Case Study: Parsec achieves measurable brand lifts and efficient attention-based (Cost Per Second) media buying with Oracle Moat

How Parsec and Moat Show That Time is Money

Parsec is a New York–based ad platform that pioneered Cost Per Second (CPS) buying to monetize consumer attention, turning time-spent with ads into a measurable media currency. The challenge was proving that time-on-ad reliably drives brand outcomes and securing a measurement system robust enough to guarantee and report attention for major advertisers.

Parsec partnered with Moat to power CPS measurement using its interactive Sled format and strict viewability rules (timer starts when ≥50% of pixels are on-screen for 1s, stops on dismissal, pricing up to 15s). The integration enabled creative testing, audience segmentation and message personalization, and drove broad adoption—70+ major brands and nearly 1 billion seconds purchased—with measured lifts such as an average 14% gain in awareness/consideration/recall per second of time-spent, a 3% engagement increase per 5 seconds, and standout campaign results (Jaguar +14.4% consideration; BMW 19.2% engagement; Dell +7.3% purchase intent).

Parsec

Marc Guildmann

CEO