MEDIA RELEASE: Sydney, Australia – October 3 , 2023 – Advertisers will for the first time be able to measure the attention across their programmatic advertising buy following a major new partnership between Yahoo and Amplified.

The market-first partnership will see Amplified's live 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.

Andrew Gilbert, Director of Platforms AUSEA at Yahoo, says: “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's data as part of their planning process. 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.”

Amplified, an Australian owned and operated company, is the global pioneer in attention measurement. Its platform 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.

This new partnership is expected to dramatically enhance the effectiveness of attention planning for advertisers using the Yahoo DSP.

Dr Karen Nelson-Field, Founder of Amplified, says: “Attention is now widely accepted as a crucial part of any media buy and this integration is going to be a huge boost for our partners. Now brands can get real-time human attention insights from their campaigns which in turn will help them optimise for better outcomes. Yahoo’s expertise in programmatic will help Amplified Intelligence’s partners to track attention effectively, which is very exciting for us.”

The new capability is now being rolled out across the Yahoo DSP.

About Yahoo:

Yahoo serves as a trusted guide for hundreds of millions of people globally, helping them achieve their goals online through our portfolio of iconic products. For advertisers, Yahoo Advertising offers omnichannel solutions and powerful data to engage with our brands and deliver results. To learn more about Yahoo, please visit yahooinc.com.

About Amplified:

Amplified is a global leader in the research and measurement of online human attention – the most valuable and important indicator of ad success. The company’s pioneering AI-powered technology, world-leading research and easy-to-use media planning platform help brands and agencies run more efficient, impactful, and successful ad campaigns. The company won “Most Effective Use of AI Machine Learning” at The Drum Awards for Digital Industries 2022 for its development of human attention metrics.

Founded in Adelaide, Australia, in 2017 by Dr Karen Nelson Field – a globally acclaimed author and media science pioneer – the company’s mission is to revolutionise the way media is traded to focus on attention, making it fairer and more accountable. Customers include Dentsu, IPG, OMG, Publicis, WPP, Deutsche Telekom, Mars, Meta, PepsiCo, Shell, Spotify, Yahoo.