Amplified Intelligence to launch new attention trading tool, Hatched Media to onboard

Amplified Intelligence, Karen Nelson-Field’s attention measurement business, is set to launch a new trading tool, AttentionTrade, with independent media agency Hatched Media set to on board the product.

Speaking on this week’s Mumbrellacast, Nelson-Field, along with Hatched’s managing director, Jack Byrne and head of planning, Andrew Pascoe foreshadowed the new technology, to be launched to market in the near future.

“Karen has built technology, developed the data, developed the methodology, all of that sort of stuff  that allows us to measure some of the things that we’re talking about it, and once we can measure attention, then we can value attention, and then once we have a value for that attention, we can then trade in that attention,” said Byrne.

CEO of Amplified Intelligence, Karen Nelson-Field

Byrne added that for this to be a possibility, and to be able to action it, all of those steps need to line up.

“The first step is probably in the programmatic space and the digital space, and we’ve made big investments in that as a business over the last 12 months,” said Byrne, “I think the first thing you’ll see from us is working with Karen on the first means to be able to trade digitally using attention as the metric that we work towards.”

Managing director of Hatched Media, Jack Byrne

“My life goal is to try and understand how we can improve the ecosystem across the board,” said Nelson-Field. “So there are three parts that essentially I see attention as a touch point for, and one is planning, which we are working on with these teams for now. But the second piece is the trade, and then the third piece is verification.”

“There’s this rounded out ecosystem, so it’s probably no surprise that we’re lunging forward with trade because people, like Jack and Andrew jumping at us saying, “how can we activate what we’re planning?” So without a doubt, that’s an imminent product for us. There’s some pretty exciting stuff happening with that, and internationally.”

Head of planning, Hatched Media, Andrew Pascoe

Attention as a measurement metric has come to the fore in recent months, with Hatched integrating AttentionTrace into its planning, Nine partnering with the firm and a bumper investment boost being revealed last month. Now it looks to take the next step, in making attention tradable.

Byrne continued: “Everyone knows that attention’s a thing and all of that sort of stuff, but the tech hasn’t been in place, the data hasn’t been in place, that measurement piece hasn’t been in place, and now it’s getting there and it’s rolling at a rapid rate.”

“We’re at the front end of that, and there will be great adoption, and we’re really excited with the industry getting behind it, because Karen talks about the attention economy and that attention economy has got a lot of players of which only where we’re one part of. So I think it really just adds to the conversation as opposed to changes the conversation.”

Look to the full interview below, and more Mumbrellacast episodes wherever you access your favourite podcast.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.