Yahoo Advertising has announced an integration with Adelaide, an attention metrics company, to introduce high-attention pre-bid segments through the Yahoo DSP.
This global solution, driven by Adelaide's attention metric AU (Attention Unit), aims to simplify the application of attention metrics for advertisers and provides Yahoo Advertising clients with a dynamic way to procure efficient, high-quality inventory.
Adelaide’s Attention Unit assesses a media placement’s probability of capturing attention and driving impact using a machine learning algorithm trained to proxy outcomes. By analysing a broad range of media quality signals, eye-tracking data, and full-funnel outcome data, Attention Unit reflects a precise and nuanced quality score for each placement.
Marc Guldimann, CEO & founder of Adelaide, said the integration of the AU attention metric into the Yahoo DSP reinforces its commitment to creating a more transparent media market.
“We’re thrilled to partner with Yahoo Advertising to address the challenge of quality opacity in programmatic and help leading brands like Verizon achieve more efficient outcomes," said Guldimann.
Yahoo DSP is an omnichannel platform that offers a suite of tools for data analysis, automated bidding, and optimising ad campaigns across channels. Its features, including predictive audience modelling and proprietary data sources, enable advertisers to reach and engage their target audiences effectively.
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