Australia – Attention measurement and optimisation platform Playground xyz has announced a partnership with global adtech PubMatic. Said partnership aims to allow advertisers to create bespoke, high-attention marketplaces within the sell-side platform.
Playground xyz’s attention intelligence platform (AIP) technology fuses eye tracking panel data with an advanced AI to optimise ‘Attention Time’ which displays how long in seconds an ad is actually looked at across both creative and media in real time.
“Advertisers are starting to harness the power of measuring and optimizing their campaigns on a quality metric like attention, rather than proxy metrics like viewability. Making this revolutionary metric accessible to customers is a key step to adoption and we are excited to partner with PubMatic, one of the world’s leading ad tech companies, to provide this scalable solution to their clients, ” said Rob Hall, CEO of Playground xyz.
With the new features, PubMatic’s clients will now be able to bolster their campaigns and adjust ad spend towards the inventory that is securing the highest levels of attention.
Peter Barry, Vice President of Addressability and Commerce Media for PubMatic says that they see the growing demand for attention-based solutions and are excited to offer Playground xyz’s marketplaces within Pubmatic.
“Integrating AIP’s Attention Time capabilities is an exciting step forward in allowing the world’s biggest brands to take action on attention,” he added.
