Buyer-side acquisition · for brands
Stop bidding for impressions.
Bid for customers.
PULL turns qualified buyer demand into an acquisition market.
You define what a verified customer outcome is worth — and pay only when it happens.
Join the PULL brand pilot →Concept preview · no live market
How the market works
From buyer intent to verified acquisition.
PULL turns active buyer demand into a market brands can compete in — after the buyer’s product requirements have already been satisfied.
Qualified demand enters the market
A buyer agent identifies an active purchase opportunity and admits only products that meet the buyer’s requirements.
You set the economics
Define the maximum value of the customer outcome you want to acquire.
You pay for the verified outcome
The acquisition payout is triggered only when the defined outcome is verified.
Illustrative acquisition example
You set the ceiling.
The market finds the price.
You define the economics. PULL clears the market.
Traditional paid acquisition lets you optimize toward a target. But realized CAC still emerges from auction prices, campaign performance, conversion rate and attribution.
With PULL, you define the maximum amount you are willing to pay for a specific verified customer outcome before the market clears.
- 01You set the maximum amount you are willing to pay.
- 02Qualified brands compete.
- 03The winning outcome clears at or below the ceiling you defined.
Traditional paid acquisition
Your realized CAC is an outcome of auction prices, targeting, creative, conversion rate and campaign performance.
Attributed customers
≈111
Based on €4,000 / €36 observed CAC
You can optimize toward a target.
Your realized CAC is measured after acquisition.
PULL acquisition market
Verified purchase
€27 MAX
You decide what this outcome is worth before the auction. PULL never clears this outcome above the ceiling you define.
You set the ceiling.
The market finds the price.
€36 is an illustrative observed CAC from an existing paid-media campaign. €27 is an illustrative maximum acquisition value chosen by the brand. The two are different measures, not a before/after comparison.
Illustrative mechanics only — not PULL performance data.
Concept panel · illustrative
See the demand before you bid.
Live demand event
Example
- Category
- Road running shoes
- Purchase state
- ACTIVE
- Price range
- €120–160
- Product requirements
- QUALIFIED
Example brand bids
- HOKA€31
- ASICS€24
- NIKE€19
Your maximum acquisition value €35
Eligible to bidAll companies and values are illustrative examples. They do not indicate that any brand uses PULL or real bid levels.
Merchant bid engine
Every customer is different.
Your acquisition economics can be too.
Brands decide what different customer outcomes are worth. PULL handles the market.
Customer status
Know what kind of customer you're acquiring.
Existing customer
Lower acquisition value
Lapsed customer
Reactivation value
Likely new
Signal-based, unconfirmed
Merchant-verified new customer
Highest acquisition value
Unknown
No status shared
Brands can attach different acquisition values to different customer states.
The buyer does not need to expose their identity before it is necessary. Status is shared as a signal, and only when the buyer allows it.
From attention to demand
The buyer becomes a participant.
Google and Meta built markets where brands bid for your attention. PULL proposes a market where brands compete for the buyer.
The old internet
Brands decide who to target.
Platforms decide what the buyer sees.
The buyer is the endpoint.
The PULL market
The buyer creates the demand.
The agent represents the buyer.
Brands compete for the opportunity.
The buyer chooses.
The buyer is no longer the endpoint of the ad market.
The buyer becomes a participant in the market.
Vision
The buyer-side layer where decisions already happen.
Request
"My user is ready to buy.
Who wants their business?"
Response
PULL is designed to become a buyer-side acquisition layer that any commerce agent can use. This is the vision we're building toward.
Join the PULL brand pilot.
Your next customer may already be ready to buy.