Viomba
Viomba is a attention measurement software for optimising digital advertising creatives.
Analyst Perspective
Viomba is a Finnish private software company that develops attention measurement and creative optimisation tools for digital advertising. Its core products, Pathfinder and AdTention, analyse how likely ads are to be seen and where user attention is concentrated, using proprietary models trained on large eye-tracking datasets. The company sells to advertisers, media agencies, programmematic buyers and marketing teams that want to improve campaign effectiveness across display, video and social inventory. The business is primarily a B2B SaaS model. Viomba generates revenue through subscription plans, enterprise contracts and usage-based pricing for ad measurement and analytics. Its value proposition is to provide attention-based analytics that go beyond standard viewability metrics, helping customers reallocate creative and media spend towards ads more likely to capture visual attention.
Analyst Signal Briefing
Archived (Stand: 2 Jul 2026)No new strategic signals in the last 90 days. Showing historical briefing.
Viomba has confirmed its core leadership structure, identifying Markku Mäntymaa as CEO and founding partner alongside CTO Veikko Hyyrynen. The organisation is currently prioritising the development of AI-driven attention prediction and benchmarking metrics, as evidenced by its latest technical content. These updates reinforce the firm's focus on specialised attention-based analytics for marketing performance.
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Key insights about Viomba
Category Differentiation
Viomba is not a DSP, SSP or ad network; it is an attention measurement and analytics software provider for advertisers and agencies. It should also be distinguished from generic AI vendors because its core function is ad measurement rather than foundational model infrastructure.
Viomba: About
Viomba operates as a B2B ad measurement software vendor. It builds proprietary attention analytics products that ingest ad creatives and campaign data, score likely visual attention outcomes, and surface optimisation recommendations through self-service software. Customers use the platform to improve creative performance and media efficiency, while Viomba monetises through recurring software access, enterprise packages and usage-based measurement fees.
How Viomba Works & Monetises
Business model analysis and core revenue streams
Viomba monetises mainly through SaaS pricing. Pathfinder combines recurring subscriptions and enterprise plans with pay-as-you-go measurement for individual creatives or campaign usage. The company also appears to generate revenue from premium analytics outputs, attention data enrichment and optimisation insights embedded into campaign workflows, especially where integrations with DSPs and ad servers are required.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Viomba)
Viomba and Nexd Unite for Smarter Creative Advertising
Viomba and Nexd announced a partnership to integrate Viomba’s predictive attention analysis into Nexd’s creative management platform, enabling up-front assessment of how a creative is likely to perform. Viomba’s engine leverages infrared gaze detection and visual-cognition data to forecast attention, and the integrated workflow will let advertisers evaluate attention before publication, align with AU-based benchmarks, and optimize both design and delivery. The collaboration also enables real-time adjustments during campaigns based on Nexd’s creative-interaction data. In remarks, Viomba CEO Markku Mäntymaa described attention as the north star for outcomes and highlighted the move from reactive to proactive creative strategy, while Nexd CEO Ott Heidmets emphasized giving users insight at build time. The deal reflects a broader industry trend toward combining creativity with data-driven media planning, with other partners signaling optimism about the integration.
Read original sourceViomba: Frequently Asked Questions
What is Viomba?
Viomba is a Finnish B2B software company that provides attention measurement and creative optimisation tools for digital advertising.
Who uses Viomba?
Its users are advertisers, media agencies, programmematic buyers, ad operations teams and enterprise marketing organisations running digital campaigns.
How does Viomba make money?
Viomba makes money through SaaS subscriptions, enterprise contracts and usage-based pricing for attention measurement and campaign analytics.
Company Facts
- Founded
- 2014
- Headquarters
- Kaikukatu 2 C, 00530 Helsinki
- Core Segment
- AdTech Vendor
- Company Size
- 10–49
- Official Link
- viomba.com