Evolution to the Impact Media Offering
Evolution in Attention Measurement
Since launch, the landscape of attention measurement has seen significant developments:
The IAB and MRC are moving towards accrediting methodologies, highlighting the importance of robust attention metrics.
Case studies have shown that every brand requires a unique level of attention to achieve optimal results.
Attention, often measured in duration, is sometimes misaligned with ad quality, reinforcing the need for a more sophisticated approach.
Considering these industry shifts, we are proud to unveil enhancements to our model that will continue to ensure ads get the attention your brand deserves while delivering even better outcomes for your campaigns.
Key Updates to Our Model
Partnership with Adelaide Metrics: We now guarantee an AU (Attention Unit) score of 20 for Display and 30 for Video on every campaign that uses Adelaide Metrics, ensuring enhanced performance and attention levels.
Expanded Collaboration with Lumen Research: We have advanced our partnership with Lumen Research to guarantee that all campaigns using their measurement tools meet the IAB standard of viewability and are also seen for at least 0.1 seconds using their eye-tracking data. This ensures that your display and video ads are not only viewable but truly engaging.
Programmatic Access via Deal ID: Buyers can now seamlessly access our Impactful Inventory Marketplace through programmatic pipes, further streamlining the process of leveraging our attention-driven ad solutions for programmatic-first buyers.
These updates mark a significant evolution from our initial thresholds of 1 second for display ads and 3 seconds for video ads. By refining our guarantees, we are maximizing the impact of campaigns, promoting higher quality, reducing waste, and ultimately driving superior performance.
As we continue to gather insights from testing and data integration within our AI-powered Attention HQ platform, we remain committed to enhancing the value we deliver to our partners.
Looking Ahead
Change is the only constant, and we are excited to continue our journey alongside innovative brands and agencies. Together, we will push the boundaries of what’s possible in campaign performance, leveraging our proprietary AI-powered attention platform to create the impactful results your brand deserves.
