Vidmob and Realeyes Announce Integration

Vidmob is to integrate attention metrics from Realeyes into its creative data platform, to score attention performance for every ad from any ad account linked to it.

VidMob's 'Intelligent Creative' platform integrates analytics with the production of creative, to help brands produce, measure and optimize the performance of their creative ad assets across all major digital advertising platforms. In 2022 it raised $110m in a Series D round of funding.

Realeyes has trained its attention measurement software on fully consented webcam data from 17 million human test sessions, and promises 'instant attention predictions at digital scale'. Its Verify system 'lightweight' facial verification to fight bots and tackle user fraud, and is said to work 'dramatically better than CAPTCHA and other solutions'. Already this year the company has announced partnerships with Kantar and Veritonic.

As well as scoring attention performance, the latest deal will enhance Vidmob's creative analytics with AI-generated recommendations on how to improve ads to capture more attention and make media investments work harder.

Alex Collmer, Vidmob CEO and co-founder comments: 'Attention is the dividing line between ad delivery and ad effect, and is a strong predictor of a brand's future sales. Vidmob's partnership with Realeyes to integrate attention data is another key step in the journey to marry creative data with all of the behaviors that marketers care about, thus helping them make ads and media campaigns more impactful while driving effectiveness on a global scale'.

'The volume of creative assets to be managed across multiple ad networks has ballooned in recent years; says Mihkel Jä ätma, CEO of Realeyes. 'Generative AI tools and dynamic content systems are only accelerating this trend. The deprecation of third-party cookies is forcing advertisers to rethink how to understand and connect with consumers. All these forces present a new mandate for advertisers to gain greater control over their creative performance'.

The firms say their joint offer is being trialled from this quarter with three global brands, and will be available mainstream in Q3.

Web sites: www.vidmob.com and www.realeyesit.com .