Pure Dating App Turns to Programmatic CTV in Major Rebrand Push

Dating app Pure has made its first foray into connected TV (CTV) advertising in the United States as part of a broader rebrand aimed at shifting consumer perceptions.

Launched in 2012 as an anonymous hookup platform, Pure has since repositioned itself as a mainstream dating service emphasizing consent, safety, and sexual openness. The pivot reflects a growing effort to distance the app from its early reputation and appeal to a wider user base.

As part of its “Pleasure is Power” campaign, Pure has invested in CTV placements targeting Gen Z audiences in urban centers like New York and Los Angeles. According to director of integrated marketing Chantal Pesulima, the initiative is less about immediate performance than about long-term brand lift, particularly with younger demographics.

Pure’s in-house brand team, established five years ago and expanded under Pesulima in 2024, has focused on integrating acquisition and branding into a multi-channel strategy. The company now reports a 50/50 gender split among users, a rarity in the dating sector and the result of deliberate campaigns to attract more women to the platform.

While traditional social channels often restrict advertising for dating and sexual wellness services, CTV presented a different challenge. Major publishers like Hulu and Netflix declined to carry Pure’s ads, citing concerns about its past positioning. As a result, the company turned to programmatic buying, securing placements across ad-supported streaming platforms including The Roku Channel, Sling, Fubo, and YouTube.

Pesulima said the rebrand is designed to help future negotiations with publishers while reframing Pure’s image in the crowded dating market. “What we’re trying to do with everything that we do is change the perception and move away from the stamp that we got from years ago,” she noted.