attention metrics

Uber Advertising, in partnership with Adelaide and Kantar, launched a first-of-its-type custom attention metric score for its platform advertisers.

Our industry has done a terrible job rewarding publishers for monetization choices that align their supply to quality and outcomes vs. short-term yield bumps. But is it overly optimistic to think The Trade Desk’s recent moves prove that’s changing?

Online advertising’s privacy problem isn’t just about bad actors; it’s about bad metrics, says Marc Guldimann, CEO and founder of attention startup Adelaide. “I think a lot of the invasive behaviors in the ad tech space can be traced back to a lack of a shared understanding of quality,” he says.

Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.

Google’s DV360 adding attention as optimization signal could finally help wean buyers and platforms off bidding on ad inventory based on viewability.

Erez Levin, a former Googler and current outspoken consultant, on why the digital ad industry should transact on media quality signals like attention instead of optimizing to outcomes and other flawed attribution models.

NBC, Fubo, Disney-owned ESPN and ad agency Mindshare weigh in on the creative flexibility offered on CTV and whether sports streamers really reach incremental audiences.

The Brand Safety Institute released a new tool that lets publishers check whether their site domains have been flagged as MFA by third-party verification vendors.

Every week, we publish an original comic creation inspired by trends in the online advertising industry. These are the stories – and the highly specific double entendres – behind AdExchanger’s top 10 comics of 2024.

2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.

Rumors are swirling that DV is exploring an acquisition of Lumen Research to add eye-tracking capabilities to its attention measurement solution.

Current ad pricing often doesn’t correlate to a site’s attention score, which means there’s an arbitrage opportunity for buyers and resellers.

NCIS: Ad Tech takes off as Washington zeroes in on Adalytics reports; Kroger says attention has yet to prove correlation to performance; and inside California’s backroom deal with Google to fund journalism and AI.

By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.

Billups, a managed services agency that specializes in OOH, is making its attention measurement solution and a related analytics dashboard available for general use.

Albert Thompson, a buy-side veteran with 20+ years of experience, weighs in on attention metrics, the value of MFA sites, brand safety backlash and how publishers can improve their inventory.

In typical data analysis, you need to know what you’re looking for before starting. But deep learning models can reveal links between cause and effect regardless of whether anyone would think to look for them.

If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.

The initiative will kick off this month, and the IAB and MRC expect to have draft accreditation guidelines open for public comment by Q1 2025.

Special guest and prolific ad tech investor Eric Franchi of Aperiam Ventures discusses his firm’s recent bet on attention metrics startup Adelaide. Plus: What’s up with Meta’s new third-party attribution partnerships?

Adelaide used this latest cash injection to boost its valuation to $60 million ahead of an all-stock acquisition of Rita, an Amsterdam-based data marketplace with a focus on the EU.

Attention metrics can end the false dichotomy between “performance vs. branding” by ensuring that ad campaigns satisfy performance and branding goals in ways that are mutually reinforcing.

Many in the digital advertising industry truly want to do better. But there are imminent obstacles that need to be tackled if we want to move from words to deeds.

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

In today’s newsletter: Adalytics reveals Forbes was running a separate MFA sub-domain; The New York Times seeks to use attention benchmarking to validate its premium publisher status; and Google is reportedly looking to buy HubSpot.

The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024.  Here are eight trends worth watching.

Given the deprecation of third-party cookies and the reemergence of contextual targeting, 2024 could be a big year for in-game ads – so long as game publishers position themselves as a source of premium inventory.

Advertisers’ attempts to engage consumers could end up leaving them cold. After all, not all attention is created equal.

Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.