One ad on screen is one row

One row per ad impression from the ATTEX panel, on phones and computers, inside apps like Instagram, TikTok and Facebook as well as on the open web: which ad, where it ran, how long it was on screen, whether it was looked at, and who saw it.

{
  "impression_id": "9f1c2b3a4d5e6f7081928374a5b6c7d8e9f0a1b2c3d4e5f60718293a4b5c6d7e",
  "panelist_id": "p_0001a2b3",
  "session_id": 174823910,
  "package_name": "com.instagram.android",
  "first_seen": "2026-10-03T09:42:11.412Z",
  "last_seen": "2026-10-03T09:42:14.778Z",
  "duration_s": 3.366,
  "width_dp": 360,
  "height_dp": 450,
  "ad_area_pct": 48.6,
  "eyetracker_enabled": true,
  "fixation_duration_ms": 412,
  "is_fixated": true,
  "demographics": {
    "age": 34,
    "gender": "F",
    "area": "Stockholm",
    "country_code": "SE"
  },
  "brand": "Oddset",
  "brand_evidence": {
    "account_name": ["oddset"]
  },
  "other_brands": [],
  "industry": "Gambling",
  "industry_path": "Gambling > Sports Betting",
  "ad_text": "Allsvenskan avgörs nu\nSpela på Oddset",
  "creative_url": "https://scontent.cdninstagram.com/v/t51/oddset_v41.jpg"
}

{
  "impression_id": "c41e7a90d2b84f6e9a1c3b5d7e9f0b2d",
  "panelist_id": "p_00f3c9d1",
  "session_id": "b2f7c0de-91a4-4e1b-8c3f-5d6e7f809a1b",
  "hostname": "aftonbladet.se",
  "ad_technical_format": "display",
  "first_event_at": "2026-10-03T18:05:12.031Z",
  "last_event_at": "2026-10-03T18:05:19.874Z",
  "time_in_screen": 6120,
  "first_pixel_inview_at": "2026-10-03T18:05:12.540Z",
  "last_pixel_inview_at": "2026-10-03T18:05:18.660Z",
  "width": 300,
  "height": 250,
  "exist_viewable_1_s_threshold_50": true,
  "exist_viewable_2_s_threshold_50": true,
  "is_iab_inview": true,
  "eyetracker_enabled": true,
  "total_fixation_duration_ms": 690,
  "fixation_count": 3,
  "is_fixated": true,
  "first_fixation_at": "2026-10-03T18:05:13.102Z",
  "last_fixation_at": "2026-10-03T18:05:16.410Z",
  "demographics": {
    "age": 52,
    "gender": "M",
    "area": "Västra Götaland",
    "country_code": "SE"
  }
}

Inside the apps

Most ad measurement stops where the open web ends. ATTEX measures inside every app on the phone, from Instagram and TikTok to Facebook, the same way as on a news site. package_name on each row tells you which app it was.

Measured, not modelled

Every row is something that happened on a panelist's own device. Time on screen, ad size and gaze are measured per impression. Nothing is predicted, projected from a sample, imputed from tags or taken from a survey. Brand and industry are read from the ad itself, and brand_evidence shows the exact text each brand came from.

How we measure → defines an ad, an impression, duration and fixation, and names the industry guideline each one follows.

Beyond this table

The export is one table. Behind it is a much wider record of how the panel uses their phones through the day: which apps and media, for how long, and in what order. If your question goes beyond ads, we can answer it from the same panel.

Panelists are paid to take part and have consented to their data being analysed and licensed. We report on groups of people, never on one person.

Ask us at data@attexdata.ai.