WPP Media strengthens unique collaboration in attention data with ATTEX 

Through a new Nordic agreement, the collaboration between WPP Media and ATTEX is deepened, which broadens the path for more effective digital campaigns using attention data and simultaneously enables more actors in the industry to access valuable qualitative data. The agreement is an important part of WPP Media's current scaling of its attention initiative. 

Already in 2021, GroupM, now WPP Media, started collaborating with Tobii, whose eye-tracking technology forms the basis for the ATTEX platform. In 2022, the first solution was launched, an "attention algorithm" which, with the help of Tobii's data, optimized bidding for ad purchases. The algorithm's effect was quickly demonstrated among several clients and was awarded at both local and European levels. 

The deepened collaboration is part of WPP Media's long-term investment in attention, aiming to provide its clients with the best market conditions to plan, optimize, and evaluate campaigns based on attention. The agreement covers all Nordic data that ATTEX possesses. Specifically, this means that all data continuously generated by ATTEX's passive eye-tracking panel will be seamlessly integrated into Open Media Studio, WPP's platform for AI-driven planning, activation, and measurement. 

"We were early in testing the first attention solution a few years ago, and we have seen the effect of this data in our campaign work. During this time, I have also experienced the strength of several tools in Open Media Studio. It will be exciting to follow the project as the data is integrated," says Jan Casserlöv, Marketing Manager at Toyota Sweden. 

The passive eye-tracking panels that form the basis for data collection are now available in Sweden, Norway, and Denmark, made possible by WPP Media's investment in the area. Both parties share the view that the entire industry needs qualitative data, which is why the data is not exclusive but accessible to more actors. 

WPP Media's choice of partner is based on ATTEX's unique access to local and high-quality data, which is a crucial factor for the precision of AI models. Thanks to this investment, WPP Media has a significant head start in the field, by being the only ones to offer an attention solution based on continuous collection of local eye-tracking data. 

"Continuously collecting data is critical to keep up with both the development of the digital landscape and consumer behavior. Collecting qualitative data is costly, and to future-proof quality, collaboration and openness within the industry are required," says Elias Bjerkeryd, Product Director, WPP Media. 

"ATTEX data has unique value, and with AI, entirely new possibilities to utilize it are opening up. The close collaboration with WPP Media and our shared vision for openness creates a strong foundation for innovation. If more people share this view, I am convinced that we in the Nordics can take the lead and establish a new industry standard," says Maria Westergaard, newly appointed CEO at ATTEX. 

About ATTEX 
ATTEX Data is a Stockholm based spin out from Tobii AB, the global leader in eye tracking. ATTEX Data develops attention data solutions that help brands and media companies understand, measure and optimize consumer attention in real time across mobile and desktop. For more information, visit attexdata.ai. 

About WPP Media Nordics
WPP Media constitutes WPP's global media collective and is simultaneously the leading media agency network in the Nordics. In the AI era, where media is everywhere and in everything, WPP Media brings together the best platform, WPP Open, talents, and partners to create unlimited growth opportunities for advertisers. Recently, WPP Media has formed client collaborations with Mastercard, Fortum, and SEB.  

For further questions: 
Jonas Viksten 
Chief Solution Officer  
WPP Media Nordics 
+46 706 92 15 14

In the photo: Emelie Löfdahl, Daniel Thornér, Jonas Viksten, Maria Westergaard, Martin Johansson, Elias Bjerkeryd. Photo cred: Louise Åslund