Attention Metrics Made Easy: Programmatic Activation
In The ARF Attention Report, research from The Attention Council and The Advertising Research Foundation found that complexity and difficulty of implementation are the top hurdles to the adoption of attention metrics. Adelaide has prioritized programmatic integrations with leading platforms to address this challenge and simplify attention activation.
Advertisers can deploy attention metrics through their preferred Demand Side Platforms (DSPs) and Supply Side Platforms (SSPs) via high-attention private marketplaces (PMPs), attention-based custom bidding algorithms, and prebid segments.
While varying in application depending on use case and platform, programmatic activation is unified by one central goal: simplifying the deployment of attention metrics to drive better advertising outcomes at scale.
AU is available everywhere
A metric is only as valuable as it is easy to use. That’s why we’ve made AU available on every popular digital medium, including your favorite programmatic platforms.
AU is the only metric that allows advertisers to draw apples-to-apples media quality comparisons across all channels, formats, and devices.
The Pros & Cons of Programmatic Applications
- Easy and efficient set up. Advertisers simply select the levels of media quality they’d like to target
- Requires integration between DSP and attention vendor
- Media is segmented into groups, leading to less granular bid adjustments compared to custom algorithms and PMPs
- Most granular and nuanced use of attention data, enabling advertisers to dynamically maximize media quality through intelligent bidding
- More involved set up than PMPs and prebid segments
- Most flexible and efficient way to activate attention metrics—function similarly to prebid segments but don’t require integration between DSP and attention vendor
- Available in more than 20 of the world’s largest advertising markets
- Offer the opportunity to combine attention data with other targeting tactics
- Complexity of configuring the segments and friction from siloed data across SSPs
Prebid Segments: Target High-Attention Formats
Attention-based prebid segments allow buyers to specify bids based on a placement’s probability of attention and outcomes. Placements are grouped into high-, medium-, and low-AU sets, representing varying levels of quality. DSPs like Yahoo, Adobe, and Viant have released AU-based prebid solutions, making it easy for advertisers to focus their programmatic investments on media that delivers efficient attention.
Custom Algorithms: Increase Delivery of High-Attention Formats
Advertisers can use attention data to inform custom bidding algorithms. AU-based custom algorithms maximize media value dynamically by intelligently bidding up higher-quality placements and reducing bids for lower-quality inventory. Attention-based custom algorithms ensure advertisers secure high-quality media for a fair price.
Leading brands such as Audi Switzerland and Colgate are using custom algorithms to drive full-funnel outcomes. Audi’s AU-based custom algorithm drove up to 69% higher programmatic conversions while reducing cost per conversion by 53%. Another study from Colgate and The Trade Desk demonstrates the connection between higher-AU media and full-funnel brand metrics.
Audi’s AU algorithm drove a 69% higher conversion rate across Open Exchange inventory and a 60% increase in cumulative conversion rate on both Open Exchange and PMP deals versus standard bidding tactics
Private Marketplaces: Access Curated High-Attention Inventory
SSPs and publishers can curate inventory based on attention data and expose different tranches of quality as separate deal IDs. This approach allows advertisers to purchase placements with a high probability of attention and impact while layering on other targeting tactics, such as audience and contextual configurations.
High-attention PMPs offer a flexible activation route independent of an integration between an advertiser’s DSP and attention vendor. Instead, media buyers can access PMPs from seats on all major DSPs. Adelaide’s high-AU PMPs are available for digital display, OLV, and CTV across SSPs, including PubMatic, Microsoft Advertising (Xandr), TripleLift, Magnite, and OpenX.
Teads clients have seen impressive results using high-AU PMPs across Google Display & Video 360, The Trade Desk, and Yahoo DSP. By prioritizing high-AU media, campaigns achieved up to 74% higher conversion rates, 111% higher checkout rates, and 456% higher site visits.
Additionally, a global credit card company leveraged Magnite’s high-AU PMPs to secure higher-quality media and more efficient outcomes. A third-party Kantar study proved that attention PMPs drove 77.3% higher unaided awareness and a 49% increase in consideration, as well as lift across four other brand metrics, compared to business-as-usual PMPs.
A credit card company experienced brand lift when purchasing media placements from high-AU PMPs compared to BAU PMPs
