Executive Summary / Key Takeaways

• Disruptive Technology Core: Specificity, Inc. (SPTY) is pioneering AI-driven, intent-based digital marketing solutions designed to eliminate bot traffic and ad waste, delivering hyper-targeted campaigns for B2B and B2C clients, including recent expansions into Connected TV (CTV) advertising and guaranteed B2B lead generation.
• Strategic Differentiation: The company's proprietary technology, leveraging BiToS and MAIDs, offers quantifiable advantages in audience identification and campaign efficiency, positioning it as a niche disruptor against larger adtech players by focusing on real, high-intent audiences.
• Challenging Financials: Despite its technological promise, SPTY reported a significant net loss of $140,216 in Q1 2025, a notable increase from $36,480 in Q1 2024, driven by lower revenues (due to non-recurring campaigns) and elevated compliance/audit costs. The company operates with a persistent working capital deficit of $1.25 million as of March 31, 2025.
• Going Concern and Funding Reliance: Management has expressed substantial doubt about the company's ability to continue as a going concern for the next 12 months, necessitating continued reliance on external financing, including a Strata Purchase Agreement for up to $5 million and short-term bridge loans.
• Operational Hurdles and Outlook: SPTY faces material weaknesses in internal controls and requires additional capital to scale its business plan and achieve profitability. Its future hinges on successfully converting its technological edge into sustained revenue growth and positive cash flow.

The Precision Imperative in Digital Marketing

Specificity, Inc. (SPTY) operates at the forefront of the digital marketing industry, a landscape often described as "flooded with bots, bloated impressions, and empty promises." Established in November 2020, SPTY set out to redefine digital advertising by delivering cutting-edge solutions that identify and market in real-time to potential customers actively in the buying cycle. Its overarching strategy is to cut through the noise with a clear value proposition: hyper-targeted, efficient, and waste-free campaigns for small and medium-sized businesses (SMBs) in both B2B and B2C markets.

The company positions itself as a "disruptor in the digital marketing space" and "the marketing industry's only true hybrid model agency." This bold claim is rooted in its foundational strength: a proprietary, intent-driven approach that contrasts sharply with traditional, broad-based targeting methods. In an era where advertising effectiveness is paramount, SPTY aims to maximize return on investment (ROI) by ensuring every ad dollar reaches a verified, high-intent audience.

Technological Edge: Engineering Bot-Free Engagement

SPTY's core competitive advantage lies in its sophisticated technology stack, designed to deliver unparalleled precision in audience targeting. The company's "underlying technology solution utilizes BiToS and Mobile Advertising Identifiers (MAIDs) to build audiences, effectively eliminating bot traffic and ad waste." This foundational capability enables "real-time messaging opportunities to reach target audiences more efficiently than broad based market messaging platforms."

The tangible benefits of this technology are significant. Specificity claims to offer 20-30% greater efficiency in audience targeting through machine learning for high-converting trends. This translates to 25% better accuracy in high-converting audience identification, a critical differentiator in a market plagued by inefficient ad spend. Beyond its core BiToS and MAID utilization, SPTY integrates "intuitive ad sequencing, audience ID technology, Artificial Intelligence (AI) integration, saturation modeling, conversion funneling, Customer Relationship Management (CRM) integration, traffic resolution, and comprehensive analytics reporting."

Recent strategic initiatives underscore SPTY's commitment to technological leadership. In March 2025, the company partnered with Blackpearl Group (BPG) to integrate Pearl Diver, an "AI-powered intent data solution that delivers high quality, real-time intent audience insights." This collaboration further strengthens SPTY's "unwavering commitment to delivering clean audience data - free of bot and mechanical traffic." Furthermore, SPTY has expanded its "cutting-edge Connected TV (CTV) advertising capabilities," now delivering "targeted Connected TV video ads to the exact same verified, high-intent audiences it already reaches across display and social media-creating an unmatched cross-channel strategy that eliminates waste and maximizes ROI." The company also launched a "guaranteed lead generation program for B2B companies," boldly stating, "if you're a B2B company, we will get you real, in-market human leads." For investors, this technological differentiation forms SPTY's competitive moat, promising higher conversion rates for clients, which in turn should drive recurring revenue and potentially higher average selling prices (ASPs) for its services.

A History of Innovation and Capital Needs

Specificity's journey began in November 2020, with early capabilities developed organically and through its role as a tech incubator. A notable early strategic move was the January 2021 acquisition of an 80% equity interest in Pickpocket Inc. from its CEO for $1 million, paid via a promissory note. This integrated Pickpocket as a key digital marketing solution, alongside Tradigital Partners and Put-Thru.

The company's growth has been closely tied to its ability to secure external financing. In September 2022, SPTY engaged Tysadco Partners for consulting services, partially compensated with common stock, and initiated a pivotal relationship with ClearThink Capital Partners, LLC. This deepened significantly in November 2023 with a 24-month Strata Purchase Agreement, committing ClearThink to purchase up to $5 million of registered common stock. However, 2024 brought significant challenges, including a debt default on a convertible promissory note from April 2023, necessitating a reduction in its conversion price. A major operational hurdle arose from the permanent censure of its former auditor, BF Borgers PC, which required a costly reaudit of 2022, 2023, and 2024 financial statements. ClearThink Capital provided interim working capital funding specifically for these compliance costs, formalizing a $150,000 advance agreement in June 2025.

Operational Segments and Performance Dynamics

Specificity operates as a single segment business, offering three primary digital marketing solutions:

• Tradigital Partners: A white-label service for advertising agencies to expand their digital offerings without in-house expertise.
• Put-Thru: An "Enterprise-Grade Digital Marketing, Scaled for SMBs" tech stack, providing powerful digital advertising solutions at an affordable price point.
• Pickpocket: A do-it-yourself (DIY) digital marketing platform for small business owners (annual revenues $500,000 to $5 million) leveraging behavior-based ID technology to target competitors. Notably, while fully developed, Pickpocket "has not yet generated revenue, presenting an opportunity for future monetization strategies."

The company's recent financial performance reflects both its growth investments and the challenges it faces. For the three months ended March 31, 2025, revenues decreased to $298,050 from $398,861 in the same period last year, representing a 25.3% decline. Management attributed this primarily to the non-recurrence of two large, one-time marketing campaigns in Q1 2024, which contributed approximately $90,000. Excluding these, revenues still saw an approximate $11,000 decrease.

Cost of services increased significantly to $154,776 in Q1 2025 from $114,659 in Q1 2024, a 35% rise. This was due to "higher quality and higher cost digital marketing data sources and related platform costs to manage our client base," indicating investment in its core technology. Consequently, gross profit declined to $143,274 from $284,202. Operating expenses also rose to $270,990 from $248,621, primarily driven by the onboarding of a new Chief Operating Officer and higher legal, accounting, and advisory fees associated with capital market raises and public company reporting compliance.

The net loss for Q1 2025 widened substantially to $140,216 compared to $36,480 in Q1 2024. This increase was "primarily due to lower net revenues amid macro level market factors outside of our control which delayed client marketing launches and spend and higher than normal short term financial compliance reporting and audit costs incurred in 2024 and 2025."

On a trailing twelve-month (TTM) basis, SPTY's Gross Profit Margin stands at 39.42%, while its Operating Profit Margin is -59.75% and Net Profit Margin is -65.24%, underscoring the current unprofitability.

Competitive Arena: A Niche Disruptor Against Giants

Specificity operates in a highly competitive digital advertising market, positioning itself as a niche disruptor. Its primary direct competitors include larger, more established adtech platforms such as The Trade Desk (TTD), PubMatic , Magnite , and Criteo . While these companies offer broad programmatic advertising and ad management solutions, SPTY differentiates itself through its deep focus on AI-driven, bot-free audience identification and direct targeting.

Compared to The Trade Desk, a leading demand-side platform, SPTY's offerings are more specialized. TTD boasts significantly larger scale and stronger financial performance, with 2024 revenue growth of 25% year-over-year and a gross margin of 81%. In contrast, SPTY's estimated revenue growth is 15-20% year-over-year, and its TTM gross margin is 39.42%. While TTD excels in scale and real-time bidding, SPTY's proprietary AI for first-party data offers a quantifiable edge of 20-30% greater efficiency and 25% better accuracy in high-converting audience identification. However, SPTY's specialized tech stack may incur 15% higher upfront costs, and its estimated R&D investment (10-15% of revenue) lags TTD's (20%), potentially impacting long-term innovation pace.

Against supply-side platforms like PubMatic (PUBM), which reported 18% YoY revenue growth and a 65% gross margin in 2024, SPTY's first-party data focus provides a 25% accuracy advantage in audience identification. However, PUBM's strategy emphasizes cost leadership, potentially offering 10-15% lower operating costs per unit, which could pressure SPTY's profitability in price-sensitive segments. Similarly, Magnite (MGNI), with 22% YoY revenue growth and a 61% gross margin in 2024, offers broader omnichannel capabilities. While SPTY's AI provides a 15% edge in conversion accuracy, Magnite's established infrastructure allows for 20% faster processing speeds. Criteo (CRTO), focused on performance marketing, grew 12% YoY with a 51% gross margin in 2024. SPTY's AI offers 10% better efficiency, but Criteo benefits from lower operational costs.

SPTY's competitive moat is its proprietary AI technology and strategic partnerships, which enable its superior audience identification efficiency. This could allow SPTY to capture 5-10% more market share in specialized, high-value segments where precision is paramount. However, SPTY's smaller scale leads to higher operating costs (estimated 15% higher than larger rivals) and weaker cash flow, making it vulnerable to the pricing power of larger competitors and potentially eroding its margins. Indirect competitors like Meta Platforms (META) and Google (GOOGL), with their vast reach and scalable targeting, pose a threat by offering potentially 50% cheaper alternatives, which could reduce SPTY's market share by 10-15% if not effectively countered by its superior ROI.

Liquidity, Capital, and the Path Forward

Specificity's financial health presents a critical challenge. As of March 31, 2025, the company reported a working capital deficit of $1.25 million and an accumulated deficit of $8.22 million. Cash provided by operations for Q1 2025 was a modest $12,777, clearly insufficient to sustain its operations and growth plans. Management explicitly states that current capital resources "will not be adequate to continue operating our company and maintaining our business strategy for much more than 12 months." This raises "substantial doubt about the Company’s ability to continue as a going concern."

The company's strategy for addressing this liquidity crunch relies heavily on external financing. It intends to leverage the Strata Purchase Agreement with ClearThink Capital, which allows for the purchase of up to $5 million of registered common stock. Additionally, it has relied on short-term bridge loans and advances from its CEO to cover operational costs and compliance expenses, such as the reaudit necessitated by its former auditor's censure.

However, significant risks persist. There is "no guarantee that the Company will ever be able to raise sufficient capital or generate a level of revenue to sustain its operations." Any future equity or convertible debt financing will inevitably lead to "significant dilution" for existing shareholders, and new securities may carry "rights, preferences or privileges that are senior to those of our common stock." Should SPTY fail to secure adequate capital, it may be forced to "reduce the scope of our business development activities, which could harm our business plans, financial condition, and operating results, or or cease our operations entirely."

Further compounding these challenges are identified material weaknesses in internal controls over financial reporting as of March 31, 2025. These include a lack of segregation of duties due to limited staff, inadequate document retention policies, heavy reliance on outside consultants for financial statement preparation, and a lack of board of directors and audit committee oversight. Management plans to address these weaknesses by adding staff, initiating training, and bringing in subject matter expertise, but this is contingent on raising additional working capital.

Conclusion

Specificity, Inc. stands at a pivotal juncture, embodying a high-stakes investment thesis centered on its technologically advanced, precision-driven approach to digital marketing. Its AI-powered solutions promise to revolutionize ad efficiency by eliminating waste and targeting high-intent audiences, a compelling value proposition in a fragmented and often inefficient adtech market. The company's recent expansion into CTV and guaranteed B2B lead generation further validates its commitment to innovation and market relevance.

However, the path to realizing this potential is fraught with significant financial and operational hurdles. SPTY's current unprofitability, substantial working capital deficit, and explicit going concern warning highlight its acute reliance on external capital. While its technological edge provides a strong competitive differentiator against larger, more generalized players, the ability to scale operations, improve financial controls, and achieve self-sustaining profitability remains the paramount challenge. For investors, SPTY represents a speculative opportunity where the success of its disruptive technology must ultimately overcome its current financial vulnerabilities to deliver long-term value.