Attention Vendors Team Up To Crack The YouTube Measurement Code
TVision and Playground XYZ announced a partnership to measure attention on YouTube’s CTV app and fill in some data blanks for advertisers.
TVision and Playground XYZ announced a partnership to measure attention on YouTube’s CTV app and fill in some data blanks for advertisers.
Playground XYZ announced today that its Attention Intelligence Platform is now compatible with YouTube ads.
After years of courting lower-funnel performance budgets – and charging on a cost-per-click basis – Outbrain foresees further growth in attracting upper-funnel spend. It’s doing so by giving brands a way to measure their return on investment in awareness campaigns by tracking whether people are actually paying attention to their ads.
Is there a correlation between high attention scores, low emissions scores and business outcomes? To find out, Mars and Nestle-owned Nespresso are testing two new private marketplace (PMP)-based products developed by attention metrics provider Adelaide.
As DoubleVerify (DV) aims to make attention metrics a key part of its product mix, it tapped ad industry veteran Daniel Slotwiner to lead its Attention Lab initiative.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Great Search TikTok has made waves because of its organic traction as a new kind of search engine. People use it to look for stores and restaurants nearby, where to travel, where to stay – you name it. But TikTok hasn’t effectively […]
Ad measurement is becoming more challenging due to signal loss. But there was never such a thing as perfect measurement, says Jen Faraci, chief data officer at Publicis-owned Digitas North America.
The SSP Sharethrough partnered with attention metrics provider Adelaide to curate ad inventory packages based on attention.
Advertisers are starting to gravitate toward attention as a way to measure a campaign’s impact on the lower funnel, including conversion rate. Luxury car manufacturer Audi recently experimented with using attention metrics to algorithmically adjust programmatic bidding on ad inventory based on the amount of attention those ad placements are likely to draw. Audi then measured the impact high-attention placements had on post-click conversions.
The Financial Times has long avoided chasing open web programmatic ad revenue. Now, with signal loss prompting a renaissance for contextual targeting and direct deals – and with momentum behind attention metrics, of which the FT was an early proponent going back to 2015 – the publisher’s longtime strategy seems prescient. Brendan Spain, the FT’s VP of advertising for the Americas, spoke with AdExchanger.