attention metrics Archives | AdExchanger

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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Forget Branding Vs. Performance – Both Are Critical, And Attention Metrics Bridge The Gap

AdExchanger Guest Columnist — Thu, 15 Aug 2024 04:35:29 +0000

Quick: What’s the most basic purpose of advertising? Is it to generate specific outcomes? Or is it to create the awareness and affinity that lead to lifetime value and loyalty? The answer is “all of the above.” Still, despite years of talk about “holistic” marketing, too often, advertising professionals view branding and performance efforts as […]

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The Cannes Lions Roared As Usual, But The Ad Industry Needs More Than Talk

AdExchanger Guest Columnist — Thu, 20 Jun 2024 04:35:08 +0000

Another Cannes Lions is almost behind us. The senior advertising execs who convened on La Croisette confidently shared their visions for the future of transparency, AI, attention, identity, privacy and curated marketplaces. I have been writing about these topics for AdExchanger for years and have sometimes been considered naïve and utopian for pushing for change […]

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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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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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The Precipice of Peril: Publishers And Ad Tech Face A Harsh 2024

AdExchanger Guest Columnist — Thu, 11 Jan 2024 05:35:54 +0000

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024. Google Chrome will deprecate third-party cookies, Privacy Sandbox will dominate the conversation, and media will continue having a major crisis, as years of removing friction between consumer and content has cratered the value chain. Despite 2023’s turmoil, there’s […]

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2024 Promises More Premium Inventory – And Bigger Budgets – For In-Game Ads

Anthony Vargas — Tue, 02 Jan 2024 05:45:40 +0000

The in-game ad market entered 2023 riding a wave of optimism. Advancements in targeting, measurement and ad verification in 2022 were supposed to have set the stage for a growth spurt in 2023. But the amount of money advertisers spend on in-game ads still lags behind the amount of time audiences spend playing video games. […]

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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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