Attention Technology Providers Directory

A guide of providers that help brands and publishers better harness attention to improve ad efficiency and increase ROI.

Introduction

Attention measurement is the hottest topic in marketing and there are a wealth of attention measurement companies helping brands address this opportunity in different ways. This directory serves a guide for which companies are in the marketplace, provides insights on what they do well, and helps brands decide which ones they want to engage.

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Adelaide provides real-time attention measurement, bringing transparency to media quality through proprietary attention data.

Attention Measured

Media

Types

Attention Proxies

Campaign Based

Approach to Attention Measurement

Adelaide Metrics replaces viewability with AU, an omnichannel metric that increases the transparency of media quality. Its goal is to:

Measure quality: AU evaluates hundreds of attention signals to quantify media quality across channels.
Understand value: Integrate cost data to calculate value across all placements.
Optimize spend: Cut waste and re-invest in the most efficient sources of high-quality media.

Product

AU

Key Metrics

AU

Website

adelaidemetrics.com

CEO

Marc Guildimann

HQ

New York

Founded

2019

Funding

$7M

API

-

Patents

Pending

Partnerships

Kargo, Lucid, Mediahub, Realeyes, Teads, and Viant Technology

Clients

Colgate, Fox Sports, New Balance

Awards

2022 MIXX Awards, Effective Use of Data

Adludio provides value with true engagement metrics and verified human views through user-initiated advertising that charges by physical engagement, not impressions.

Attention Measured

Media

Types

Attention Proxies

Campaign Based

Approach to Attention Measurement

Adludio provides brands with an automated advertising experience via machine learning and creative excellence. It claims voluntary participation with its ads increases brand engagement and memorability 10 x more than static alternatives. Adludio provides lightweight questionnaire tool Brand Impact Optimiser with every campaign to determine the impact of the creative on various upper funnel metrics, including memorability and brand sentiment.

Products

AdCreative

AdMedia

AdInsights

AdOpto

Website

adludio.com

CEO

Paul Coggins

HQ

London

Founded

2015

Funding

$17.4M

API

-

Patents

-

Partnerships

Google , Realeyes, The Trade Desk, Xandr & Yahoo

Clients

Jaguar, National Geographic, Adidas, Masterpass, Van Cleef & Arpels, Fisher Price, Singapore Airlines

Amplified Intelligence provides attention measurement through gaze-tracking in natural settings with normal distractions. Its technology parses the gaze data through a machine learning model to measure levels and shapes of attention.

Attention Measured

Media

Types

Human Attention

Task-Based Experience

Approach to Attention Measurement

Amplified claims to optimize clients’ media planning with deep and accurate attention data. Its attentionPLAN offers cross-platform attention data, including Active Attention Seconds, Passive Attention Seconds, and Active Attention % of Ad Length.

Products

attentionPLAN

attentionTRACE

Key Metrics

Active Attention Seconds

Passive Attention Seconds

Active Attention % of Ad Length

Website

amplifiedintelligence.com.au

CEO

Karen Nelson-Field

HQ

Adelaide

Founded

2017

Funding

-

API

Yes

Patents

-

Awards

2022 – The Drum Award ‘Most Effective Use of Artificial Intelligence/Machine Learning’
2022 – The Drum Award – ‘Digital Advertising, Game-changing Technology’
2022 – Irish Research Excellence Awards – ‘Advertising & Advertising Media Research category winner, and Grand Prix award winner’
2022 – Campaign Asia-Pacific’s Tech MVP Awards – ‘Honoree in the Ad Monsters + Ad Exchanger Top Women in Media & Ad Tech, as a Game Changer’

CreativeX advances creative expression through the clarity of data.

Attention Measured

Creative

Types

Attention Proxies

Creative Tag Elements

Approach to Attention Measurement

CreativeX’s Creative Quality Score reports the level
of ad effectiveness by the likelihood that viewers
will continue to watch an ad without distraction –
identifying whether content cuts through, is seen,
enjoyed, and remembered.

Key Metrics

Creative Quality

Brand Consistency

Compliance

Representation

Aspect Ratio

Branded Early

Video Length

Pacing

Audible Send

People

Simple Message

Close-ups

Call-To-Action

Product Shots

Subtitles

Website

creativex.com

CEO

Anastasia Leng

HQ

New York

Founded

2015

Funding

$29.8M

API

Yes

Patents

-

Clients

Google, Heineken, Mondelez & Nestle

DoubleVerify provides a software platform for digital media measurement and analytics.

Attention Measured

Media

Types

Attention Proxies Campaign Based

Approach to Attention Measurement

Launched DV Attention Lab in October 2022 to help advertisers optimize campaign performance using in-depth “attention data” on ad engagement and ad exposure.

Consisting of data scientists, product experts, and marketing analysts, the Lab will provide advertisers with attention-based insights and recommendations on campaign performance, powered by DV Authentic Attention.

DV Authentic Attention enables advertisers to measure key exposure and engagement metrics including time in-view, page real estate, hovers, quartile completions, interactions like volume adjustment and more — all within a privacy-friendly environment that does not rely on third-party cookies.

Products

The DV Authentic Ad Authentic Attention

Key Metrics

Authentic Attention

Website

doubleverify.com

CEO

Mark Zagorski

HQ

New York

Founded

2008

Funding

$549.5M

API

Yes

Patents

4

Partnerships

Break Media, Collective Media, Criteo, CPX Interactive, Epic Marketplace, Lucid Media, Punto Fox, Rocket Fuel, ShareThis, FOX Networks, Specific Media, and ValueClick.

Clients

Best Buy, Kroger’s, Target & Walmart

Awards

2022 – Digiday Media Awards ‘Best Publisher Platform’

Integral Ad Science provides digital media quality, ensuring that ads are viewable by real people in safe and suitable environments.

Attention Measured

Media

Types

Attention Proxies

Campaign Based

Approach to Measurement

IAS measures quality impressions, which requires a digital ad must be viewable, by a real person, in a brand-safe and suitable environment. All within the correct geo.

Products

Ad fraud

Brand safety & suitability

Contextual targeting

Viewability

Efficiency & optimization

Metrics

Custom Viewability

Average Time-in-view

Total Time-in-view

Website

integralads.com

CEO

Lisa Utzschneider

HQ

New York

Founded

2009

Funding

$116.8M

API

Yes

Patents

18

Attention technology company that uses eye tracking to optimize media buying and creative development

Attention Measured

Creative Media

Types

Human Behaviour
Task Based Experience
Attention Proxies
Campaign Based

Approach to Measurement

Lumen collects attention data using our proprietary eye tracking software. It creates a predictive model of attention that calculates the ‘attentive seconds’ advertising receives based on publisher, format and viewability metrics.

The LAMP tag collects impression level viewability data on your campaign to estimate how much attention it is generating. The LAMP DSP plug in incorporates the attentive seconds estimates as a custom algorithm within Google’s DV360 system to allow you to buy ‘high attention’ inventory (an avoid ‘low attention’ inventory) in real time. Attention data linked to CPM data to help you understand the true ‘cost of attention’”

Products

The Lumen Attention Measurement Platform (LAMP)

Key Metrics

% viewing Av. view time Attentive seconds per 000 impressions

Website

lumen-research.com

CEO

Mike Follett

HQ

London

Founded

2013

Funding

£3M

API

Yes

Patents

Pending

Partnerships

Teads and Avocet

Awards

2021 – MRS Award for Media Research

Moat is a global analytics provider focused on making brands and publishers more effective.

Attention Measured

Media

Types

Attention Proxies Campaign Based

Approach to Measurement

Moat’s suite of attention metrics enables marketers to determine the signals that indicate behavioral impact for their video campaigns.

It enables to you understand your level of campaign exposure through impressions analyzed and exposure time and understand how much of your campaign was seen and heard through completion rate and quality, audible rate and audible and visible on complete rate (AVOC).

Finally, understand your individual placement and creative performance through in-view time trend and whether it is audible and visible on 1st/2nd/3rd quartile/ on complete. From real-time attention metrics and intelligence to cross-platform measurement and new currencies, Moat offers solutions that make branding and storytelling work better. Its products include Moat Pro, which provides users with detailed snapshots of ad activity on the web, and Moat Analytics, a measurement platform that goes beyond traditional metrics like impressions or clicks to focus on attention.

Website

moat.com

CEO

Safra A. Catz

HQ

New York

Founded

2010

Funding

$66.5M

API

Yes

Patents

3

Products

Moat Pro, Moat Analytics, Moat Outcomes, Moat Reach, Advertising and Marketing Intelligence

Partnerships

Teads and Avocet

Awards

2021 – Adweek – ‘Readers’ Choice: Best of Tech Partner Awards for brand safety, measurement and analytics, and fraud prevention’

PlaygroundXYZ has built a technology stack that integrates visual attention measurement, analytics and media optimization called the Attention Intelligence Platform.

Attention Measured

Creative

Types

Creative Proxies

Contextual Intelligence

Approach to Measurement

Originally a creative studio, now a supplier of attention-based ad technologies. It has created attention data products that plug into clients’ programmatic workflow and a full-service offering combining attention data, creative ad formats and a private marketplace of inventory.

Website

PlaygroundXYZ.com

CEO

Rob Hall

HQ

Sydney

Founded

2015

Acquired by

GumGum

API

–

Patents

–

Products

Attention Intelligence Platform
Full-service Activation

Key Metrics

Active Attention Seconds Passive Attention Seconds Active Attention % of Ad Length

A leader in computer vision and emotion AI, measuring human response to create better digital experiences that drive growth.

Attention Measured

Creative

Media

Types

Human Attention

Task-Based Experience

Full Device

Approach to Measurement

Measuring human response at the speed and scale of AI

Products

PreView

Experience Platform (XP)

Metrics

Quality Score, Attention: Capture, Retain, Encode, Distraction Emotion: Engagement, Happiness, Surprise, Negative, Confusion, Contempt, Disgust, Sadness Human Presence

Partnerships

Adelaide, Adludio and TVision

Clients

ABInBev, Cleveland Golf, Flowers Foods, Mars Inc.

CEO

Mihkel Jäatma

HQ

London

Founded

2007

Funding

$40M

API

Yes

Patents

20

Awards

2022 – ANA ECHO Award: ‘Marketing Data Strategy’
2022 – I-COM Data Creativity Awards: ‘Artificial Intelligence’
2022 – ARF David Ogilvy Award: ‘Using Attention to Predict Real-world Outcomes’
2021 – BIG Intelligence Group, Innovation Awards: ‘PreView Ad Testing Product’
2021 – BIG Intelligence Group, Excellence Awards: ‘PreView Ad Testing Product’
2021 – Stevie American Business Awards: ‘Product Artificial Intelligence & Machine Learning’
2021 – SIIA CODiE Awards: ‘Best AI-Driven Tech Solution’

Teads provides an end-to-end platform that delivers full-funnel, outcome-oriented advertising powered by creative technology and AI-driven optimization.

Attention Measured

Media

Approach to Measurement

Built on deep contextual and non-cookie-based signals, our targeting solutions deliver scale and accuracy. Through advanced machine learning, we guarantee media outcomes so our advertiser & agency clients can take the guess work out of their media campaigns.

Product

Teads Global Media Platform

Partnerships

Adelaide, Lumen, and Realeyes

Website

teads.com

CEO

Bertrand Quesada

HQ

New York

Founded

2014

Funding

$123.3M

TVision provides actionable insights and detailed data on viewer engagement across devices, apps, networks, shows, and ads.

Attention Measured

Media

Approach to Measurement

TVision’s Ad Scoreboard provides mid-campaign performance stats so your teams can easily integrate Attention insights into their planning, creative, and measurement processes.

Product

Ad scoreboard

TV planning & measurement

Digital activation

Creative monitoring

CTV campaign measurement

Linear TV insights

CTV analytics

CTV campaign measurement

Calibration data

Data licensing

Partnerships

Realeyes

Website

tvisioninsights.com

CEO

Yan Liu

HQ

New York

Founded

2014

Funding

$40.7M

VidMob provides an integrated platform combining AI-powered creative analytics with a production workflow system connected to a global network of expert creators.

Attention Measured

Creative

Types

Attention Proxies Creative Tag Elements

Approach to Measurement

Creative Scoring: Automatically score your assets against platform best practices so you know which ads are ready for flight — and which live campaigns need attention.

Creative Analytics: Find out which creative elements are responsible for an asset’s performance and gather learnings to guide future campaigns. Creative Studio + Network: Bring all your creative stakeholders on board and apply insights directly into the production flow. Need talent? Tap our network of creatives.

Creative Automation: Use high-performing automated creative templates to make catalog ad personalization simple.

Product

Intelligent Creative Overview Creative Analytics Creative Automation Creative Scoring Creative Studio + Network

Website

vidmob.com

CEO

Alex Collmer

HQ

New York

Founded

2014

Funding

$231.6M

-

Awards

2022 – AdAge – ‘Best Place to Work’
2022 – Impact Awards – ‘Platform of the Year’
2022 – Impact Awards – ‘Best Use of Video – B2B’

Definitions

Attention Measure

Companies predominately either measure the attention produced by the creative direction or where the advertisements run (media).

Human Attention' vs 'Attention Proxies’

Whether the measurement monitoring real human reactions or uses a proxy to estimate human response.

Full-Device

Attention measurement runs automatically in the background without interruptions.

Task-Based Experience

E.g., paid panels install a mobile app and receive prompts about specific tasks they need to carry out (e.g. watch this video for 10 minutes in a certain app) during which the measurement is carried out.

Campaign Based

Campaign creative deployed as multiple creative variants tested across platforms in their contextual environments.

Approach to Attention

How the company incorporates attention measurement into their overall product offering(s).

Ad Testing (PreView)

Attention

Latest Blog post

Nielsen Adds Realeyes’ Attention & Creative Evaluation to Bolster Ad Outcomes

Most recent Paper

I-COM Attention Forum Series

Attention Technology Providers Directory

Introduction

Adelaide provides real-time attention measurement, bringing transparency to media quality through proprietary attention data.

Attention Measured

Types

Approach to Attention Measurement

Product

Key Metrics

Website

Partnerships

Clients

Awards

Adludio provides value with true engagement metrics and verified human views through user-initiated advertising that charges by physical engagement, not impressions.

Attention Measured

Types

Approach to Attention Measurement

Products

Website

Partnerships

Clients

Amplified Intelligence provides attention measurement through gaze-tracking in natural settings with normal distractions. Its technology parses the gaze data through a machine learning model to measure levels and shapes of attention.

Attention Measured

Types

Approach to Attention Measurement

Products

Key Metrics

Website

Awards

CreativeX advances creative expression through the clarity of data.

Attention Measured

Types

Approach to Attention Measurement

Key Metrics

Website

Clients

DoubleVerify provides a software platform for digital media measurement and analytics.

Attention Measured

Types

Approach to Attention Measurement

Products

Key Metrics

Website

Partnerships

Clients

Awards

Integral Ad Science provides digital media quality, ensuring that ads are viewable by real people in safe and suitable environments.

Attention Measured

Types

Approach to Measurement

Products

Metrics

Website

Attention technology company that uses eye tracking to optimize media buying and creative development

Attention Measured

Types

Approach to Measurement

Products

Key Metrics

Website

Partnerships

Awards

Moat is a global analytics provider focused on making brands and publishers more effective.

Attention Measured

Types

Approach to Measurement

Website

Products

Partnerships

Awards

PlaygroundXYZ has built a technology stack that integrates visual attention measurement, analytics and media optimization called the Attention Intelligence Platform.

Attention Measured

Types

Approach to Measurement

Website