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.
CDP Simon Data has released three new features. Enrich+ will enhance customer profiles with new core demographic fields. An Engagement Index (yes, scoring engagement) will be added to Simon Predict, while AI Smart Fields will attach attributes to profiles based on data rather than a predefined model.
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.
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.