Amplified Intelligence gets $3m funding for overseas expansion and R&D

Attention measurement outfit Amplified Intelligence has closed a post-seed funding round of $3 million from Ten13, an investment syndicate co-founded by Aussie tech entrepreneur Steve Baxter.

The funds will be used to accelerate the company’s product roadmap and expand its commercial team around the world, including making its first hires in the UK and US to service its growing client base in these key markets. It’s the first external capital taken by the company, ahead of an expected Series A funding round in 2022.

The company — headquartered in Adelaide, Australia — is the global leader in attention-based planning, buying and verification products, used by the biggest brands, agencies and platforms in the world, including OMD, WPP, Shell, Mars, Pepsi, Twitter, Facebook and Spotify.

Amplified’s AI-powered media buying platform AttentionTrace is now used by agencies and global brands across 24 countries since it was launched at the end of 2020.

Founded by academic and author, Professor Karen Nelson-Field, with chief growth officer Philip Townend (ex-Unruly/Newscorp) as Amplified Intelligence’s AI-powered attention-tracking technology provides advertisers with a more accurate picture of how much attention their campaigns are actually generating.

Nine Entertainment Co announced as part of its upfronts for 2022 that it would be partnering with Amplified Intelligence to undertake an initial and then ongoing piece of research to develop attention.

Ten13 managing partner Stew Glynn, said: “Amplified has a transformative vision for the shift towards an attention-based global advertising standard.

“The media sector is at a serious inflection point and Amplified currently has the lead position globally in attention-tracking software across multiple media formats. We believe the timing is right for their opportunity given the demise of the cookie and the emerging realisation across the industry that advertising should be measured on the value captured (attention) rather than impressions.

“CPM and impressions will no longer be the only metric and currency for advertising buying and thus ad spend will rightly shift to a new metric based on attention-adjusted seconds where advertising has been consumed – a more transparent currency of advertising value. We are excited to be a part of their growth.”


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