Vol. IThe digital ground truthest. 2024 · spin-off from Tobii

The first complete record of where humanity actually looks online.

Real attention data — gaze, fixations, saccades — joined to every behaviour, channel and audience. Directly observed, not modeled. Not inferred. Not self-reported. A shared, auditable database that media, AI and the marketing industry can build on, compare against, and trust.

Try the data For ad-tech & agencies→

Built with — and for — the global media ecosystem

WPP MediaScreamOmnicomPublicisOdysseyToyotaMastercardFortumSEBArvid NordquistATGKommunalWPP MediaScreamOmnicomPublicisOdysseyToyotaMastercardFortumSEBArvid NordquistATGKommunal

20+ years of Tobii eye-tracking

Full WPP Media license — Nordics

GDPR · auditable lineage on every metric

§ 01The problem

Every decision you've ever made was built on incomplete data.

None of today's sources show you the full human journey. You've been making billion-dollar decisions in the dark — not because you didn't try, but because the complete picture simply didn't exist.

Coverage of the human day, by source

Platform data
30% coverage
Tells you what happened on that platform. Nothing about the rest of the day.
Surveys
45% coverage
Tell you what people think they did. Memory is unreliable.
Cookies
60% coverage
Fragments of a journey that spans dozens of surfaces — and break the moment a user opens a new app.
ATTEX — directly observed
100% coverage
The complete digital life of a panelist — passively captured, auditable, ready to query.

§ 02How it works

Two decades of eye-tracking science. Now a media panel.

ATTEX is a Tobii spin-off. The hardware, the calibration, the gaze models — all of it comes from the company that has defined eye-tracking for more than twenty years. This isn't new science. It's research-grade technology, productized for the way attention is bought and sold.

Panelists install once. Then we observe — silently, continuously, passively. No tasks. No surveys. No friction. Just real behaviour against verified gaze.

Heritage — by the numbers

20+
years
of world-leading eye-tracking research at Tobii
Proven
tech
across clinical, automotive and assistive industries
2024
spin-off
engineered into a media-grade panel

Android · always-on

Mobile

Passive background collection across every app on the device — social, video, browsers, audio, AI agents. Gaze captured via the front camera where supported.

Tobii hardware · Chrome

Desktop

Tobii eye-tracking hardware paired with a Chrome extension. Full-context capture across browser tabs, search, AI chat and the open web — all on the same panelist.

Not modeled. Not inferred. Not reported. Directly observed.

§ 07Voices from the ecosystem

01 / 05

“

Understanding attention is key to building better advertising and consumer experiences. ATTEX Data's unique technology and Tobii's heritage in eye tracking make this a game changer for how we plan, optimize, and measure media.

Elias Bjerkeryd

Product Director · WPP Media

Press release · Nov 2025 ↗

§ 04Playground

See what the data can actually do.

Five interactive views on the ATTEX dataset. Numbers are illustrative. Not every view is in the public API today — but it's all in the data we're already collecting.

Pick one — each is live and interactive↓ try each

Drive a heatmap with your cursor.

Drag your finger or mouse over the creative — we treat each motion as a fixation and compute total attention time, dwell-per-zone and a modeled recall lift in real time. Same shape as the real Tobii panel.

Drag over the creativeTap & dragWe treat each motion sample as a fixation — same shape as a real gaze stream

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Range that doesn't blink.

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Move cursor inside →Drag here →

Total attention time

0.0s

cumulative on creative

Modeled recall lift

weighted by zone

Dwell per zone

Brand mark0.0s
Headline0.0s
Product hero0.0s
CTA0.0s
Legal / disclaimer0.0s

With a real Tobii panel, every blob is millisecond-accurate gaze. Your cursor is just a stand-in — the metrics, joins and outputs are exactly the same.

§ 05Results across the ecosystem

One layer of attention data already drove measurable results for every tier of the industry.

Holding groups, performance agencies, brands and ad-tech platforms have already used ATTEX attention data on live campaigns. That was with one metric. Now we measure every layer — and join them.

Case 01

WPP Media · Acceleration

+107%

Average attention rate uplift

—Retail · Ad recall +18% · Consideration +10%
—Insurance · Ad recall +19% · Consideration +15%
—FMCG · Ad recall +19% · Consideration +15%

Case 02

Toyota · Xaxis + Acceleration

+23%

Conversion rate · −5% CPA

—Performance campaign — adding attention as a parameter improved the quality of click optimisation.

Case 03

Publicis · cross-device

+65 / +38%

Attention uplift · desktop / mobile

—Same creative, different surfaces — measured against verified gaze.

Case 04

ATG · Xaxis

+42%

Conversion rate · −31% CPA

—Performance campaign — adding attention as a parameter improved the quality of click optimisation.

Case 05

Scream · Kommunal

+79%

Fixation duration · +28% fixation rate

—Optimised to drive time with the target group — fixation time as the success metric.

§ 06For agencies & ad-tech

One database. Plug it into your stack.

We are not a dashboard vendor. ATTEX is the shared foundation — a transparent, auditable database that media, AI and the marketing industry can build on, compare against, and trust.

Raw export or API

Stream to S3, BigQuery or Snowflake — or query the JSON API directly. Same schema either way.

Real-time streaming

Push events into your bidder, MMM, MTA model or LLM training set as they happen.

Joinable identifiers

Stable panelist IDs, creative IDs, surface and content IDs — built to join with your stack.

Auditable & licensed

Consented panel, GDPR-grade documentation. Auditable lineage on every metric.

attex-sdk · node

// Pull verified attention + behaviour for a creative
const r = await attex.query({
  audience: { age: [25, 44], gender: "female", market: "SE" },
  surface: ["ig_feed", "tiktok", "ctv"],
  creative: "volvo_ex30_q2_15s",
  metrics: ["attention_rate", "fixation_ms", "co_exposure"],
  window: "last_14d",
});

// → joinable to your DSP, MMM, brand-lift study, ID graph or LLM
attex.streamTo(s3 ?? bigquery ?? snowflake);

Same calls, same schema — whether you stream raw events, batch-export to your warehouse or query the JSON API.