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Yahoo and attention vendor Adelaide are letting advertisers buy high-attention pre-bid segments through the Yahoo demand-side platform, according to Yahoo chief revenue officer Elizabeth Herbst-Brady.
This is the latest industry move focused on elevating attention-based advertising, which should, if successful, make ads more effective, improve the reading experience and, ultimately, lead to higher revenues for publishers.
The integration, available in Q3, will let marketers use attention units (AU) as a filter in the Yahoo DSP, letting advertisers bid on inventory that Adelaide predicts will net higher rates of attention, said Marc Guldimann, founder and chief executive of Adelaide.
“Attention is growing more important to clients as the world gets more complicated, and it also drives toward transparency,” Herbst-Brady said. “Advertisers have always wanted to understand the value of their investment, and this allows them to do that.”
The solution makes Yahoo the first major DSP to make AU available in pre-bid segments, according to Guldimann. It also makes Yahoo the first DSP to onboard data through the Adelaide API, meaning the segments will refresh over the course of hours rather than weeks.
For Yahoo, as concerns over supply chain optimization prompt media buyers to reassess their ad-tech partners, this gives it a key element of differentiation. In February, Yahoo shuttered its supply-side platform to focus exclusively on its demand business.
For Adelaide, this offers a key point of distribution for its technology, a new line of revenue and an early mover advantage in the nascent industry of attention-based advertising, as parties throughout the supply chain scramble to find alternative methods of measurement that don’t rely on third-party cookies.
But while advertisers have expressed early interest in attention, the technology needs buy-in from the supply side, which will have to pass AU data in the programmatic bidstream in order for the Yahoo DSP to segment it.
Whereas with other DSPs they are using Adelaide as a post-campaign reporting tool, with Yahoo they are getting ahead of it.
Shiv Gupta, founder, U of Digital
For publishers, such buy-in could spur a shift in site design, as it would reorient websites around a metric that prizes an uncluttered ad experience.
