Strategic partnership with Amplified enables Smartly to boost ad effectiveness and drive greater media efficiency
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London, New York, Adelaide 3 June 2025 – Amplified, the global pioneer in human-led media measurement, has announced its partnership with Smartly, the leading AI-powered advertising technology company. The partnership marks the integration of Amplified’s industry-leading Attention Adjusted Reach Curves™ (AARC) into Smartly’s ecosystem, enabling native attention-powered media planning.

By integrating Amplified’s robust global attention dataset from over 38 billion human attention data points across 21 countries, AARC allows media buyers to identify where real audience engagement lies, enabling smarter decisions on ad placements, frequency, and budget allocation.

This strategic partnership will introduce predictive attention metrics into day-to-day media planning, transforming how marketers plan and measure campaign effectiveness. The integration allows Smartly customers to move beyond impressions and MRC standards by embedding high-quality, attention-based metrics into campaign planning. 

This empowers media buyers to optimise campaigns for higher-quality impressions that actually get seen, resulting in increased campaign effectiveness, smarter budgeting, and more transparent reach estimates.

“Attention is now a vital component of the media planning ecosystem. We’ve proven time and again that advertisers who adopt attention as a key metric gain a competitive edge by proving real engagement, optimising media spend, and delivering stronger results. This integration with Smartly is another benchmark in proving the value of human-first attention data, enabling brands to optimise for outcomes that matter and make the most of their ad dollars,” said Dr. Karen Nelson-Field, Founder of Amplified, who was in attendance at the partnership launch event in Berlin last month. 

Amplified’s robust dataset brings rigour, scale, and credibility to attention-based planning, reinforcing both companies’ commitment to maximising advertising effectiveness. 

“Smartly has always focused on delivering outcomes that matter and attention is one of the most meaningful signals of impact,” said Moses Velasco, CPO, Smartly. “By integrating Amplified’s advanced attention metrics into our platform, we’re giving brands a powerful new lens to plan, optimize, and measure performance. This partnership reinforces our commitment to helping marketers move beyond surface metrics and drive truly engaging, high-performing campaigns.”

This launch represents a step-change for marketers seeking to harness the power of predictive attention metrics, ensuring every media investment delivers measurable, real-world impact.

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About Smartly
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Smartly is the AI-powered advertising technology company ranked as the leader in The Forrester Wave™: Creative Advertising Technologies. Our platform unifies creative and media to produce intelligent creative—dynamic, data-driven image and video assets optimized for seamless activation across channels. Brands manage, optimize, and scale high-performance campaigns in one place, achieving PwC-validated results, including a 5.5x return on ad spend (ROAS) and 42 minutes saved every hour.

We support 700+ brands and manage over $6 billion in ad spend globally. With strategic partnerships across major media platforms—including Amazon, Google, Meta, Pinterest, Reddit, Snap, and TikTok—we help Fortune 500 companies deliver relevant advertising at speed and scale. Backed by deep media expertise and best-in-class customer support, we empower brands to maximize performance and drive real business outcomes. Visit Smartly to learn more.

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About Amplified
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Amplified is the global pioneer in human-led media measurement. Its platform, research services and data integrations enable brands and agencies to measure, predict and optimise real human attention - a proven metric that drives stronger business outcomes in advertising. Offering predictive planning tools, creative analysis and in-flight campaign measurement, Amplified delivers data-driven insights built on world-leading research and real behavioural signals. Trusted by global media leaders including Meta, OMG, Spotify, Pinterest and Snapchat, Amplified is redefining media performance in the attention economy - turning attention from a buzzword into a strategic advantage.