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Adelaide Raises $1.4 Million From Aperiam And Acquires Data Marketplace Rita

Anthony Vargas — Tue, 20 Aug 2024 04:45:06 +0000

Attention measurement vendor Adelaide keeps attracting the attention of big-name ad industry investors. On Monday, Adelaide announced it raised $1.4 million as an extension of its seed funding round. The investment was led by Aperiam Ventures, the venture capital firm launched by MediaMath Founder Joe Zawadzki and Undertone Co-Founder Eric Franchi. New investors included GOAL […]

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The Evolution Of Yahoo Backstage One Year After Its Debut

Anthony Vargas — Wed, 05 Jun 2024 05:00:04 +0000

It’s been nearly a year since Yahoo DSP launched Backstage, its direct-to-publisher connection. It debuted at a time when DSPs and SSPs were launching solutions that bypass different parts of the programmatic supply chain. Yahoo and fellow DSP The Trade Desk introduced products that cut out SSPs, while SSPs PubMatic and Magnite launched solutions that circumvent DSPs […]

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Adalytics Exposes Forbes MFA Subdomain; The New York Times Embraces Attention

AdExchanger — Fri, 05 Apr 2024 04:03:05 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. It’s Just A Little “3” Forbes and Media.net are in hot water after an Adalytics investigation revealed a shady MFA subdomain (www3.Forbes.com) being sold programmatically as the normal Forbes URL, The Wall Street Journal reports. The subdomain was shut down in late March, […]

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Kids Fighting In The Sandbox; Whistling Past The Cookie Graveyard

AdExchanger — Wed, 13 Mar 2024 04:03:06 +0000

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Sandbox Soapbox The Trade Desk and other ad tech companies (not to mention the IAB Tech Lab) have been antagonistic to the Chrome Privacy Sandbox. Which has opened a wide lane for Criteo to establish itself as the largest and most heavily […]

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Haleon Says Attention Is A Good Measure Of Media Quality, But It’s Too Soon To Make It A Buying Standard

Anthony Vargas — Thu, 22 Feb 2024 14:00:18 +0000

Consumer health care company Haleon may be the first brand to use attention metrics to measure the quality of inventory bought through the Amazon DSP. Haleon, which owns Advil, Tums, Sensodyne and Flonase nasal spray, has been experimenting with attention measurement alongside its agency Publicis for the past 18 months, said Phil Jackson, Haleon’s director […]

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As The Open Web Wobbles, Index Exchange Is Betting On Curated Deals

Anthony Vargas — Tue, 23 Jan 2024 13:00:03 +0000

The open web can be a scary place for brands. The targeting signals they once relied on are disappearing, and they’re wasting a ton of money on made-for-advertising sites. Instead of casting their net across the entire internet, some marketers are matching their own data to publisher data sets on the open web. Then, they […]

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The Attention Dichotomy: How To Distinguish Good Attention From Bad

AdExchanger Guest Columnist — Mon, 04 Dec 2023 05:35:34 +0000

When “The Attention Economy” warned marketers of the increasing difficulty of engaging consumers “in the face of overwhelming options,” it was 2002. Twenty years later, consumer attention has never been more valuable – or scarce. The world that prompted psychologist, economist, and Nobel Laureate Herbert A. Simon to coin the term “attention economy” in 1971 […]

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Attention Metrics Work, But There’s A Long Road To Standardization

AdExchanger Guest Columnist — Wed, 08 Nov 2023 05:35:25 +0000

The attention economy has been in existence for almost five decades now, longer than the World Wide Web has been around. The ability to measure attention, however, is relatively new – especially for brands looking to understand the impact of their campaigns. Promising to enable access to more accurate information about consumer behavior without the […]

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Forget Cost Per Click. Outbrain Is Chasing Brand Budgets Now

Anthony Vargas — Wed, 14 Jun 2023 04:04:50 +0000

Content recommendation doesn’t have the best reputation. The word “chumbox” often gets tossed around. But Outbrain is out to prove that its ads can drive awareness with its launch on Wednesday of an attention-based offering that could change its monetization model. The new platform, called Onyx, gives brands a way to measure their return on […]

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Attention-Based PMPs Help Mars And Nespresso Be More Seen And More Green

Anthony Vargas — Tue, 02 May 2023 13:20:14 +0000

Is there a correlation between high attention scores, low emissions scores and business outcomes? Brands, including Mars and Nestle-owned Nespresso, are testing technologies to find out, including two new private marketplace (PMP)-based products developed by attention metrics provider Adelaide that were announced last week. Using attention metrics as a proxy targeting signal for reducing emissions […]

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