Vidmob partners with Realeyes to boost attention performance

Vidmob has announced a new partnership to integrate Realeyes’ attention metrics into its creative data platform.

As a result, the partnership will combine the two firms’ technology to boost attention performance for every ad from any account linked to Vidmob.

Meanwhile, the partnership will bolster Vidmob’s creative analytics with AI-generated recommendations for improving ads to capture more attention and maximise media investments.

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According to the company, Vidmob’s AI-based software helps brands and agencies to develop best practices and ensure they are rolled out across all media campaigns.

The first trials are launching in Q2 with three global brands and will be available mainstream in Q3.

Vidmob CEO and Co-Founder, Alex Collmer, said: “Attention is the dividing line between ad delivery and ad effect, and is a strong predictor of a brand’s future sales.

“Vidmob’s partnership with Realeyes to integrate attention data is another key step in the journey to marry creative data with all of the behaviours that marketers care about, thus helping them make ads and media campaigns more impactful while driving effectiveness on a global scale.”

Realeyes CEO, Mihkel Jäätma, added: “The volume of creative assets to be managed across multiple ad networks has ballooned in recent years.

“Generative AI tools and dynamic content systems are only accelerating this trend. The deprecation of third-party cookies is forcing advertisers to rethink how to understand and connect with consumers. All these forces present a new mandate for advertisers to gain greater control over their creative performance.”

The news comes as Vidmob recently launched its latest AI-powered feature designed to help marketers monitor and analyse the diversity represented in their advertising.