The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.
Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.
The UK-based ad marketplace announced an additional $1.25 million in funding to supplement its $3 million Series A round, with the goal of attaining profitability.
Is the ad tech M&A freeze starting to thaw? A private equity firm bought Cadent for $600 million this week. Plus: Programmatic ads hit the big screen, brought to you by National CineMedia.
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.
We’re close to the onset of true cross-media measurement – with the understanding that all video impressions are not created equal. That seems obvious, but one key player in the ecosystem, YouTube, disagrees.
Domain blocking, the industry’s go-to approach for demonetizing sites that host pirated content, is set up to fail.
