Amplified Intelligence raises AUD3m in oversubscribed post-seed funding round led by TEN13

Global attention measurement platform Amplified Intelligence today has closed a post-seed funding round of AUD3 million (USD2.2m) led by TEN13, an investment syndicate co-founded by Aussie tech entrepreneur and Shark (Shark Tank) Steve Baxter.

Founded by acclaimed academic and author, Professor Karen Nelson-Field, with Chief Growth Officer Philip Townend (ex-Unruly/Newscorp) as 2IC, Amplified Intelligence is a global leader in the measurement of human attention – the most valuable and important indicator of ad success.

Powered by its AI-powered attention-tracking technology and the most comprehensive database of attention to advertising across digital and TV, Amplified’s solutions provide advertisers with a more accurate picture of how much attention their campaigns are actually generating – helping them to maximise their media spend, drive better campaign outcomes and minimise wastage. 

Amplified is on a mission to change the way media is traded, replacing legacy metrics such as viewability and traditional opportunity-to-see (OTS) with tools that measure exactly how effectively ad placements across different media drive real active human attention. 

The funds will be used to accelerate the company’s product roadmap and expand its commercial team around the world, including making its first hires in the UK and US to service its growing client base in these key markets. It’s the first external capital taken by the company, ahead of an expected Series A funding round in 2022. 

The company – headquartered in Adelaide, Australia – is the global leader in attention-based planning, buying and verification products, used by the biggest brands, agencies and platforms in the world, including OMD, WPP, Shell, Mars, Pepsi, Twitter, Facebook and Spotify.

Amplified's solutions are already gaining significant market traction, with its AI-powered media buying platform attentionTRACE receiving interest from agencies and global brands across 24 countries since it was launched at the end of 2020.

CEO Prof Nelson-Field says: “These are incredibly exciting times for Amplified Intelligence. Following significant interest from across the investor community, I’m delighted to have the support of TEN13, who know our industry well and totally share our vision for change via rigorous means. This is super important to me.

“Having this investment will help us scale our pioneering tech, invest in R&D and expand our talented teams. It means that Amplified can continue to lead the way in making attention the gold standard for ad success and change the advertising landscape for the better.”  

Stew Glynn, Managing Partner at TEN13, says: “The media sector is at a serious inflection point and Amplified currently has the lead position globally in attention-tracking software across multiple media formats. We believe the timing is right for their opportunity given the demise of the cookie and the emerging realisation across the industry that advertising should be measured on the value captured (attention) rather than impressions.

“Amplified has a transformative vision for the shift towards an attention-based global advertising standard – Karen has literally written the book on the ‘Attention Economy’ topic. CPM and impressions will no longer be the only metric and currency for advertising buying and thus ad spend will rightly shift to a new metric based on attention-adjusted seconds where advertising has been consumed - a more transparent currency of advertising value. We are excited to be a part of their growth.”

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