Can I have your attention?
Because your attention is becoming an actual currency for ad deals.
That’s the pitch for the attention measurement provider Adelaide, which, on Tuesday, announced that pre-bid targeting using its proprietary attention metric, called AU, is now live in Amazon DSP. Advertisers can target high- and medium-attention ad inventory while filtering out low-attention placements.
In addition, Amazon DSP is integrating Adelaide’s AU Quality Floor, a feature that avoids less appealing impressions since it excludes inventory with an AU score in the bottom 10%. The Quality Floor feature also defaults to excluding inventory from publishers designated as made-for-advertising (MFA) sites, per supply chain quality measurement vendor Jounce Media.
While the AU Quality Floor is exclusive to Amazon DSP, AU-based pre-bid targeting is also available in other DSPs, including The Trade Desk, Viant, Yahoo DSP, Adobe Advertising DSP and Equativ. With the addition of Amazon DSP, “we are continuing our mission to make AU available everywhere,” Adelaide CEO Marc Guldimann told AdExchanger.
