• by Joe Mandese , 9 hours ago

Realeyes, a pioneer in the burgeoning field of "attention metrics," has spun off its advertising services practice into a new, independent company to focus squarely on the performance of ads.

The new company, aptly named Adverteyes, is headed by long-time Realeyes Chief Growth Officer Max Kalehoff, who is CEO of the new company.

Going forward, Realeyes will focus on utilizing its proprietary computer and AI vision technologies to provide "human authentication," "deepfake detection" and other services to industries and companies operating in an increasingly AI-generated world, and will continue to be headed by CEO Mihkel Jäätma, who will serve as executive chairman of Adverteyes.

“Brand leaders must modernize advertising effectiveness for today’s world where AI and video creators are flooding campaigns with endless content possibilities,” said Kalehoff, a veteran of new forms of advertising and social media measurement, and a long-time former MediaPost columnist.

While computervision, eye-tracking and other biometrics metrics have long been used in advertising, marketing and so-called "neuromarketing," Kalehoff says the company's deep investment in proprietary AI technologies has enabled it to scale its database in a way that enables any brand to measure the explicit performance of its advertising by continuously tracking what works and what does not and modeling those results for a multitude of new ad campaigns, creative iterations and consumer experiences over time.

“CEOs, CFOs and shareholders expect business results from CMOs, not vanity metrics like video duration and social engagement, nor weak proxies like brand-lift surveys. Marketers need intelligence that ensures every ad drives sales growth and ROI,” he said.

During his time at Realeyes, Kalehoff has built relationships with some of the world's biggest brand marketers, and formed partnerships with at least one of the industry's biggest media and marketing researchers, Nielsen, which included Realeyes data as part of its new "outcomes" measurement offering.

The two companies recently presented a case at the Association of National Advertisers Measurement and Analytics conference.

Kalehoff says all of Realeyes' technology related to advertising performance has been incorporated into Adverteyes, and that Adverteyes will continue as Nielsen's outcome measurement partner, with plans to integrate with other measurement providers.