Added In-flight metrics will further enhance campaign performance

AdTheorent Holding Company, Inc., a machine-learning pioneer and industry leader using privacy-forward solutions to deliver measurable value for programmatic advertisers, and Adelaide, the leader in attention-based media quality measurement, announced a partnership enabling AdTheorent to utilize Adelaide’s attention-based metrics for campaign optimization and to quantify digital advertising campaign impact.

Adelaide’s omnichannel AU metric is used for attention-based quality measurement across digital advertising campaigns.  The AU score goes beyond viewability, using modeling to evaluate various qualifiers, including ad placement context, position, duration, business outcomes, and eye tracking. With access  to  Adelaide data, AdTheorent can use top attention-driving tactics to drive campaign performance across multiple formats and channels including display, online video, and connected television (CTV).  In addition to AU scores, AdTheorent advertisers can gain insight into metrics such as Cost Per AU and Performance by Feature (i.e., creative, device, etc.). Additionally, AdTheorent can utilize Adelaide measurement in conjunction with other studies, such as sales lift, brand awareness, and visitation, to determine the impact of attention-based metrics on business outcomes.

Marketing Technology News: Microsoft Unveils New Generative AI and Data Solutions Across the Shopper Journey, Offering Copilot Experiences Through Microsoft Cloud for Retail

“AdTheorent’s ML-powered DSP puts advertisers first by executing highly successful campaigns that are free from waste and inefficiency, and by driving tangible business outcomes across a variety of advertiser-specified KPIs,” said Jim Lawson, CEO, AdTheorent. “We are excited about our partnership with Adelaide which allows us to optimize and measure campaigns utilizing insightful attention-based metrics.”

“AU offers predictive insights into campaign performance with unmatched precision. Its integration into AdTheorent’s DSP means advertisers can easily secure higher-quality media and drive better outcomes at scale,” said Marc Guldimann, CEO & Co-founder, Adelaide. “We’re excited to collaborate with AdTheorent to make attention data actionable, steering advertisers towards smarter investment decisions and an understanding of true media quality.”

Marketing Technology News: MarTech Interview with Karen Ng, SVP of Product and Partnerships at HubSpot