Amplified Partners with Smartly
The partnership will allow Smartly customers to move beyond impressions and MRC standards by embedding attention-based metrics into campaign planning.
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Amplified has announced its partnership with Smartly, an AI-powered advertising technology company. The partnership marks the integration of Amplified’s Attention Adjusted Reach Curves (AARC) into Smartly’s ecosystem, enabling native attention-powered media planning.
By integrating Amplified’s 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 attention-based metrics into campaign planning.
This empowers media buyers to optimise campaigns for better quality impressions that actually get seen, resulting in increased campaign effectiveness, smarter budgeting, and more transparent reach estimates.
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“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,” said Dr. Karen Nelson-Field, Founder of Amplified.
“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.”
Amplified’s dataset brings rigour, scale, and credibility to attention-based planning, reinforcing both companies’ commitment to improving 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, optimise, and measure performance. This partnership reinforces our commitment to helping marketers move beyond surface metrics and drive truly engaging, high-performing campaigns.”
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