In
2025
IAB and ARF released the first official Attention Framework
In 2025, the IAB and ARF released the first official Attention Framework, marking a global turning point in how media performance is defined. But for Amplified, attention hasn’t just arrived

It’s been our foundation since day one.

Before it was a framework, it was a movement.

From pioneering research to product innovation, market leading methodology to literally writing the book on attention, we’ve spent the last seven years helping the world’s biggest brands, agencies and platforms reframe what media success looks like, not by impressions served, but by real human attention earned.

This is our journey. The campaigns, the science, the breakthroughs and how we helped shape the category now taking centre stage.

This is your Amplified Wrapped.
From Thesis to Industry Standard

How did we get here?

Instead of just celebrating big attention stats, this year’s Amplified Wrapped marks a pivotal moment. With the IAB/ARF’s attention framework now live, the future of measurement is clearly human-led - and we’ve been building towards it for 7 years. Thank you to everyone who has joined the movement along the way…

2017
As an academic researching media, I uncovered an inconvenient truth the industry didn’t want to hear: time-in-view wasn’t measuring exposure at all. It measured ad delivery, not whether a human actually saw the ad. It was like paying Amazon to deliver a package that never arrives. Once I saw that injustice, I couldn’t ignore it.
I left the university because someone needed to call it out and fix it."
Karen Nelson-Field
Attention pioneer and founder,
discussing how Amplified was born
Brand Milestone
Amplified Founded
The Centre For Amplified Intelligence (later Amplified) founded by Karen Nelson-Field.
Industry Milestone
Viewability becomes table stakes
As viewability standards were reinforced by industry bodies like the MRC and IAB - despite weak links to real outcomes - mobile, social, and skippable formats surged in popularity. At the same time, Karen Nelson-Field kicked off her foundational ‘Not All Reach Is Equal’ tour with ThinkTV, exposing the vast gap between social media impressions served versus those actually seen.
Karen Nelson-Field
Published The Attention Economy and How media Works
Karen Nelson-Field publishes The Attention Economy and How Media Works, laying the academic and commercial foundations for attention as a measurable, predictive driver
of advertising effectiveness.
2020
Industry Milestone
Death of third-party cookies announced
The deprecation of the third-party cookie signals a fundamental shift toward privacy-safe, people-centric measurement.
Brand Milestone
Amplified develops rigorous methodologies to measure human attention
Development of core attention-measurement IP and methodology, established scientific and technical basis for attention-as-a-metric.
Industry Milestone
Industry acknowledgement of inflated impressions & ineffective measurement
Influential marketers (e.g., P&G’s Marc Pritchard) publicly criticise inflated impressions & ineffective measurement.
Major Research Projects
Breaking New Ground: Radio, Broadcast & Beyond
In this pivotal stage, Amplified added radio to its growing measurement ecosystem, becoming the first to bring attention data to broadcast audio. It also cemented major partnerships across TV and digital platforms including Channel 7 (Australia), Finecast (UK), Nine (Australia), SCA (Radio), Twitter (Global), Facebook (Australia), and Are Media (Web), unlocking new layers of audience insight across formats and geographies.
2021
Brand Milestone
Rebrand to Amplified Intelligence
The Centre for Amplified Intelligence becomes Amplified Intelligence and rolls out a new look.
Industry Milestone
Viewability standards set
MRC formally recognises limitations of viewability, while privacy regulations begin to tighten (GDPR, CCPA enforcement).
Brand Milestone
Recognised. Awarded. Expanded.
Amplified acquires AttentvAds, expands into EMEA with a new UK office, and receives major recognition including the Drum Award for Most Effective Use of AI/Machine Learning, Drum Award for Game-Changing Technology, Campaign Asia-Pacific Tech MVP and the Grand Prix at the Irish Research Excellence Awards.
Major Research Projects
Scaling Attention: From Social to Streaming, Radio to OOH
Amplified delivers a series of industry-first studies across channels and markets, including Foxtel and Linear TV in Australia, Broadcast Radio Australia, OMD New Zealand (social and TV), cinema with Val Morgan, TV in Belgium via VIA, News Corp Australia (mobile), Teads US, social measurement across Saudi Arabia and the UAE, mobile gaming with AdColony/Digital Turbine, OMD Germany (social), Red C Research (Irish social), and the first-ever global studies with Snapchat and Yahoo mobile.
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."
Andrew Gilbert,
Director of Platforms AUSEA,
Yahoo
2023
New Product Development
Self service media planning tool launched
Marking a pivotal product evolution, Amplified releases its self-service planning tool, putting predictive attention data directly into the hands of marketers to plan smarter, faster and with real human insight from the very start.
Major Research Projects
Global Category Expansion and CTV Momentum
Amplified scaled its attention measurement footprint across multiple new media categories and global regions. From Pepsico Europe’s social campaigns, to Screenvision’s cinema inventory in the U.S., Yahoo’s mobile and desktop ads, Twitch live streaming, Spotify across Australia and India, SKY NZ TV, Binge’s SVOD platform, and GetYourGuide’s U.S. social campaigns.
We’re determined to break free from traditional digital media measurement. As part of this study, we wanted to look beyond simply assessing ‘why social platforms work best’ and dig into the finer details that have implications for our whole advertising approach: particularly exploring how current market share and brand placement affect campaign outcomes. The resulting data has more than met our expectations."
Marina Lokteva,
Media Strategy Lead,
PepsiCo Europe
New Product Development
Attention-Adjusted Reach and Live Attention Measurement launched
Amplified launched two breakthrough solutions, Attention-Adjusted Reach Curves and Live Attention Measurement, enabling advertisers to plan, buy, and optimise media based on real-time human engagement, not just impressions or viewability.
Brand Milestone
Expanded Industry Influence with New Programmatic and Research Partnerships
Amplified deepened its data infrastructure and industry influence through a programmatic integration with Yahoo, formal membership with the Coalition for Innovative Media Measurement (CIMM), and a strategic partnership with Chalice to scale real-world attention data across platforms.
Industry Milestone
Platforms begin integrating attention signals
Industry platforms begin incorporating attention signals into media buying and planning workflows, marking a pivotal shift from proxy metrics like impressions and viewability toward human-centric indicators of ad impact.
Karen Nelson-Field
Defining the Category, Leading the Conversation
As the attention economy gains momentum, Amplified's founder Dr. Karen Nelson-Field was named B&T’s #1 Data Scientist, recognised as a top AdTech, solidifying her role as the global authority shaping how attention is understood, measured and applied in media.
2024
New Product Development
Emotional Measurement Capabilities Launched
Amplified expands its analytics capabilities by introducing emotional measurement, capturing how people feel as well as pay attention, unlocking deeper insights into creative effectiveness and audience impact.
Karen Nelson-Field
Published The Attention Economy Category Blueprint
With her newest book Karen dives deeper into actionable strategies, offering a definitive guide to mastering attention measurement.
Major Research Projects
Breaking new ground in attention
This phase marked Amplified’s expansion into new measurement territory - launching the largest ever UK TV panel spanning 1,000 homes over 12 months, capturing attention on Snapchat AR Lenses and Emotions, deepening influencer understanding with OMD Australia, and adding platforms like Vevo TV (UK) and Pinterest to the growing list of media environments measured for attention.
Attention has well and truly positioned itself at the forefront of modern media metrics."
Christian Zavecz,
Chief Strategy Officer,
QMS
Brand Milestone
Launched Mastering Modern Media Attention course with WARC
Developed in partnership with WARC, this industry-first course helped marketers understand, apply and master attention measurement in modern media planning.
Industry Milestone
Industry Aligns on Attention’s Next Chapter
WARC and the ARF publish foundational large-scale research confirming attention as a critical metric, accelerating the industry-wide movement toward multi-factor, human-led response models that prioritise real engagement over proxies.
2025
Brand Milestone
$5M Funding Secured to Fuel Global Growth
Amplified secures $5 million in strategic investment, recognising our category leadership in attention measurement and accelerating the next phase of product innovation, global expansion and data infrastructure growth.
Major Research Projects
Global Growth & Streaming Scale
Amplified scales its global presence and streaming video capabilities, delivering projects across Netflix (Brazil & Mexico), India’s GCPL, SVOD with Binge Australia, linear TV with VCCP and MMS/MBC in Saudi Arabia, social studies for Get Your Guide and Mamamia, and TV research across Ireland and NZ.
Brand Milestone
Look beyond.
Amplified evolves its brand and platform, rebranding from Amplified Intelligence to Amplified while deepening its ecosystem through strategic partnerships with CreativeX, Smartly and The Trade Desk, embedding attention directly into creative, planning and activation workflows.
New Product Development
Attention tools in more places
Amplified launches its single-platform Creative Testing product, offering both API access and a streamlined self-service experience, giving users faster, more flexible ways to validate creative performance at scale.
These insights have become an invaluable tool for helping advertisers tailor creative, optimise media investment, and plan campaigns that maximise ROI and long-term brand impact."
Abhishek Loumish,
Group Manager, Marketing Science,
Snapchat
Karen Nelson-Field
Global Recognition & Industry Influence
Karen Nelson-Field is named #2 on PMW’s International Powerlist, and her landmark Cost of Dull research gains viral traction at the Cannes Lions Festival, cementing her and Amplified’s position at the forefront of media measurement innovation.
Industry Milestone
Attention Framework
The release of the IAB Attention Framework coincides with an explosion of short‑form and AI‑generated content, marking a defining moment where attention becomes essential for navigating scale, speed and creative saturation in modern media.

2026

Something big is coming

With the emergence of new tech and exciting developments in AI, we’re going to release another game-changing offering that will set yet another new standard for human-led measurement in media.
Validation from the MRC and IAB means the industry can finally move on. Attention no longer needs to be debated or defended; it can be written into marketing briefs with confidence. This brings long-needed clarity to a measurement space crowded with proxies, inconsistent definitions, inconsistent results and competing methodologies."
Karen Nelson-Field,
Attention pioneer, Amplified founder
I’m incredibly excited about what’s ahead for Amplified. We have genuinely game-changing developments on the horizon - from world-first research to new products that will further transform how attention is understood and applied."
Bec Brooks
Head of Operations & Research, Amplified

Setting the Global Benchmark for Human Attention

In 2025, Amplified’s dataset reached unprecedented scale capturing real human attention across 59.7 Billion datapoints, 1.35 Million panelists, 16 countries, and 69 media platforms. This is the world’s most comprehensive attention dataset, built from real people, real behaviour, and real environments giving brands and agencies unmatched clarity into how attention truly works.
amplified logo
Human Datapoints
59.7 Billion
World’s Largest Human attention database
Human Measured
1.35 Million
Reliable metrics from real humans in real environments
Creatives Tested
122,000
Attention-scored, second-by-second, at scale
Formats
63 Formats
From short-form to long-form, out-of-home to in-feed, and everywhere in between.
Platforms and Domains
69 Platforms
Measured where media actually meets people
Data collected from
16 Countries
Global data, local nuance
Amplified logo

And we’re still
only just getting started.

From the first attention benchmark to billions of data points, from media to creative to in-flight measurement, Amplified has always strived to be ahead of the curve.

As attention becomes the metric that defines modern media, we’re proud to have been here from the start, building the data, proving the outcomes and turning curiosity into a category. The next chapter of attention is about activation, integration and impact. And you won’t want to miss what we have planned next.

Thank you to all of our existing partners and clients, without you none of this would be possible.
Partner with Amplified
Learn more about our story ->