While GumGum’s acquisition of Playground xyz flew under lots of people’s radar it shouldn’t have because it’s a notable trend in advertising. GumGum is a contextual advertising specialist and Playground xyz provides attention metrics surrounding digital marketing campaigns. How does Playground keep track of people’s attention? By utilizing a combination of machine learning techniques and eye-tracking hardware. They aren’t the only company to utilize this new area of data analytics in advertising. Microsoft, Slack, and Verizon all partnered with Adelaide recently to get similar attention metrics on their platforms. Attentional optimization will be a critical piece of advertising moving forward, and companies will need metrics to capitalize on these initiatives.