Unlocking brand performance
Historically, marketers have used attention as a post-campaign tool, but a pre-bid integration lets media buyers make use of the data before and during campaigns, said Shiv Gupta, founder of U of Digital.
To quantify attention, Adelaide measures and combines three variables—the quality and placement of the ad unit, eye-tracking feedback from focus groups and a machine-learning algorithm trained on outcome data—to assign ad placements an attention score between 0 and 100.
Through the new integration, advertisers using the Yahoo DSP will be able to see the predicted AU score of an ad unit and bid on it accordingly, said Guldimann.
In theory, the inventory Adelaide rates as high-attention will outperform those it rates as low-attention, so advertisers can avoid waste by knowing ahead of time which inventory will be effective.
“Whereas with other DSPs they are using Adelaide as a post-campaign reporting tool, with Yahoo they are getting ahead of it,” Gupta said. “So your outcomes should be much better.”
If the technology works as advertised, marketers can use attention to tie their brand-marketing buys to specific outcomes and be able to optimize those campaigns and produce better results, said Gupta, potentially increasing brand marketing budgets.
Aligning incentives
Adoption from the buy side could also encourage publishers to embrace attention, a shift that could reshape the open web.
Currently, many publishers design their websites to perform well against rubrics like viewability and video completion—which tick performance boxes for advertisers but rankle readers, who must contend with invasive pop-up ads and full-screen takeovers.
In its more than 50 case studies, Adelaide has found that publishers whose inventory and site design take user experience into consideration generate higher rates of attention.
The technology could produce a virtuous cycle in which reader-friendly ad experiences yield the highest attention, making them more valuable to advertisers. Publishers would then be incentivized to prune their pages because the inventory would fetch higher CPMs.
The solution would serve the interests of all three parties—advertisers, readers and publishers—by aligning their incentives.
“A lot of publishers want to create good experiences for readers and advertisers,” Guldimann said. “This is one step in the direction of helping advertisers create demand around high-quality media placements.”
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