ATTEX Data and WPP Media Join Forces to Enhance Attention Metrics

ATTEX Data Partners with WPP Media for Enhanced Insights

ATTEX Data emerges as a leading player in attention data solutions through a significant partnership with WPP Media.

In a strategic move poised to reshape the landscape of consumer attention measurement, ATTEX Data is thrilled to announce its collaboration with WPP Media, the world’s foremost marketing communications firm. This partnership marks ATTEX Data’s official separation from Tobii AB, a pioneer in eye tracking technology, and positions the new company for future success and innovation in the field.

Maria Westergaard has been appointed as the CEO of ATTEX Data, taking on the exciting challenge of establishing the company and steering it towards notable international growth. Emelie Löfdahl, previously leading the ATTEX initiative at Tobii for seven years, will serve as Board Chair, continuing her invaluable advisory role.

Leveraging more than two decades of expertise from Tobii in eye tracking, ATTEX Data is dedicated to offering the most extensive dataset generated from numerous passive, always-on panels. By transforming genuine human attention signals into actionable insights, this innovative company empowers brands, media houses, and tech platforms to accurately discern what captures audience focus and the significance of these insights.

“Advertisers fundamentally purchase attention. If attention is absent, a brand gains no advantage. Hence, enhancing media buying strategies to maximize authentic human attention is crucial, and ATTEX Data facilitates this,” expresses Maria Westergaard, the company’s CEO.

ATTEX Data seamlessly operates expansive attention panels throughout the Nordic area, encompassing mobile and desktop environments like display advertising, social media platforms, mobile applications, and video streams. This outreach encompasses a diverse demographic and a variety of media interactions. ATTEX Data’s panels are already providing vital insights to leading agencies and platforms, facilitating ongoing partnerships with WPP Media and other prominent media entities.

“ATTEX draws on more than twenty years of exceptional research and innovation stemming from Tobii. Our goal has always been to uncover the true potential of attention data for brands and consumers alike,” states Gunnar Troili, Senior Vice President of Products & Solutions at Tobii. “Under Maria’s leadership, ATTEX operates as an agile-focused organization with a leader versed in both global media dynamics and cutting-edge AI technologies.”

“Grasping attention data is essential for refining advertising approaches and enhancing consumer experiences. The proprietary technology of ATTEX Data, coupled with Tobii’s renowned legacy in eye tracking, presents a transformative approach to planning, optimizing, and evaluating media strategies. We are eager to enhance our collaboration with ATTEX Data,” remarks Elias Bjerkeryd, Product Director at WPP Media.

With WPP Media serving as a pivotal strategic ally, ATTEX Data is scaling its operational footprint globally, broadening its influence across the diverse fields of media, advertising, and technology. The company is engaging with numerous top global brands and agency collectives to incorporate attention data into their planning, measurement, and AI optimization frameworks, with accelerated growth anticipated into the future.

As part of the spin-off agreement, Tobii AB emerges as the principal shareholder of ATTEX Data, sustaining a strategic partnership that allows ATTEX to utilize Tobii’s advanced eye tracking technology for comprehensive attention measurement across massive datasets.

About ATTEX Data

Based in Stockholm, ATTEX Data is a forward-thinking spin-out from Tobii AB, the authoritative leader in eye tracking technology. The company develops cutting-edge attention data solutions, assisting brands and media organizations in understanding, quantifying, and refining consumer attention in real-time across various mobile and desktop platforms.

For additional inquiries:
Maria Westergaard, CEO
ATTEX Data
+46 737 87 42 00

Frequently Asked Questions

What is the significance of ATTEX Data's partnership with WPP Media?

The partnership aims to innovate consumer attention measurement, leveraging ATTEX Data's expertise in transforming human attention into actionable insights.

Who is leading ATTEX Data after its spin-out from Tobii?

Maria Westergaard has been appointed as CEO, while Emelie Löfdahl serves as the Board Chair, ensuring continued guidance from experienced leadership.

How does ATTEX Data enhance advertising effectiveness?

By providing insights on what captures consumer attention, ATTEX Data enables advertisers to optimize their media buying strategies effectively.

What technologies does ATTEX Data employ?

ATTEX Data utilizes advanced eye tracking and attention measurement technologies, capitalizing on over 20 years of expertise from Tobii.

Which industries benefit from ATTEX Data's solutions?

ATTEX Data benefits a range of sectors including media, advertising, and technology, helping improve understanding of consumer attention across platforms.

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