Realeyes Spins Off Creative Intelligence Business

Realeyes has spun off its Adverteyes offering into a separate company, focused on creative intelligence to optimise ad impact. The move will allow Realeyes to focus on its Vision AI identity solution, Verifeye.

Realeyes is a developer of attention measurement software, trained on fully consented webcam data from 17 million human test sessions, and promises 'instant attention predictions at digital scale'. Partners include Kantar, Veritonic, Vidmob and Nielsen. The firm developed Adverteyes as part of its Creative Intelligence approach, which has developed strong momentum with blue chip advertising clients.

Adverteyes works by scoring attention and emotional response to advertising content, and connecting it to sales to evaluate ROI. Its PreView product predicts which possible creative assets will drive the strongest sales, using AI/ML models built on proprietary data. The firm says PreView is 'purpose-built for agentic advertising and portable for modern API-driven marketing and advertising platforms, including LLM-based systems with MCP overlays.' More than 40 major clients for the service include corporates like AXA and Mars, as well as agency groups including Publicis, WPP and Nielsen.

The new company taps Realeyes' partnership with attention measurement pioneer Adelaide, bringing the latter's predictive media quality metric AU together with Attention Potential, Adverteyes's creative quality metric.

Adverteyes is led by CEO Max Kalehoff (pictured), formerly Chief Growth Officer of Realeyes, who comments: 'Brand leaders must modernize advertising effectiveness for today's world where AI and video creators are flooding campaigns with endless content possibilities. CEOs, CFOs and shareholders expect business results from CMOs, not vanity metrics like video duration and social engagement, nor weak proxies like brand lift surveys. Marketers need intelligence that ensures every ad drives sales growth and ROI.'

Mihkel Jäätma, CEO of Realeyes, will serve as Executive Chairman of Adverteyes, and comments: 'We're excited for the Adverteyes team to launch from Realeyes and seize the unprecedented growth opportunity opened by AI transformation. The Adverteyes team is the most experienced in Creative AI, and spinning-off will enable the team to execute at the increasing velocity of the market.'

Web site: www.adverteyes.ai .