Amplified, the global pioneer in human-led media measurement, has announced its partnership with Smartly, the leading AI-powered advertising technology company. The partnership marks the integration of Amplified’s industry-leading Attention Adjusted Reach Curves™ (AARC) into Smartly’s ecosystem, enabling native attention-powered media planning.
By integrating Amplified’s robust global attention dataset from over 38 billion human attention data points across 21 countries, AARC allows media buyers to identify where real audience engagement lies, enabling smarter decisions on ad placements, frequency, and budget allocation.
This strategic partnership will introduce predictive attention metrics into day-to-day media planning, transforming how marketers plan and measure campaign effectiveness. The integration allows Smartly customers to move beyond impressions and MRC standards by embedding high-quality, attention-based metrics into campaign planning.
This empowers media buyers to optimise campaigns for higher-quality impressions that actually get seen, resulting in increased campaign effectiveness, smarter budgeting, and more transparent reach estimates.
“Attention is now a vital component of the media planning ecosystem. We’ve proven time and again that advertisers who adopt attention as a key metric gain a competitive edge by proving real engagement, optimising media spend, and delivering stronger results. This integration with Smartly is another benchmark in proving the value of human-first attention data, enabling brands to optimise for outcomes that matter and make the most of their ad dollars,” said Dr. Karen Nelson-Field, Founder of Amplified, who was in attendance at the partnership launch event in Berlin last month.
Amplified’s robust dataset brings rigour, scale, and credibility to attention-based planning, reinforcing both companies’ commitment to maximising advertising effectiveness.
“Smartly has always focused on delivering outcomes that matter and attention is one of the most meaningful signals of impact,” said Moses Velasco, CPO, Smartly. “By integrating Amplified’s advanced attention metrics into our platform, we’re giving brands a powerful new lens to plan, optimize, and measure performance. This partnership reinforces our commitment to helping marketers move beyond surface metrics and drive truly engaging, high-performing campaigns.”
This launch represents a step-change for marketers seeking to harness the power of predictive attention metrics, ensuring every media investment delivers measurable, real-world impact.
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