The customer's voice,
in every impression.

Every ad impression gets checked. Is it brand-safe? Is it brand-suitable? But there's a question the industry has never systematically answered: is it right for the person on the other side of the screen?

We call that missing check Customer Suitability — the natural next step after brand safety and brand suitability, and the reason Parallel exists.

We build human-calibrated digital twins — representative models of real audiences, grounded in independent, nationally representative data and tested against real human responses.

Then we simulate how those twins respond to a brand's ad across the content it runs against, and score the result — resonance: the fit between a customer, a creative, and where it appears. Brands lean into the placements that resonate, and step back from the ones that don't.

Think of it as a virtual focus group that runs before each impression is bought — and one that shows its working. You can always ask the twins why.

Playground xyz launched in Sydney in 2015 and, through its attention metrics, changed how the industry thinks about advertising. The business was acquired by GumGum in 2021.

Parallel takes the next step: from whether an ad is seen, to whether it resonates.