Ad Tech Firm Smartly Integrates Attention Metrics

Attention measurement pioneer Amplified has partnered with ad tech company Smartly, to integrate the former's 'Attention Adjusted Reach Curves' (AARC) into the latter's media planning system.

Amplified was founded in Australia by Dr Karen Nelson-Field, and was known as Amplified intelligence until a rebrand a month ago. The firm's predictive planning tools, creative analysis and in-flight campaign measurement allow users to measure, predict and optimise human attention, based on real behavioural signals; while Smartly's platform allows brands to manage, optimize and scale high-performance campaigns in one place.

AARC taps Amplified's global attention dataset from more than 38 billion human attention data points across 21 countries, allowing media buyers to identify where real audience engagement lies. The firms say their deal will allow Smartly's customers to 'move beyond impressions and MRC standards', and introduce predictive attention metrics into day-to-day media planning, 'transforming how marketers plan and measure campaign effectiveness.'

Nelson-Field comments: 'Attention is now a vital component of the media planning ecosystem. We've proven time and again that advertisers who adopt attention as a key metric gain a competitive edge by proving real engagement, optimising media spend, and delivering stronger results. This integration with Smartly is another benchmark in proving the value of human-first attention data, enabling brands to optimise for outcomes that matter and make the most of their ad dollars.'

Moses Velasco, CPO at Smartly, says the partners are 'giving brands a powerful new lens to plan, optimize, and measure performance.' He adds: 'This partnership reinforces our commitment to helping marketers move beyond surface metrics and drive truly engaging, high-performing campaigns.'

Web sites: www.amplified.co and www.smartly.io .