Multimodal analysis only → +9% above benchmark
Full agentic optimization → +17% above benchmark
Measured by
ROAS
$10.94
Return on Ad Spend
#1
programmatic partner across all channels
Propensity-scored against purchase-intent signals, optimized toward in-store basket completion
Ranked #1 performing partner vs. all programmatic channels on ROAS
Measured by
PurePlay AICase Studies
The Next Step
Let Us Show You What Your Creative
Is Actually Saying
No commitment
No integration required
Signal-level intelligence you've never seen before
Request Your Pulse Playbook
We'll run a complimentary Pulse Playbook on one of your active CTV spots. You'll see your creative scored, your competitive gaps identified, your DMA whitespace mapped, and your audience segments surfaced. Ready in days, not weeks.
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