Playground xyz Branch Into Neuroscience, Hire Dr. Shannon Bosshard

Appointment of new Lead Scientist will support ad tech vendor’s push into attention-based marketing science arena

Attention-based ad tech vendor, Playground xyz, has moved to further cement their position as the leader in attention measurement and optimisation with their hire of consumer neuroscientist, Dr. Shannon Bosshard as Lead Scientist.

The role will see Dr. Bosshard work closely with CEO, Rob Hall; Head of EMEA, Ben Dimond; Head of Product & Engineering, Graham Burton; and Director of Global Client Services, Nick Mudge, to position the organisation as a leader in attention-based research.

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Talking about the importance of attention, Dr. Bosshard said: “The media industry has been clamouring for more accurate and robust measurement tools, and attention-based signals offer an incredibly enticing leap forwards in that respect. Accordingly, the world’s biggest brands are looking to implement attention solutions but we know that not all attention is created equal; there are proxy metrics that claim to measure attention and our goal will be to demonstrate that only true attention metrics, such as Attention Time, are tied to commercial outcomes. Methodologies inclusive of, but not limited to, neuroscience will allow us to do exactly that.”

Playground xyz CEO, Hall, commented: “We’ve been working hard to make attention actionable for our clients via things like real time DSP and SSP integrations, large-scale data access and easy to use tools. The next 12 months are going to see Playground xyz continue to position itself as a leader in attention research. Our goal is to provide our clients with the most comprehensive assessment of attention available in the market. We have some of the best minds in artificial intelligence, machine learning, and now research. With Dr. Bosshard joining the team, we will be able to shed light on what the brain says about not only attention, but also its relationship with other strong drivers of consumer behaviour including memory-encoding, engagement, and attitude.”

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Dr. Bosshard joins from Australian Radio Network’s Neurolab (ARN Neurolab) where he was responsible for establishing and managing the function as Australia’s first in-house media research initiative of its kind.

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