#Sweden #Stockholm #ATTEX Data #WPP Media #Tobii AB

WPP Media Partners with ATTEX Data

WPP Media, recognized as the world's leading marketing communications firm, has recently finalized a strategic partnership with ATTEX Data, a company emerging as a key player in attention data solutions. ATTEX Data was established as a spin-off from Tobii AB, a pioneer in eye-tracking technology, anchoring its foundation in over two decades of industry expertise. This partnership positions ATTEX Data to elevate its bid for international growth and innovation in the realm of consumer attention analytics.

Maria Westergaard has been appointed as the CEO of ATTEX Data to lead the team towards long-term success in this exciting endeavor. Meanwhile, Emelie Löfdahl, who played a vital role at Tobii for several years, will transition into the role of Board Chair and continue to provide guidance and strategic insights.

The core offering of ATTEX Data is its comprehensive dataset sourced from an array of passive, always-on panels. This groundbreaking approach to measuring human attention transforms raw data into actionable insights that empower brands, media companies, and technology platforms to accurately discern what captivates consumer focus and the significance behind it.

As Maria Westergaard stated, "Attention is ultimately what advertisers pay for. Without it, there's no benefit to a brand." This statement underscores the critical necessity of optimizing media buying to maximize genuine human attention, a capability that ATTEX Data aims to enhance significantly.

The company's ambitious plan involves operating large-scale attention panels across the Nordic region. These panels cover mobile and desktop environments, analyzing various formats including display advertising, social media platforms, mobile applications, and video content. By engaging diverse demographics and media behaviors, ATTEX Data provides meaningful insights to leading agencies and platforms, thereby reinforcing its position in the advertising landscape.

Gunnar Troili, Senior Vice President at Tobii, emphasized the significance of attention data, saying, "Our ambition has always been to unlock the true value of attention data for both brands and consumers." The collaboration between ATTEX Data and WPP Media aligns with this vision, striving to utilize innovative strategies that redefine advertising effectiveness.

The unique combination of ATTEX Data's attention analytics technology, rooted in Tobii's eye-tracking innovations, promises to be a game changer. Elias Bjerkeryd, Product Director at WPP Media, expressed enthusiasm regarding the deepened partnership, stating, "Understanding attention is key to building better advertising and consumer experiences. This partnership will revolutionize how we plan, optimize, and measure media."

With WPP Media as a strategic ally, ATTEX Data is not only scaling its platform internationally but also expanding its influence across the media, advertising, and technology sectors. Currently, ATTEX Data is collaborating with several market-leading global brands and agency groups to incorporate attention data into their planning frameworks, measurement processes, and AI optimization strategies, with plans underway for accelerated growth in 2026.

As part of this transformative spin-off agreement, Tobii AB has become the largest shareholder in ATTEX Data, ensuring a continued strategic partnership that leverages Tobii's cutting-edge eye-tracking technology to deliver large-scale attention measurements.

In summary, the collaboration between WPP Media and ATTEX Data represents a significant milestone in the quest to harness human attention for advertising purposes. By employing advanced analytics and innovative methodologies, the partnership aims to set new benchmarks for understanding consumer behavior in a rapidly evolving media landscape.

For more information, visit ATTEX Data.