Arm Candy has unveiled CYRIS, what the agency describes as an industry-first media intelligence platform powered by advertiser business data and Arm Candy’s proprietary media intelligence.
Designed to move beyond traditional attribution models and surface-level metrics, CYRIS was built to answer a question the agency believes matters most:
“If we invest X, what can we expect in Y?”
And according to Arm Candy Founder and CEO Jon Lods, “Y” means the outcomes that actually matter to businesses — sales, revenue, leads, and overall business performance.
“Advertisers are living in the past. Using the wrong data to solve the wrong problems,” said Lods. “The industry relies too heavily on irrelevant signals, flawed attribution principles, recency bias, with minimal to no utilization of actual business data.”
Built from Arm Candy’s historical investment data spanning traditional, digital, and retail media, CYRIS continuously studies the relationship between media investments and real business performance across hundreds of advertisers, thousands of campaigns, and countless market variables.
Powered by advanced AI applications, algorithms, and pattern recognition, the platform evaluates potential media scenarios and models investment strategies designed around statistically probable business outcomes.
“It started with one core principle: If you properly harness the past, you can accurately predict the future,” Lods explained.
The vision for CYRIS dates back to the founding of Arm Candy in 2019, with the agency gradually building the infrastructure and data foundation while waiting for AI and data synthesis technology to mature enough to support the concept.
“We’ve been building CYRIS for nearly a decade,” said Lods. “Not to solve advertising problems. To solve business problems. To solve the problems that actually matter, using the data that actually matters.”
As the platform evolves, CYRIS continues incorporating advertiser-specific business data, historical performance, market conditions, and macroeconomic variables to further personalize forecasting and media recommendations.
The agency says the goal is not simply to measure the past or analyze the present, but to help predict how businesses are most likely to perform across varying investment levels and media mixes.
“Revenue above ROAS. Incrementality. An advertiser’s business data should be the data that matters most,” said Lods. “How can anyone say they’re built to maximize business outcomes when their solution doesn’t start with an advertiser’s business data?”
While Lods acknowledges the platform is still evolving, he says CYRIS represents a major step toward more accountable, intelligence-driven advertising.
“It’s not perfect. We still have work to do. More to refine. More to learn,” he said. “But CYRIS is rooted in the data that matters. And in that principle lies the opportunity.”
“Welcome to a better, and more intelligent, world of advertising with CYRIS.”
