Integrated Ad Science is also in the attention game, releasing a new Quality Attention Optimization Tool. Partnering with Lumen Research, it will offer attention measurement across programmatic and social campaigns. Lumen’s technology unifies media quality and eye-tracking measurements and is, of course, AI-powered.
Nielsen built its business measuring advertising audiences, but if you’d rather measure attention, they’re cool with that. Their Outcomes campaign effectiveness suite just added technology from Realeyes, which uses AI-powered attention heat maps to detect visual elements that drive higher attention. Users will get performance scores for ads across multiple markets and audience segments.
Once Open AI admitted it was considering ad sales, it followed like night the day that they’d want to expand the audience they can deliver. Sure enough, ChatGPT Search is being offered to everyone, not just paid subscribers. You can even make it your browser’s default search engine. Oh joy!
Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever. Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”. Kantar Media accounts for 4,500 of Kantar Group’s 25,000 employees.