The Future of Mobile

Playground xyz and PubMatic team up to improve audience attention

Mobile Marketing - Member Content

Playground xyz has unveiled a new partnership, which will see supply-side AdTech specialist PubMatic adopting its Attention Intelligence Platform (AIP).

AIP fuses eye tracking panel data with an advanced AI to optimise attention - how long in seconds an ad is actually looked at - in real time.

Brands are obviously interested in this tech. Attention time is highly predictive of brand and performance outcomes, making it a barometer for advertisers to improve campaign effectiveness. AIP makes attention insights actionable and also lets brands optimise their campaigns towards attention while the campaign is running.

Now, with this new partnership, advertisers using PubMatic can create bespoke, high-attention marketplaces within the sell-side platform – and adjust ad spend towards the inventory that is securing the highest levels of attention.

Rob Hall, CEO of Playground xyz, said: “Advertisers are starting to harness the power of measuring and optimising 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

Peter Barry, Vice President of Addressability and Commerce Media, PubMatic, added: “We are seeing the demand for attention-based solutions continue to surge and are excited to offer advertisers the ability to choose Playground xyz’s industry-leading high-attention marketplaces within our platform. Integrating AIP’s Attention Time capabilities is an exciting step forward in allowing the world’s biggest brands to take action on attention.”