Both recognise the importance of attention. Only one measures it directly.
Amplified and Adelaide have both played important roles in advancing attention as a meaningful media metric. The difference lies in how attention is generated, how it is applied and the level of insight it provides. Adelaide has become a recognised leader in attention-based media quality, helping advertisers optimise programmatic buying through its proprietary Attention Unit (AU).
Amplified takes a different approach. Rather than modelling the probability of attention, we measure real human attention and use that intelligence to improve creative, media planning and marketing effectiveness. Where Adelaide is designed to improve media buying, Amplified is designed to improve the entire marketing system.
Adelaide's platform was built around a simple objective:
Help buyers identify higher-quality advertising inventory before they bid. Its proprietary AU score combines multiple contextual and behavioural inputs into a single attention metric that can be activated through DSPs, SSPs and publisher marketplaces.
Amplified begins from a different question. What actually happened when a real person experienced this advertising? Our technology combines large-scale human eye-tracking with advanced machine learning to understand not only whether advertising had the opportunity to be seen - but how attention behaved, why it changed and what marketers should do next.
Both providers agree that effective use of attention improves marketing outcomes. The distinction is where that attention originates - modelled probability, or measured behaviour.
Both providers acknowledge that effective use of attention can improve marketing outcomes. The distinction is where that attention originates.
Adelaide’s AU is a predictive model that estimates the quality of media environments using multiple data sources and contextual signals.
Amplified begins with direct human observation. Every insight is grounded in real people consuming advertising in genuine viewing environments.
Amplified combines best-in-class research methodologies with market-leading attention measurement to help platform owners and media partners answer their most important commercial questions. Whether it's validating the attentive power of advertising inventory, measuring in-market brand impact, understanding audience behaviour, or uncovering opportunities through deep audience segmentation, our technology and machine learning models deliver robust, actionable attention insights tailored to each business challenge.
Across genuine media environments
Across multiple devices
Across TV, digital, social, cinema and OOH
Under real-world distraction
TV
Social
Online video
Cinema
Out of home
In attention measurement, not all datasets or processes are like for like - and not all references to “human attention data” mean the same thing.
Some attention models may have been informed by historic third-party datasets, including earlier Amplified research. But this should not be confused with access to Amplified’s current data, methodology, platform technology or continuously refreshed attention intelligence.
Any historic dataset Amplified supplied externally was limited to the research context of the time. It was aggregated, not granular, and does not reflect the live platform, device, format and market-level datasets Amplified uses today.
This distinction matters because media behaviour changes quickly. Platforms evolve, devices change, formats launch, and how people attend to advertising shifts with them.
Amplified continues to collect, refresh and validate real human attention data across platforms, formats, devices and markets. That ongoing ground truth is what underpins our measurement products, predictive modelling and AttentionAI - ensuring our outputs reflect how people are paying attention now, not how media behaved years ago.
One of Amplified’s key differentiators is that we recognise attention as a spectrum. Rather than reducing everything to a single number, our methodology distinguishes between three distinct states.
The moments where people are consciously processing the advertising.
The time viewers spend looking near, but not directly at your ad.
Moments where the advertising simply isn’t working.
These insights allow organisations to understand not simply where attention exists, but why.
In attention measurement, not all datasets or processes are like for like - and not all references to “human attention data” mean the same thing.
Some attention models may have been informed by historic third-party datasets, including earlier Amplified research. But this should not be confused with access to Amplified’s current data, methodology, platform technology or continuously refreshed attention intelligence.
Any historic dataset Amplified supplied externally was limited to the research context of the time. It was aggregated, not granular, and does not reflect the live platform, device, format and market-level datasets Amplified uses today.
This distinction matters because media behaviour changes quickly. Platforms evolve, devices change, formats launch, and how people attend to advertising shifts with them.
Amplified continues to collect, refresh and validate real human attention data across platforms, formats, devices and markets. That ongoing ground truth is what underpins our measurement products, predictive modelling and AttentionAI - ensuring our outputs reflect how people are paying attention now, not how media behaved years ago.
Media quality is only half of the equation. Even premium inventory cannot compensate for ineffective creative. AttentionAI enables marketers to evaluate creative before campaigns launch by analysing:
Adelaide has built a powerful solution for programmatic activation. Amplified extends attention across every stage of campaign development. Our data supports:
Modelled from multiple data sources
Predictive AU score
Historic aggregated dataset only
Primarily media quality prediction
Inventory optimisation
API integrations
Limited
Primarily digital & CTV
Independent validation of AU methodology
Both companies are recognised contributors to the attention economy. The comparison above reflects differences in methodology, product focus and primary customer use cases.
Attention is influenced by two things: Where advertising appears, and what advertising people experience. Most attention solutions focus primarily on the first. Amplified measures both enabling better decisions.
AI is only as reliable as the behavioural data used to train it.
Artificial intelligence is transforming advertising. Amplified’s machine learning models are trained using extensive real human eye-tracking data collected across genuine viewing environments. This creates predictive models that are anchored in observed behaviour rather than inferred relationships alone.
It’s the difference between buying better inventory
and building better marketing.
Adelaide has successfully demonstrated that media quality matters.
Amplified demonstrates why it matters, how creative influences it, how people actually behave and how that attention drives measurable business outcomes.