Amplified Intelligence partners with Chalice Custom Algorithms for attention-led bidding trials, boosting ad recall by 70%. Tests of attention-driven media buying in the US and Australia drive ROI and cut wastage

Adelaide, London & New York, 9th October 2023: Amplified Intelligence, the most  trusted  source for  accurate  attention measurement, has partnered with Chalice Custom Algorithms – a leading AI application backed by TD7, The TradeDesk’s investment arm – to bring together real human attention data and smart bidding technology. The partnership helps media buyers boost ROI and cut wastage by instantly directing ad spend to high-engagement placements. 

The union comes after proof-of-concept trials successfully demonstrated clear viability and  potential for insight-driven bidding to improve performance. Covering the US and Australia, the tests leveraged Amplified Intelligence’s vast human attention dataset to fuel a custom bidding algorithm created by Chalice Custom Algorithms, with in-flight campaign use enabled by Australia-based agency Audience Group and North America based agency, 2045.

Results captured by research firm Lucid show a 70% increase in ad recall for attention-optimized buys — alongside a 14-point spike in brand lift vs the standard non attention line item.

As a further validation, Amplified and Chalice ran an additional campaign for a leading automotive brand using an AI self learning optimisation algorithm where real-time engagement data verified by Amplified Intelligence’s attention measurement tag, attentionPROVE®, was fed into live bidding, also delivered impressive outcomes – increasing active attention by ad impression by 16% in just three days.

“These proof of concepts with Chalice Custom Algorithms demonstrates how our market leading omni-channel gaze tracking data can be used in-flight to drive up programmatic and CTV ad engagement” comments Karen Nelson-Field, Founder and CEO of Amplified Intelligence. “We are motivated by a strong commitment to power global adoption of attention-led advertising, and with Chalice’s algorithm showing how simple it is to instantly optimize spend towards attentive impressions, we’re demonstrating how easy it is for agencies and advertisers to increase ROI and minimise wasted impressions which play out to zero eyeball.”

Adam Heimlich, CEO of Chalice Custom Algorithms adds; “Amplified Intelligence has become a standout figure in the attention-measurement arena for its steadfast dedication to rigorous analysis, consistency, and transparency. Combining these shared values with our own long-running specialist knowledge in algorithm building creates a powerful blend. We look forward to setting brands, advertisers, and agencies on the road to increased engagement and return on ad spend with bidding that revolves around real attention data”.


About Amplified Intelligence

Amplified Intelligence is a global leader in the research and measurement of online human attention – the most valuable and important indicator of ad success. The company’s pioneering AI-powered technology, world-leading research and easy-to-use media planning platform help brands and agencies run more efficient, impactful, and successful ad campaigns. The company won “Most Effective Use of AI Machine Learning” at The Drum Awards for Digital Industries 2022 for its development of human attention metrics.

Founded in Adelaide, Australia, in 2017 by Dr Karen Nelson Field – a globally acclaimed author and media science pioneer – the company’s mission is to revolutionize the way media is traded to focus on attention, making it fairer and more accountable. Customers include Dentsu, IPG, OMG, Publicis, WPP, Deutsche Telekom, Mars, Meta, PepsiCo, Shell, Spotify, Yahoo.


About Chalice Custom Algorithms

Chalice Custom Algorithms ( is the leading AI application for brands applying their own data and analytics to work in the real-time decisioning of ad buys. Chalice’s software automates data ingestion, predictive analytics, and deployment of custom bidding instructions in a supervised-learning environment, where advertisers can visualize and test their custom algorithms. Advertisers’ algorithms can be deployed in all major DSPs. Chalice AI is configurable to predict any business outcome, using any input data the advertiser owns or licenses. Common use cases include Brand Lift, Incremental Reach, Incremental Sales, Lifetime Value, Inventory Quality, Attention, and Regional Investment Optimization. Chalice was named “Best Supply Side Tech” by AdExchanger in 2022, and powered AdWeek’s “Best Use of Programmatic” in the 2023 Media Plan of the Year awards.

Founded by a team of advertising, data science, and technology veterans in 2020, Chalice is based in New York City and activates globally.