Frequently Asked Questions

How do I access attentionTRACE™ support?

If you can’t find your answer here, contact us at We’ll get back to you just as soon as we can. Keep in mind, we are located in Adelaide, Australia so we might be sleeping while you’re working.

What are your opening hours?

Strictly speaking, Amplified Intelligence is a 9.00am to 5.00pm (Australian Central Standard or Daylight Saving Time) from Monday to Friday. But we are often available and checking communications outside those hours.

Getting Started

What is attentionTRACE™ Media Planner?

It is the world's first attention media planning tool to use real human attention data across digital, social and television. It provides a universal measure fitting of the category, cross-platform comparison transparency and a relative quality layer of data to inform high quality media planning and campaign choices.

How do I sign up for a FREE trial?

Head on over to for more information and to register for the trial.

Can anyone use attentionTRACE™?

attentionTRACE™ Media Planner was created for media planners and media strategists to add a quality layer of information that can account for performance differences between platforms. Basically, people who will use it most are in the media buying game.

Can I use attentionTRACE™ Media Planner offline?

attentionTRACE™ requires an active internet connection in order to provide the most up-to-date calculations from our data. We do not support any kind of offline usage.

Will it work on my phone/tablet/iPad?

attentionTRACE™Media Planner is built and tested exclusively for desktop computers and laptops at this stage. While you may have some success accessing the App from a tablet, this is not a device we can support at this time.

Will attentionTRACE™ run on any browser?

attentionTRACE™ has been designed to run on most modern internet browsers, such as Chrome, Firefox or Safari. It has not been built for Internet Explorer.

We strongly recommend your browser is completely up-to-date prior to your first attentionTRACE™ Login.

Can I integrate attentionTRACE™ into my own media planning tool?

Coming soon. In 2021, an API integration will be available.

Using attentionTRACE™ Media Planner

I can’t remember my password

It happens. Please click “Forgot Password” on the planner login page and you will be directed to reset your password. Follow the prompts from here. Reach out if you get stuck, we're here to help.

How do I change my user login email?

In the event that the email used in your login credentials needs to be changed, please contact us at and a member of our support team will assist you. Please note this process is not yet automated.

What happens at the end of my trial?

This is a ‘no obligation’ trial. We are so sure of the value of attentionTRACE™ to you and your clients we think it’s worth letting you play with it for 30 days. At the end of the trial if you would like a paid subscription the cost ‘per seat’ is US$1000/month. If you don’t want to continue, your login simply becomes redundant.

What am I allowed to do with the data?

The information you put into attentionTRACE™ is yours, the outputs can be used to share with your clients for your commercial purposes only. You can’t publish outputs out to the big wide world without our permission.

Where can I ask questions about using attentionTRACE™ for media planning?

If you have signed up for a trial, or purchased a paid subscription, you automatically become part of the Attention Leaders Community. Here you will be able to share stories, connect with peers, ask us questions and access attention education resources.

Can you please explain the outputs

You will receive a deck explaining this and more straight after your personal onboarding.

Who sees the data I put in? Can I keep it confidential?

Only you see the data you put into attentionTRACE™, as well as your outputs (although we think you will want to share them with your clients).

Subscribing to attentionTRACE™

How do I subscribe to attentionTRACE™?

The best way is to contact us so we can talk through your needs. If you are ready to sign up, here's the contract for you to either sign, or download and send to the appropriate people in your company.

How much does it cost?

Subscription Pricing

  • 1 seat for US$1,000 per month (total US$12,000 per year)
  • 3 seats for US$2,700 per month (10% saving)
  • 5 seats for US$4,250 per month (15% saving)
  • 6+ seats. Let's chat.

How do I pay?

Payment will be monthly in arrears from the date of your subscription contract. We will invoice you (30-day payment terms).

I want more than 5 seats, how do I work out the price?

If you would like more than 5 seats, we have an enterprise pricing structure. Contact us for a custom quote today.

I have registered for a free trial, can I keep my log-in details?

If you subscribe before the end of your trial, you can keep your log-in details. Easy.

If, however, you don’t go ahead with a paid subscription, your log-in will simply be deactivated.

Do I have to upgrade my subscription to see new features?

Currently, ALL users of AttentionTRACE™ can access the full range of features offered.

Moving forward, only subscribed users will get access to new features as they are updated.

I have a few more questions?

That's great. We love questions. Send them through and we'll answer them. Or if you prefer, we can set up a meeting.

Data Collection + Privacy

How do you collect your attention data?

Each participant downloads our attentionTRACE™ Collection App onto their device. The App ensures the following process takes place (in chronological order):

(a) It exposes the right viewer to the right viewing session (ie. directs them to Facebook, YouTube, Twitter, TV channels or others). The participant logs in using their own login details (which we don’t scrape in case you’re wondering), so that the platform experience appears completely natural. The viewing session time is aligned with the typical experience on the platform, but importantly we consider impact by average second, to remove any biases.

(b) When the participant is experiencing the platform, the App activates the user-facing camera when an ad is displayed on their screen. This collects facial footage at five frames per second, which is then converted to attention data using one of our attention models.

(c) The App tags all ads the participant is exposed to. This is how we track the pixels of ads that are on screen, their duration on screen, the proportion of the screen that the ad covers as the viewer scrolls (we call this coverage), whether the sound is on or off and the volume level.

(d) Once the participant has finished their session, the App becomes redundant on their device.

(e) Television collection varies slightly from online platforms. A second phone is set up in the home (using hardware we send them) which streams content to their TV and provides a user-facing camera. Participants can freely get up and leave the room as they would normally in a natural TV experience. This technology includes Adaptive Bitrate Streaming (like Netflix) to ensure people with sub-optimal wi-fi can fulfil completion.

How do you track people’s gaze?

For mobile, we our attentionTRACE™ Collection App uses the front-facing camera on the participant’s phone. For TV, we use the back-facing camera on an iPhone/iPod, which sits on a tripod under the participant’s TV. It’s worth noting that a minimum double opt-in process is used for all data collection participants. No footage is collected without express permission.

How do you know your gaze tracking is good enough?

Our proprietary gaze model is highly accurate. It uses a custom neural network trained on our own datasets. We also measure our model’s performance on other notable datasets to allow comparison. On the academic standard “Eye Tracking for Everyone (GazeCapture)” dataset, the Massachusetts Institute of Technology team reports an average error distance of 23 mm across phones and tablets. Our gaze model achieves 21 mm overall (across all orientation) and 17mm on portrait mode (which is the most popular format in mobile advertising). When the error falls across a boundary, we allocate relative probability proportionality to active and passive viewing. Doing this at the output level adds an even greater level of accuracy than the model alone. Our gaze accuracy is unparalleled in the market.

Does attentionTRACE™ Media Planner use live data?

No, it’s not live. Because we are not a ratings business we don’t need to use live data. Our collection intervals suit the purposes of media planning. We collect often enough to capture platform format changes, which is an important component in attention to advertising.

How many countries have you collected data in?

So far, we have collected data in 6 countries: Germany, Austria, Switzerland, UK, US and Australia. attentionTRACE™ Media Planner uses data from Germany, US, UK and Australia. We will go out to collection twice a year commencing 2021.

Which platforms do you have data for?

We have data for TV, BVOD, Instagram, Facebook, YouTube and Twitter. Check back in for news on additional platforms in 2021.

How many individual ad views are we talking about here?

At March 2021, the data in attentionTRACE™ Media Planner is supported by a sample of 264,000 views.

Are you GDPR compliant?

Yes we are, and we are also compliant with the Australian Privacy Principles contained in the Privacy Act 1988 (Cth). We comply with the General Data Protection Regulation (Regulation (EU) 2016/679) (GDPR) to the extent that we receive information regarding persons in the European Union about their behaviour as it occurs in the European Union. Basically, we respect people’s privacy and the law. We are grateful that there are people willing to participate in our research. We take custodianship of this data very seriously. We don’t sell your personal data to any other party.

Can research participants opt out of data collection if they feel uncomfortable?

Absolutely, they can. Research participants can (a) stop the viewing session, (b) delete the attentionTRACE™ Collection App, and (c) email us, so that we dispose of any data collected. We DO NOT scrape any personal platform login details.

Does attentionTRACE™ Collection App stay on people’s phones?

If collection participants forget to remove the App, it remains dormant. The App does not engage for any further activity after they have completed the final task in the collection process. In effect, the App becomes redundant. Through the App, we do ask participants to log in to various platforms (eg, Facebook & Instagram), but we DO NOT scrape any personal login details.

Do you collect personal identifying information?

No, we don’t. Collection participants are recruited by a panel. The panel collects their personal identifying information and assigns them a unique ID, we assign the unique ID to their facial footage. In this way, we don’t have a name with the face. If a participant wants to remove their information, they need to contact the panel to obtain their unique ID, which we use to find the footage and delete it.

Could my data be sold?

No way! We just don’t do that. We respect our collection participants and do not onsell any of their data.

Attention Leaders Community

Why did you start the Attention Leaders Community (ALC)?

We started the Attention Leaders Community because we are committed to changing the advertising ecosystem, and we know that real change only happens when you connect with like-minded people. We also wanted to create a supportive community for the changemakers who have put their faith in our evidence-based product. This community will be able to share stories, connect with peers, ask us questions and access attention education resources.

How do I join?

When you register as a trialist or buy a paid subscription to attentionTRACE™ Media Planner you will receive an invitation to join.

What are the rules of participation?

The rules of participation will be made clear on joining the Attention Leaders Community, but more generally they are a reminder to be kind and respectful, act professionally and make a positive contribution. It is also worth remembering that while a closed group, it is considered a public forum, so your own company’s social media policies should apply.

My question is commercial in confidence, should I still ask in the ALC?

If there are commercial ramifications for asking your questions in public, don’t do it! Direct Message the community organiser or email us at

Deep Dive

Read a little deeper.

About Us

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Understanding Attention

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Using Attention in Advertising

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