How AI and Attention Are Shaping Madington Station

At Madington, product innovation never stands still. With a wave of new updates now live in Madington Station, the platform is evolving fast.

We caught up with CTO Patrik Wilhelmsson to unpack the latest releases. How is AI shaping product development? How can advertisers understand the real value of their campaigns? And what are the biggest opportunities for clients using the platform going forward? Read the full Q&A below.

Madington Station is evolving fast. What are you most excited to see go live?

We just rolled out a big summer release packed with new features. The common thread across all updates is making the experience more seamless for our users. Our ambition for Madington Station is to be the home of creatives, the go-to platform for every creative need. We already support Dynamic Creative Optimization (DCO), have our own editor, multiple first in market high-impact formats, trade marked video streaming and more, so the next step is making all these elements work even better together.

One major highlight is that the Editor and DCO now work in full sync. This means users can create their own ads in the Editor and instantly add dynamic content. This opens up new creative possibilities and simplifies the workflow. We also enhanced support for Digital Out Of Home (DOOH), making Madington Station a truly multi-channel creative platform.

There has been a lot happening on the UX side as well. We’ve rolled out multiple UI updates to make the platform even faster and easier to use. And very soon, we will be launching a brand new help and support module for our users.

And last but not least, I am very proud of our Attention metric - MAS (Madington Attention Score). It uses an AI model to calculate the attention score of different creatives. MAS is now live in beta and will continue to evolve as we gather more data and live cases.

Madington Attention Score is live - how will attention evolve as a creative performance driver?

Attention has been in the spotlight as the new way to measure how ads actually capture interest, but there is still no clear industry standard for how to measure it. With MAS, we use an AI model to calculate the score based on a range of sub-metrics. This gives advertisers more control and transparency, and helps them understand not just if an ad is seen, but how it holds attention.

The next step with MAS is not just to show numbers, but to help users optimize toward them. Our platform already performs well on key attention drivers like viewability, thanks to how we load and deliver ads. The real impact will come from fine-tuning the full set of factors behind attention, and making it actionable. MAS gives marketers and product teams a unified KPI to track the overall health of their creatives, compare formats consistently, and spot where improvements can be made, without adding complexity to their workflows.

What’s next on the roadmap that you can’t wait for users to try?

We have a solid list of things in the works that will deliver real impact for our users. Without saying too much, there will be a lot happening around the seamless experience I mentioned earlier. We are also pushing further into optimization and have some very interesting developments coming in the dynamic space. We are building things that will make a real difference - not just new features, but new ways of working creatively. And I cannot wait to get this into the hands of our users.

AI is on everyone’s lips, but often in very fluffy terms. How are we using AI and automation inside Station today, and what is coming next?

I agree, AI is everywhere in advertising right now, but it is not always clear how it is actually being used. At Madington, we have always had a strong engineering culture and a deep curiosity for new technologies. Naturally, AI has become an integral part of how we think about product development.

At the same time, we are mindful of applying AI where it truly adds value. It is easy to get caught up in the hype, but our focus is on building features that make a real difference for users and fit into a sustainable, long-term product vision.

To give a concrete example, we are now releasing a feature called Fetcher AI. It enables users to create DCO data feeds directly from a website - something that has traditionally been both time-consuming and complex. With Fetcher AI, this can now be done in just a few clicks and takes only seconds. It is a great example of where AI can remove friction and open up new possibilities, not just automate what already exists.

Building and maintaining data feeds has often required resources and expertise that not every team has. By lowering that barrier, we make DCO more accessible and scalable. And this is only one example. We already have work underway in several areas where AI is quietly starting to reshape how creative workflows happen inside Station. There is more in the pipeline than we can reveal today - but it will become visible soon enough.

What’s one Station capability more users should discover?

I would say our smart scaling system inside the Editor. It is one of those features that quietly solves a lot of real problems. When you work with multi-format campaigns, scaling assets across different sizes and placements can quickly become complex and time-consuming. Our system helps automate much of that process while still giving designers full creative control. It saves a lot of time, and once people start using it, it quickly becomes a natural part of their workflow.