Funds for Neuro Attention Measurement Firm DIRT

Neuroscience-based consumer attention measurement firm DIRT Research Technologies has closed a pre-seed funding round of $2m, with which to expand data collection and enhance its audience insight tools with AI.

Founded in 2020 by CEO Ryan Anthony and based in New York, DIRT has developed technology that collects physiological data from live audiences, analyzes it, and delivers insights to enhance audience engagement. With the funding, it will integrate AI to conduct real-time simulations and help customers develop highly customized content for their target audiences.

The funding was led by Mark Cuban, Dean Dakolias, and others from the gaming, finance, and branding sectors. Cuban comments: 'Right now, AI emphasizes quantity over quality. But to forge meaningful connections, content has to be impactful. With its unique blend of neuroscience and predictive analytics, DIRT can identify how to capture that attention, setting it up to transform industries from advertising to gaming and beyond'.

'Emotional responses underpin every decision we make' says Anthony. 'Our tech measures content at the physiological level and identifies what connects with people. These insights significantly enhance traditional audience measurements like surveys, A/B testing, user interviews, and focus groups'.

The company's splendidly self-effacing URL is www.wearedirt.com .