ATTEX provides passive, always‑on eye‑tracking on a panel of 2,100+ users to generate ground‑truth attention signals such as fixations, dwell time, and gaze trajectories. The data are delivered through an open REST API or cloud sync for integration into media‑buying analytics, creative benchmarking, and AI/ML model training, supporting desktop, mobile and walled‑garden environments without additional tagging. All collection complies with GDPR and includes demographic and device metadata.
Funding
Funding not disclosed
Founders
Product
Problem
Marketers and AI developers rely on proxy metrics such as viewability, clicks, or impressions, which do not reveal whether a human actually saw or engaged with an ad. This lack of ground‑truth attention data limits the accuracy of media planning, campaign measurement, and machine‑learning models that aim to predict user behavior.
Solution
ATTEX captures real human attention through passive, always‑on eye‑tracking on a panel of over 2,100 users, generating more than five million attention impressions each quarter. The resulting ground‑truth signals—fixation counts, dwell time, and gaze trajectories—are delivered via an open API or custom cloud sync, enabling clients to replace proxy metrics with verified attention data. By integrating these signals, marketers can optimize media buying, benchmark creative impact, and calculate attention‑based performance metrics, while AI teams can train and validate models with high‑fidelity human‑behavior data. The service operates across desktop, mobile, and walled‑garden environments without requiring additional tagging, and all data handling complies with GDPR standards.
Target Audience
Primary customers are digital marketers and media agencies seeking attention‑based performance metrics, AI/ML teams that require verified human‑behavior data for model training, and ad‑tech platforms looking to enrich targeting and measurement with ground‑truth attention signals.
Features
- Passive eye‑tracking collection from a continuously active panel, yielding >5 M attention impressions per quarter
- Timestamped raw logs containing fixations, total fixation time, dwell timelines, demographics, device type, and placement metadata
- Open RESTful API and optional cloud‑sync delivery for seamless ingestion into analytics pipelines or model training workflows
- Compatibility with all digital environments (desktop, mobile apps, social platforms, walled gardens)
- no tag integration needed
- Built on Tobii’s industry‑leading eye‑tracking hardware, ensuring high‑precision gaze measurement
- GDPR‑compliant data pipeline with anonymized user identifiers and role‑based access controls
- Derived attention metrics such as fixation scores (0‑1), predicted fixation flags with confidence levels, and placement‑level attention aggregates for media optimization
- Real‑time daily updates (48‑hour latency) to support near‑real‑time campaign adjustments and model retraining