The Super Bowl’s not rigged. But with M1 Refinery, it might as well be.

The image is a composite of text and a black and white photograph of a football game. The text on the left side states, "The Super Bowl's not rigged."

The photograph shows several football players in action. Some are on the ground, while one player is making a touchdown. A referee in a striped uniform is visible on the right, raising his arms.

Over the photograph, there is a semi-transparent cube with blue and red gradient colors.

A line points from the cube to the word "colors" and color swatches containing blue, red, pink, and black.

On the right side, the text "But with M1 Refinery, it might as well be" is written.

The background of the entire image has a grainy texture and transitions in color from red on the left to blue on the right.

By Dan Davies
EVP, Product
MissionOne Media

Okay, we’re not rigging the actual Super Bowl…

But advertising during the Super Bowl is the Super Bowl of advertising.

And with M1 Refinery^TM, it can feel like the ad game is rigged in your favor.

Brands and agencies throw their best creative at it because for one night, the entire nation’s eyeballs are glued to the screen — even between plays.

But why do some ads score while others miss the uprights?

Your informed guess is as good as ours…until now.

With M1 Refinery^TM, brands finally get to see what’s really happening on the field and uncover the why behind it all.

Video — MissionOne Media presents M1 Refinery

From Dynamic Creative Optimization (DCO) to dynamic soul

Dynamic Creative Optimization was once the shiny new play in the advertising playbook — a way to test and tweak creative at scale.

But DCO could only optimize what we told it to.

It was a quarterback calling plays based on yesterday’s game tape, not what’s unfolding right now.

M1 Refinery changes that. It doesn’t just test variables — it discovers them.

It’s an AI-powered creative intelligence platform that digs into the why behind performance — revealing the elements of an ad that truly move audiences and drive results.

Instead of testing only a handful of variables, M1 Refinery can analyze up to 200 creative elements. From colors, tone, and pacing to subtle visual details most humans wouldn’t think of isolating — to determine which combinations best deliver on key KPIs like engagement, CTR, and conversion.

Even the best offensive coordinators can’t see every coverage shift or hidden tendency.

M1 Refinery does.

It reads the field in real time and calls out where the opportunity is hiding. It loves patterns, and it doesn’t miss.

Its AI-powered engine surfaces fresh insights into creative performance that no human alone could ever detect.

The trick play: odd but true insights that win the game

Every creative team has its hunches — “maybe it’s the color.” “maybe it’s the jaunty tone.” But M1 Refinery replaces hunches with hard evidence.

It might uncover that ads with red nail polish are 3x more likely to grab attention. Or that a half-second pause before the tagline boosts recall.

Revealing data-backed, real-world truths about what audiences actually respond to.

Those are the hidden edges brands can’t afford to miss. M1 Refinery doesn’t lie, and it doesn’t play favorites.

It simply reveals what works, no matter how unexpected.

“MissionOne Media’s M1 Refinery is an outstanding example of how innovative partners are using AI to unlock unprecedented scale and ROI for marketers,” said Tarun Rathnam, global director, Marketing Solutions & Industry, Google Cloud. “Built with Google Cloud and Gemini, M1 Refinery translates vast amounts of creative performance data into precise, actionable insights. This gives brands the ability to optimize a variety of creative elements at greater granularity and scale.”

The human + AI feedback loop

But let’s be clear — this isn’t about robots replacing creative.

A football coach studies tape of two running backs for hours without knowing exactly why one is setting records, and the other is struggling, ultimately relying on gut instinct rather than objectivity.

With M1 Refinery, we’re finally able to pull out the “why” behind creative performance, delivering game-worn intel to the creative team on those intangible qualities that drive real consumer resonance and impact.

Coaches and players obsess over gaining every advantage – however small – over the competition, and sports analytics have thrived because of it. When it comes to a championship creative ad, knowing more than the other team gives creatives that same. competitive edge.

Every nugget of creative insight becomes a play in a brand’s book, an input rather than a mandate. Brands are still the coach, calling the shots; M1 Refinery is another tool to help call the right one.

M1 Refinery powers a feedback loop that helps us continuously test, learn, and improve creative performance.

Assets are launched across platforms and formats to generate performance data.

Creative variables are tagged and analyzed in M1 Refinery, linking elements directly to KPIs.

Actionable insights highlight the creative elements and combinations that drive results.

New creative is developed using these insights—optimized with proven elements while introducing fresh variations to balance consistency and innovation. (repeat)

AI helps us see ourselves — and our audiences — more clearly. It gives creative teams the confidence to lean into what truly resonates, turning analytics into art.

M1 Refinery relies on objective data, not guesswork, giving brands and creatives the answers they need to lift the Lombardi (err…Effie).

Ready to call the winning play?

Reach out to Pat LaCroix, EVP, Media + Growth, at placroix@missiononemedia.com to learn how M1 Refinery can give your brand the inside edge this season.