Partners Combine Attention Data and Smart Bidding Tech

Adelaide, Australia-based omnichannel attention measurement company Amplified Intelligence has partnered with AI firm Chalice Custom Algorithms to combine its attention data with smart bidding technology.

NYC-based Chalice was founded by a team of advertising, data science and tech veterans in 2020 and is backed by TD7, the investment arm of analyst firm The TradeDesk. The company's AI application allows client brands to apply their own data and analytics to real-time decisions about ad buys.

The partners say the new combination will allow media buyers to 'instantly direct ad spend to high-engagement placements', and cites proof-of-concept trials in the US and Australia, managed by Lucid, which they say have successfully demonstrated 'clear viability and potential for insight-driven bidding to improve performance'.

Karen Nelson-Field, founder and CEO of Amplified Intelligence, comments: 'We are motivated by a strong commitment to power global adoption of attention-led advertising, and with Chalice's algorithm showing how simple it is to instantly optimize spend towards attentive impressions, we're demonstrating how easy it is for agencies and advertisers to increase ROI and minimise wasted impressions which play out to zero eyeball'.

Chalice CEO Adam Heimlich adds: 'Amplified Intelligence has become a standout figure in the attention-measurement arena for its steadfast dedication to rigorous analysis, consistency and transparency. Combining these shared values with our own long-running specialist knowledge in algorithm building creates a powerful blend'.

Web sites: www.amplifiedintelligence.com.au and www.chalice.ai .