Advertising that respects attention

Advertising can do more than sell. It can also do no harm.

Digital advertising has an externality problem it has never been asked to pay for. Interruptive formats — pop-ups, autoplay, chased banners — capture attention briefly and leave behind cognitive load, stress and fatigue that nobody books as a cost.

We are building the alternative, and we are building it as an engineering constraint rather than a brand value.

Social responsibility, built into the product

Choice, not coercion. People opt into branded experiences. Interactive and game-based formats are entered deliberately; they are not sprung on anybody.

Engagement, not disruption. Playful interaction holds attention without exhausting it.

Wellbeing, not wear-out. Formats are designed to lower the cognitive and emotional load of advertising, not raise it.

Fairness as a measurable property. Creators are paid on verified delivery at rates they agreed in advance. Advertisers pay one all-in price for a delivered outcome. Neither side is asked to trust a number it cannot see.

Privacy-first, structurally

Most privacy-forward positioning in this industry is about collecting data more carefully. Ours is about not collecting it.

Blowtrumpet processes no viewer personal data. The creative is composited locally before broadcast, so there is no ad call — no tag, no pixel, no SDK, no cookie, no device identifier, no viewer-side request. Targeting is contextual by counterparty: whose audience, never which individuals. A viewer is never a data subject of ours.

We are precise about the boundary of that claim, because precision is the point. We are a Data Fiduciary for the people who contract with us — creators and publishers whose identity, tax status and payment details we must hold to pay them, and the business contacts of advertisers and agencies. That data is governed by our Privacy Policy, held under the Digital Personal Data Protection Act, 2023, and minimised to what the obligation requires.

[Read the Privacy Policy]

Next-generation technology, used responsibly

The things that put us ahead are the same things that let us behave well.

AI-native from the foundation, not retrofitted onto a legacy stack, which is why decisioning can be fast and still be explainable internally.

Transparent abstraction — complexity managed, not concealed. The system stays observable and controllable when it needs to be audited.

Local creative composition, which is simultaneously the privacy position and the performance one.

Interactive and immersive formats across AR, VR and gaming surfaces, designed for voluntary engagement.

Verification before payment, so delivery is a fact rather than a claim.

Mental health and the attention economy

We work with psychologists, behavioural scientists and researchers to study how interactive advertising affects attention, memory, emotional response and cognitive load — and to build frameworks that measure wellbeing alongside commercial outcomes like RoAS.

This work runs through State of Ads, our industry engagement programme, and it is open.

[Collaborate on research] · [Contribute]

Our commitment

Audiences should experience advertising that leaves them no worse off. Brands should earn attention and durable trust rather than renting a moment of it. Creators should be paid fairly, early and transparently. Society should not quietly absorb the cost of digital fatigue.

We are a young company in closed testing, and we would rather state this now, while it is still cheap to hold ourselves to it.