What you need to know:

• IPG Mediabrands has struck a deal with Amplified Intelligence to ingest its attention data directly into its planning and buying tools via API.
• It means advertisers can pay for attention and outcomes rather than legacy media metrics.
• The holdco said sustainability metrics will come next.

IPG Mediabrands has inked a deal with Amplified Intelligence to bring its attention data directly into the group's planning and buying tools via API.

It means advertisers can chose to optimise ad buys for media where people are more likely to be paying attention.

The firm said it is also working on sustainability metrics, as are the likes of GroupM, with media agencies increasingly pressing media owners on their environmental, social and corporate governance (ESG) credentials.

Amplified Intelligence’s attentionTRACE measures attention across YouTube, Facebook, Instagram, Twitter, Tiktok, TV and the open web and is on the path to going global.

Nick Durrant, Managing Director of Magna said the deal represents a shift "away from the trading of impacts towards trading outcomes" for brands.

“If a client values attention we will use new tools, powered by Amplified Intelligence, to value media based on this metric. We are also developing sustainability metrics to allow us to optimise plans based on their environmental impact."

Prof. Karen Nelson Field, CEO and founder, Amplified Intelligence said: "Attention measurement is vital to the future of planning and trading, and we are changing how the advertising industry thinks about the effectiveness of their media investments. The attention economy is here and we are excited to be working with Mediabrands at the forefront.”

The partnership is effective immediately.