Adtech Amplified Intelligence acquires AttentvAds


Amplified Intelligence, the omnichannel attention measurement company, has announced the acquisition of attention verification company, AttentvAds, for an undisclosed amount.

Amplified acquires AttentvAds

The technological capabilities of AttentvAds – which specialises in the tracking, analysis and verification of impression level data across mobile, web, and in-app environments – will complement Amplified Intelligence’s existing offering in the attention measurement space and enhance the sophistication, predictive capability, and scalability of the company’s ground truth data and product suite.

Amplified Intelligence is recognised for its robust, award-winning collection and analysis of real human behaviour using artificially intelligent (AI), deep learning algorithms to provide reliable, scaled insight into ad performance, across environments. 

With its offering further strengthened by AttentvAds’ capabilities, Amplified Intelligence is able to service customers across the full media buying process – from planning to trading and verification – through an attention lens which is unlike anything else available in-market today.

Enabling the measurement of attention in live environments as ads are served, either at a supply (media owner) or campaign / creative level, Amplified Intelligence believes the augmented tech stack now solves a huge issue around the measurement of CTV, video, and app-based inventory. 

This is because it offers the ability to score attention by audience, device, geography, and at a channel, content and programme level for CTV, with results available in near real-time.

Both Jason Cooper and Philip Harris, CEO and Chief Technology Officer respectively at AttentvAds, join Amplified Intelligence with a wealth of industry and tech knowledge. Cooper will be based in Sydney, with Harris in London.

“When we looked at all the attention vendors on the market, we quickly identified Amplified Intelligence, along with CEO Karen Nelson-Field, as the global leader in attention measurement,” said Cooper.

“AttentvAds also brings with it a track record of success in the digital measurement space – previously having a company acquired by Integral Ad Science (IAS). 

“We truly believe the combination of our skill sets and technology will allow us to continue to create the most compelling, robust, and complete product offering in the attention measurement space.”

Karen Nelson Field, CEO and Founder of Amplified Intelligence, said: ”The complementary capabilities of both companies mean we’re a natural fit”.

“Working together means we can fast track our mission to revolutionise the way media is traded, while staying faithful to our values of true human data, rigour and innovation to deliver the best customer led tech in the market.”

“We also solve a huge challenge around CTV and app measurement which becomes even more important as huge players like Netflix, Uber and Disney+ gear up for ad-funded models”.