Phil Townend, Unruly's former chief revenue officer, has joined audience-based measurement company Amplified Intelligence as chief growth officer to oversee commercial operations, revenue, and strategy. Based in New Zealand, Townend (pictured) told MARKETING-INTERACTIVE he chose to join the company because actual human attention is what all advertising seeks to deliver.
"The US$600 billion global media industry is built on proxy metrics such as viewability and reach which are opportunities to see and current media metrics are failing advertisers. There is no single source of truth that allows advertisers and agencies to plan and execute media across the walled gardens and open web," he said, adding that Amplified can change that by offering "the most accurate multi-platform attention collection and prediction capabilities.
According to him, such capabilities are becoming even more important as the impending demise of cookies means current deterministic attribution models "will be dead in the water". Townend reports to CEO Karen Nelson-Field.
He was previously with Unruly for 10 years, adding that together, the team built an incredible business, with a mission to change advertising for the better, by adding human data to creativity and media.
Based in Adelaide, Amplified Intelligence believes that media trading should be fair and accountable. It uses machine learning together with innovative human minds to amplify what is possible; digging deeper and pushing further in their understanding of the value of human attention in the advertising ecosystem.
The company also launched its first scalable SaaS product attentionTRACE Media Planner, which touts to deliver real human attention data to agencies and brands. Since launching in late 2020, the company said the media planner has since had trialists from 111 companies spanning 23 countries. Among the list of brands and agencies Amplified Intelligence works with include Indeed, Mars, Unilever, Snickers, dentsu international, and PHD.
Nelson-Field said it is at a critical time now and who better to ask for than someone who is old enough to understand legacy measurement, but young enough to have scaled programmatic and insight businesses from start-up to exit. "Townend is a perfect fit for us," she added.