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Contxtful updates measurement service

Montreal-based marketing technology company Contxtful has launched an updated version of its Receptivity service, which provides audience measurement for mobile advertisers. The service is intended to measure user attention while visiting a website or mobile application. It uses sensor data from the user's mobile device, such as the gyroscope and accelerometer. The updated version is based on this accumulated data. According to the company, the system can now extrapolate from this data to reach conclusions about all mobile users.

"We read a user's individual online 'body language' in real-time and group patterns to identify if a viewer is at peak attention," said Alexandre Desilets-Benoit, chief technology officer at the company. "The next generation of Receptivity allows you to 'read the room' and automatically evaluate if your placement will have the maximum impact for each and every mobile impression. You can finally consider human attention in your mobile ad campaign planning."

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