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Sharethrough, a global independent omnichannel ad exchange, and Adelaide, known for attention-based media quality measurement, are joining forces to offer attention-based curated inventory.
The partnership is part of Sharethrough’s efforts to create better ads that people are more likely to pay attention to through research, enhancements, and technology integrations.
“Thanks to the partnership, Adelaide will be able to measure millions of impressions across Sharethrough’s inventory and generate an Attention Unit (AU) rating for each placement,” Sharethrough said in a media release.
Adelaide’s AU is a precise measure of a placement’s likelihood of driving attention and impact and is generated by a machine learning algorithm tuned to proxy outcomes from brand lift to sales. The offering will be available to all Sharethrough customers through high-AU private marketplaces (PMPs), enabling them to easily secure high-quality, attentive media.
Attention is key for advertisers, but it has long been a challenge for the industry. According to data from Sharethrough, 76% of viewers do not pay active attention to ads. In teaming up with Adelaide, Sharethrough aims to provide even more value to the attention enhancing tools that the company currently offers.
Through this curated inventory, advertisers get the best of both worlds. They will benefit from Sharethrough’s ad enhancement technology, which improves attention by supplementing ad creative with features such as dynamic captions for digital video or CTV enhancements, including dynamic QR codes, sports tickers, and countdowns.
They will also benefit from targeting high-AU media. High-AU PMPs allow advertisers to secure inventory with a greater probability of capturing attention and driving results.
“Over the years, Sharethrough has built research-backed products built to improve attention and comprehension while respecting the user experience,” said JF Cote, CEO of Sharethrough.
“Through this partnership with Adelaide, we’ll deliver an ad experience that is overall more enjoyable for the consumer, but also helps advertisers reach their attention goals.”
“We are thrilled to announce our partnership with Sharethrough to curate high-attention marketplaces. By using Adelaide’s attention data, Sharethrough is empowering publishers to monetize their content more effectively and enabling advertisers to buy higher-quality placements with greater precision,” said Marc Guldimann, CEO of Adelaide.
“This is a significant step toward creating a more transparent and fair advertising ecosystem, where attention is the new currency.”
This partnership comes on the heels of the launch of Sharethrough’s CTV ad enhancements, designed to address the ongoing attention challenge by providing viewers with information they would otherwise get on their phones within the ad itself.
Paulo Rizal is a content producer for Comms Room. He writes content around popular media, journalism, social media, and more.
