What Amplified Intelligence does

Amplified Intelligence (now branded Amplified) is an Adelaide-headquartered audience measurement company founded in 2017 by Dr Karen Nelson-Field. It operates in the attention economy, measuring how humans actually look at and engage with advertising across digital, social, video, audio, out-of-home, cinema, and AR environments, as a substitute for legacy viewability and impression-based metrics. The company's core technology combines proprietary eye-tracking and facial detection hardware/methodology, a dataset of 50B+ real human attention data points gathered across 21+ markets with 2M+ participants, and a predictive AI system called AttentionAI that models how audiences will engage with a creative asset across platforms, formats, and demographics before media spend is committed.

The product surface spans AttentionAI (predictive attention modeling, generally available from June 2026), a Campaign Strategy and Performance SaaS platform for media planning and in-flight measurement, a self-service creative testing tool priced at $499 per creative with under-24-hour turnaround, a free ad tester funnel tool, bespoke research services using field eye-tracking, and API-driven integrations that embed attention metrics into third-party planning tools. Revenue is generated through a hybrid model combining high-touch bespoke research and strategic partnerships (enterprise), subscription-based platform access, and a pay-as-you-go self-service testing layer (SMB/individual).

Amplified sells to four primary segments: platforms and publishers seeking to validate inventory quality, agencies and holding groups (WPP, Publicis, Dentsu, IPG, OMG) integrating attention into planning tools, brands and advertisers (PepsiCo, Unilever, Mars, Shell, Meta, Snapchat, Pinterest, Spotify, Yahoo, Deutsche Telekom, Virgin, RedBull, among others) optimizing creative and media decisions, and industry trade bodies collaborating on measurement standards. The company is privately held and venture-backed, with a AUD3 million post-seed round led by TEN13 in September 2021 (with Tractor Ventures participating) as the only disclosed funding event; it operates from offices in Adelaide, Sydney, London, and New York.

Name

Amplified Intelligence

Legal name

Amplified (Amplified Intelligence)

Website

https://amplified.co

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Amplified Intelligence is an audience measurement company that quantifies real human attention to advertising using proprietary eye-tracking data and predictive AI. It serves brands, agencies, holding groups, and media platforms with research services, a SaaS planning platform, and self-service creative testing.

Ownership category

akta.pro rank

Product category

Advertising Measurement Technology

NAICS

Software Publishers (513210), Advertising Agencies (541810)

SIC

Services-Prepackaged Software (7372), Services-Advertising (7310)

akta.pro primary industry

Advertising, Marketing & Customer Personalization (HDAAAGAC)

akta.pro secondary industry

Content-Aware/AI Media Processing (Per-Title Encode, Scene Detection) (MPAHAHAH)

Keywords

• Attention measurement technology
• Ad effectiveness measurement
• Media planning analytics
• Creative testing platform
• Attention economy research

Headquarters

HQ city

Adelaide

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Self-Service Creative Testing: Per-creative testing at $499 with results delivered in under 24 hours. Includes attention performance metrics, media recommendations, creative recommendations, and second-by-second attention decay analysis for all applicable formats.
2. Bespoke Research Services: Custom attention measurement studies for brands, agencies, and platforms. Includes field measurement with eye-tracking, cross-market studies, and gold-standard validation methodology.
3. Attention Partnerships: Strategic partnerships providing exclusive access to research, insights, technology, and strategic collaboration. Includes custom attention solutions, proprietary research access, exclusive data analytics, and bespoke training.
4. Campaign Strategy Platform: SaaS platform for attention-driven media planning, campaign strategy optimization, and attention-adjusted reach measurement.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Amplified Intelligence builds and sells AI-powered attention measurement software that quantifies how real humans pay attention to advertising across digital, video, audio, social, and out-of-home environments. The platform combines a predictive AI system (AttentionAI) with a self-service SaaS media planning tool and a per-creative testing service ($499 per creative, results in under 24 hours), backed by 50B+ real human attention data points captured via proprietary eye-tracking technology in natural advertising environments.

Product overview

Amplified offers a unified attention measurement platform consisting of multiple integrated products: AttentionAI (predictive AI for pre-campaign attention modeling), the Platform (campaign strategy and performance measurement tools), Self-Service Creative Testing ($499 per creative, results in 24 hours), Research Services (bespoke studies with eye-tracking), Integrations (API-driven), and Partnerships (strategic). The platform is backed by 50B+ real human attention data points and covers 21+ markets globally.

Differentiator

Problem solved

Functional benefit

Brands

• AttentionAI: AI-powered attention measurement technology that models human attention at scale, predicting how audiences will engage with advertising before campaigns launch.
• Amplified Platform
• Creative Testing

Products and services

• AttentionAI Predictive AI system that models human attention at scale, turning a single creative asset into a modelled attention dataset by analyzing creative DNA (faces, objects, motion, text) frame-by-frame and predicting attention across platforms, formats, and demographics before media spend is committed.
• Amplified Platform (Campaign Strategy) Self-service SaaS media planning platform providing attention benchmarks, channel and format analysis, audience analysis, creative recommendations, attention-adjusted reach metrics, and media plan optimization for omnichannel scenarios.
• Amplified Platform (Campaign Performance) In-flight attention measurement providing live attention performance tracking and second-by-second attention decay insights for every ad placement, enabling real-time optimization and campaign adjustments.
• Self-Service Creative Testing Self-service tool that scores ad creative across major social and digital platforms (Facebook, Instagram, TikTok, YouTube, Snap, Pinterest, General Web) using AttentionAI; delivers attention performance metrics, active/passive/non-attention seconds, platform-fit and media recommendations, second-by-second attention decay, and creative recommendations in under 24 hours at $499 per creative.
• Research Services (Bespoke Attention Studies) Bespoke attention measurement studies including field eye-tracking in live advertising environments (2M+ participants), cross-market studies across 21+ markets, and gold-standard peer-reviewed methodology validation for platform validation, campaign insights, and tailored research programs.
• Integrations (Attention API) API-driven integrations enabling media planning intelligence (attention metrics fed into planning and buying tools to optimize investment before campaigns go live) and in-flight verification (real-time attention measurement without tracking tags), embedding attention data into existing platforms and tools for agencies, publishers, platforms, and brands.
• Free Ad Tester Free attention insights tool for video creative providing attention scores, benchmarks, and format-specific performance across platforms, intended as a top-of-funnel preview that drives conversion to the paid Self-Service Creative Testing tool.
• Digital Advertising Effectiveness Calculator Free calculator that estimates advertising inefficiency and wastage by calculating how much ad spend captures real human attention versus ads receiving no or minimal active attention.

Quantifiable outcome

• +50% Brand Uplift from Spotify video ads vs baseline
• +11 more outcomes

Named customers22 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core.

• QMScoreStrategic or Co-development PartnerPartnership for quality-focused attention measurement in out-of-home advertising. QMS partnership found 90% of tested OOH sites achieved over 2.5 seconds of active attention. Collaboration on the largest outdoor attention study globally.
• Spotify IndiacoreStrategic or Co-development PartnerFirst-of-its-kind attention measurement study in India capturing 7,900+ ad views from 2,500 users across video and audio formats. Study revealed +50% brand uplift from video ads and +28 STAS points from cross-platform advertising.
• PinterestcoreStrategic or Co-development PartnerPartnership to explore total attention (active + passive) on Pinterest. Study revealed 7.3x more passive attention vs other platforms, 170% more total attention, +6.7% attentive seconds per $. Pinterest positioned as high-performance branding platform.
• PepsiCo EuropecoreStrategic or Co-development PartnerPartnership to understand how brand size impacts attention dynamics. Research across Poland (16th market) analyzed 2,300+ social ads from 1,000+ participants. Key findings: 4x uplift per active attention second for smaller brands.
• ScreenvisioncoreStrategic or Co-development PartnerPartnership to measure active, passive, and non-attention in cinema environments. Study proved cinema delivers highest active attention among media channels with sustained engagement throughout preshow and ads.
• Snapchat & OMDcoreStrategic or Co-development PartnerResearch collaboration enabling live measurement of how audiences interact with Snapchat Lenses, providing first accurate view of AR attention-seizing power.
• Video Futures CollectivecoreStrategic or Co-development PartnerIndustry-endorsed study with Australia's foremost video streaming platforms. Study found 80% attentive viewing for streaming video ads vs ~20% in digital environments; 123% more attentive viewing than scrollable social.
• OMG UKcoreStrategic or Co-development PartnerIntegration of AV attention measurement into OMG UK's planning toolkit. Results: 11% more effective media, estimated $2.5 million USD annual savings for clients through attention-first planning.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• DoubleVerify: Publicly-traded ad verification and measurement company that recently expanded into attention measurement through partnerships and acquisitions. Directly comparable as a third-party attention/visibility measurement layer for advertisers and platforms.
• Integral Ad Science (IAS): Public ad verification and optimization company offering viewability, fraud, brand safety, and attention metrics. A direct competitor to Amplified in the attention measurement category serving platforms, agencies, and brands.
• Lumen Research: UK-based attention measurement company using eye-tracking to provide attention metrics on digital advertising. Direct peer with similar methodology, target customers (advertisers, agencies, platforms), and product positioning.
• Realeyes: Attention and emotion measurement company using webcam-based facial coding to evaluate ad creative. Direct peer in the AI-based attention measurement space, serving similar advertiser and agency customers.
• TVision: Attention measurement company focused primarily on CTV and linear TV, using computer vision to measure eyes-on-screen attention. Direct peer in attention measurement, with overlapping methodology and enterprise advertiser customer base.
• Playground xyz: Australia-based attention measurement company using eye-tracking panels to score digital ad placements. Direct regional peer with comparable methodology and shared customer base across Australian and APAC advertisers.

Emerging players

• Adelaide: Adelaide-based attention metrics provider offering AU (Attention Unit) scoring for media planning. An emerging direct peer with similar attention-based planning proposition, though with a more limited media-channel focus.
• Zefr: Brand suitability and attention measurement company focused primarily on social video platforms. Emerging peer with partial overlap — competing for ad-quality measurement budget at major platforms and agencies.

Broad incumbents

• Smart Eye (Affectiva): Acquired Affectiva to enter the attention/emotion AI space via facial analysis. Broad incumbent with significant automotive roots, now expanding into media measurement — comparable underlying technology but much wider portfolio.
• Oracle Advertising (Moat): Oracle-owned ad verification and viewability measurement suite. Broad incumbent with significant reach into enterprise advertisers; less specialized than Amplified in attention specifically, but competes for the same measurement budget.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Amplified Intelligence