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%
Vol. IThe digital ground truthest. 2025 · spin-off from Tobii
The first complete record of how we actually live online.
Directly observed behaviour, engagement and attention — the whole digital day, with real eye-tracking at its core. A shared, auditable database that media, AI and the marketing industry can build on, compare against, and trust.
Validated externally — academic research
“Schibsted Attention Study 2023” — a published study on brand lift and ad fixation, built on ATTEX data.
Read the study (PDF)Built with — and for — the global media ecosystem
Also working with Omnicom · Mastercard · SEB · Fortum · Odyssey · Arvid Nordquist
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 data15% coverage
Tells you what happened on that platform. Nothing about the rest of the day.
- Surveys25% coverage
Tell you what people think they did. Memory is unreliable.
- Cookies35% coverage
Fragments of a journey that spans dozens of surfaces — and break the moment a user opens a new app.
- ATTEX — directly observed100% 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
- Proventech
across clinical, automotive and assistive industries
- 2025spin-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
§ 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 & drag
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Move cursor inside →Drag here →
Total attention time
0.0s
cumulative on creative
Modeled recall lift
+0
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.
These views use illustrative data
Want to look at the real thing? One day of impressions, gaze and accessibility tree — yours after a 3-field form.
§ 03Concept demos
What the data unlocks.
Two reference workflows built on ATTEX data. The tools themselves aren't shipping products — they show what your team could build on top of the API.
Concept demo · not a product
Campaign Audit
Upload a campaign plan, see what actually drove the attention. Placement, creative and context — decomposed.
For agency planners auditing post-campaign attention attribution.
Open demo↗
Concept demo · not a product
Strategy Console
Ask a strategic question. We answer it with what your audience actually does — not what they say.
For brand strategists exploring audience behaviour without surveys.
Open demo↗
Interested in building your own use case on the ATTEX API? Talk to us about access →
§ 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 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
v1// 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.