Mumbai: Playground xyz, the leading attention measurement and optimization platform, has announced a new partnership between its Attention Intelligence Platform (AIP) and PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, allowing advertisers to create bespoke, high-attention marketplaces within the sell-side platform.

Playground xyz’s AIP technology fuses eye tracking panel data with an advanced AI to optimize Attention Time - how long in seconds an ad is actually looked at - across both creative and media in real time. Advertisers using PubMatic will now be able to bolster their campaigns and adjust ad spend towards the inventory that is securing the highest levels of attention.

“Advertisers are starting to harness the power of measuring and optimizing 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 Playground xyz CEO Rob Hall.

Attention Time is highly predictive of brand and performance outcomes, making it a revolutionary barometer for advertisers to improve campaign effectiveness. Playground xyz’s AIP solution makes attention insights actionable for advertisers by not only offering attention measurement but the ability to optimize their campaigns towards attention while the campaign is running.

“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,” said PubMatic vice president - addressability and commerce media Peter Barry.