One database of the ads people see, built for the whole industry.
Every media plan, bid and attention score rests on an assumption about what happened on the screen. ATTEX measures it instead, on a paid, consenting panel in Sweden, Norway, Denmark and Finland, and licenses the record to agencies, brands and ad-tech.
Nobody competes on the data. Everyone competes on what they build on it.
Advertising runs on assumptions about what people saw. A plan assumes the slot was seen. A bid assumes the score is right. A model of attention is trained on a laboratory or a survey, and then applied to screens nobody measured.
ATTEX is the measurement. A paid, consenting panel in Sweden, Norway, Denmark and Finland lets ATTEX record the ads on their own phones and computers: which ad, in which app or site, when, for how long on screen, and whether the eyes rested on it. Attention is the top layer of that record and the best known, not the whole of it. Nothing in it is modelled. ATTEX measures ads, not people: reports cover groups, never one person, and no record carries a name or contact details.
It is built as one database for the whole industry: local, always on, nuanced and auditable, and funded together, so that nobody has to build a panel of their own.
- Agenciesplan and buy against what was on screen and what was looked at.
- Brandsread a campaign in measured terms, not modelled ones.
- Publishers and platformsshow what their inventory earns.
- Anyone with a modeltrain, validate and audit it on measured data.
WPP Media builds on it today, and the record is open to every agency, brand and ad-tech company that wants to do the same. It is licensed as data, through an API, through an AI assistant and as campaign reports.
ATTEX AB is an independent company in Stockholm, founded and run by Emelie Löfdahl and Tom Dickson, with Henrik Eskilsson at their side from the start, as investor and in the boardroom.
The eye tracking is Tobii’s, the world leader in eye tracking, and runs through the front camera of the panelist’s Android phone and the webcam of their Windows computer. No face images are stored or sent.
The company is ATTEX AB, based in Stockholm. The panel is recruited by ATTEX in all four markets; Norwegian mobile panelists are recruited together with Norstat. The UK is the next market.
How ATTEX compares with the attention vendors: /compare.
Adtech, AI and measurement, in three people.
01Emelie Löfdahl
Co-founder and CEOEmelie Löfdahl has spent twenty years in adtech, in product development and commercial leadership, at MTG and Widespace among others. At ATTEX she took the company from the first prototype to its anchor customer, WPP Media. She runs the company day to day and is the person a buyer, a partner or a journalist talks to. Resumé named her one of its 99 women taking marketing and tech to the next level.
- —Twenty years in adtech: product development and commercial leadership.
- —MTG and Widespace, then ATTEX from the first prototype to WPP Media as anchor customer.
- —Named one of Resumé's 99 women taking marketing and tech to the next level.
02Tom Dickson
Co-founder and CTOTom Dickson has built his career in AI and databases, as a hands-on product and engineering leader. He was on the founding team of Kivra and founded Loupe, whose enterprise customers include MillerKnoll, Komplett Group and BCG. At ATTEX he leads product, AI and the data platform: the pipeline that turns what the panel's phones and computers record into one record, the API that serves it in a customer's own systems, and the assistant access that answers questions over it.
- —A career in AI and databases: product and engineering leader, hands-on.
- —Kivra founding team; founder of Loupe, with MillerKnoll, Komplett Group and BCG as customers.
- —Leads product, AI and the data platform at ATTEX.
03Henrik Eskilsson
Founding investorHenrik Eskilsson founded Tobii in 2001 and built it over two decades into the world leader in eye tracking. Tobii and Dynavox Group are both listed on Nasdaq. Today he is founder and CEO of Vaja. At ATTEX he has been at the founders' side from the start, as investor and in the boardroom.
- —Founded Tobii in 2001 and built it over two decades into the world leader in eye tracking.
- —Tobii and Dynavox Group, two Nasdaq-listed companies. Today founder and CEO of Vaja.
- —At the founders' side from the start, as investor and in the boardroom.
“The industry has spent twenty years arguing about attention without measured data to settle it. Now it is measured, ad by ad, on real people’s own screens, and every other media metric has to grow up.”
Real people, their own screens, paid for their time.
- Panelists are adults in Sweden, Norway, Denmark and Finland who apply, consent and are paid in gift cards for taking part.
- They measure on their own Android phone or Windows computer. Nothing is installed on anyone else’s device.
- The front camera is processed on the device. No face images are stored or sent.
- Sensitive apps such as banking, health and dating are blocked from measurement.
- Customers receive one record per ad, with a code in place of the panelist’s name, and reports on groups of people. Never a name, an email address or a phone number.
- Drawn participants appear with their first names on attexpanel.com, which is also where anyone who wants to join the panel goes.
“It is so easy to take part that you don’t even think about it.”
Questions about the record, a licence, the API or a campaign report go to Emelie Löfdahl, Co-founder and CEO: emelie@attexdata.ai. She replies within one business day.
Talk to Emelie