Revolutionizing Media Quality Measurement with Attention Metrics
How Do Attention Metrics Measure Media Quality?
In a media landscape where stakeholders seek quality transparency and tangible results, Adelaide’s AU attention metric offers a solution. AU supplies the market with a precise, omnichannel media quality metric with a proven connection to business outcomes.
AU is a 0–100 score reflecting any media placement’s probability of attention and impact. Heralded by Adweek as “the attention economy’s most widely recognized metric,” dozens of leading brands use AU to understand media quality, make smarter investment decisions, and improve advertising performance.
Using Attention Metrics Throughout the Campaign Lifecycle
If you’re an advertiser looking to understand the quality of your media investments, get started with these simple steps:
Setup & Tagging
Adelaide attention measurement tags collect various data points used to calculate AU scores. We provide different tagging solutions depending on your campaign needs. For Display, online video (OLV), Walled Gardens (social), Linear TV, Connected TV (CTV), and Audio Podcasts, we utilize JavaScript tags, tracking pixels, and/or log files. Adelaide recommends tagging directly at the Ad Server level but can also append tags to third-party served placements in several places, including most DSPs.
Dashboard Reporting
Adelaide supplies a real-time dashboard to visualize campaign performance, including the amount and cost of attention per channel, partner/publisher, domain, device type, ad format, and other dimensions. The dashboard is fully customizable to meet your optimization needs, and raw data can be exported down to the placement and date level.
Testing & Optimization
The best way to get started is to lead with a correlation analysis between AU and your KPIs. Once we’ve established a strong correlation, we can help optimize your direct and programmatic spend to the most efficient sources of high-quality media.
Advertisers can leverage attention metrics to inform manual and programmatic optimizations. High-AU prebid segments, High-AU private marketplaces, and AU-based custom bidding algorithms ensure you secure pre-qualified high-attention placements. Read Adelaide’s “Attention Metrics Made Easy: A Guide to Programmatic Activation” to learn more.
Alternatively, you can conduct an A/B test comparing attention metrics to viewability (or whatever metric you typically use). We’ll split your media or audience into two segments, optimizing one with the “business-as-usual” metric and one with AU, then evaluate which tactic drove the greatest impact and efficiency.
