Yahoo partners with Amplified Intelligence

Advertisers will now be able to measure the attention across their programmatic advertising buy following a partnership between Yahoo and Amplified Intelligence.

The market-first partnership will see Amplified Intelligence’s attentionPROVE measurement solution become available to advertisers using Yahoo DSP in Australia, allowing them to measure the effectiveness of their attention planning within their programmatic buying.

Amplified Intelligence's attentionPROVE solution enables agencies and brands to leverage active and passive human attention seconds to optimise impact, performance and cost effectiveness in real-time. The solution is built of the largest real-human dataset globally, comprising over 100,000 individual people and 400 million+ data points.

Andrew Gilbert, director of platforms AUSEA at Yahoo, said attention has rapidly become a vital component of the media planning ecosystem and this partnership is a major milestone in advancing its use.

"All of the major holding groups in Australia use Amplified Intelligence's data as part of their planning process," he said.

"Adding programmatic measurement creates a significant opportunity for them to move past just high level planning and get deeper insights into their programmatic investment across desktop, mobile, tablet, and Connected TV.”

Karen Nelson-Field, founder and CEO of Amplified Intelligence, said attention is now widely accepted as a crucial part of any media buy and this integration is going to be a huge boost for the company's partners.

"Now brands can get real-time human attention insights from their campaigns which in turn will help them optimise for better outcomes," she said.

"Yahoo’s expertise in programmatic will help Amplified Intelligence's partners to track attention effectively, which is very exciting for us.”