Culture Hive Media Group and Subjective today announced a new Cultural Relevance score (CRS)™ powered decisioning capability available through Index Marketplaces that shifts CTV campaigns from static audience setup to autonomous, culturally intelligent optimization.
Programmatic CTV is one of the fastest-growing channels in digital media, yet most campaigns still rely on static audience definitions and periodic optimization. Culture moves faster than campaign workflows. Brands that can adapt to changing cultural signals in real time are better positioned to build meaningful audience connections.
“Culture isn’t static. It evolves constantly, and the technology supporting it has to keep pace. By partnering with Subjective and Index Exchange, we’re making our Cultural Relevance Score-powered segments available in real time, giving brands the ability to optimize with culture instead of reacting to it after the fact. ” said Joe Ligé, CEO and Founder, Culture Hive Media Group.
At the center of the offering is Culture Hive’s Cultural Relevance Score (CRS™), a proprietary framework designed to measure cultural relevance across social signals, behavioral patterns, community identity markers, and shared values. Unlike traditional audience scoring, CRS evaluates cultural fit at the impression level, scoring dozens of dimensions before a buying decision is made. It is a living metric that evolves as culture does.
“Our technologies analyze bid requests in real time to extract the exact cultural context of an impression before making a decision,” said Ashley Petrekovic, Co-Founder and COO of Subjective. “Pairing live CRS signals with historical outcomes data means the system does not just react, it anticipates. That is what autonomous optimization looks like in practice.”
Subjective’s decisioning engine continuously evaluates outcomes, predictive audiences, and contextual signals within the bidstream, while CRS™ provides a cultural relevance layer that helps determine how well creative and media align with the audience being reached.
“We’re committed to supporting strong partnerships that help buyers unlock greater value from programmatic advertising,’ said Steve Roach, Head of Business Development at Index Exchange. ‘Bringing CRS-powered cultural intelligence to the sell side through Index Marketplaces enables buyers to incorporate cultural signals into their media buying strategies, helping them scale more relevant and adaptive streaming TV campaigns while simplifying access to advanced curation capabilities.”
Now available through Index Marketplaces, buyers can access advanced cultural curation across global CTV inventory at scale, no manual segment building or monitoring required. As media becomes increasingly automated, cultural intelligence is emerging as the critical signal for campaign performance. This collaboration brings that signal directly into the buying process for the first time at scale.
