attention metrics

Uber Advertising, in partnership with Adelaide and Kantar, launched a first-of-its-type custom attention metric score for its platform advertisers.

Our industry has done a terrible job rewarding publishers for monetization choices that align their supply to quality and outcomes vs. short-term yield bumps. But is it overly optimistic to think The Trade Desk’s recent moves prove that’s changing?

Online advertising’s privacy problem isn’t just about bad actors; it’s about bad metrics, says Marc Guldimann, CEO and founder of attention startup Adelaide. “I think a lot of the invasive behaviors in the ad tech space can be traced back to a lack of a shared understanding of quality,” he says.

Measuring media quality is just the first step. A bigger challenge looms: assessing media quality against a marketer’s short-term and long-term goals.

Google’s DV360 adding attention as optimization signal could finally help wean buyers and platforms off bidding on ad inventory based on viewability.

Erez Levin, a former Googler and current outspoken consultant, on why the digital ad industry should transact on media quality signals like attention instead of optimizing to outcomes and other flawed attribution models.

NBC, Fubo, Disney-owned ESPN and ad agency Mindshare weigh in on the creative flexibility offered on CTV and whether sports streamers really reach incremental audiences.

The Brand Safety Institute released a new tool that lets publishers check whether their site domains have been flagged as MFA by third-party verification vendors.

Every week, we publish an original comic creation inspired by trends in the online advertising industry. These are the stories – and the highly specific double entendres – behind AdExchanger’s top 10 comics of 2024.

2024’s most popular guest columns offer a snapshot of an industry in flux – and one that’s grown cynical due to repeated promises of unrealized change.