Adelaide Launches Partnership with Inscape to Drive Advanced Connected TV Attention Insights
by on 9th Jan 2024 in News
Adelaide, the leader in attention-based media quality measurement, has partnered with Inscape, a leading provider of currency-grade smart TV data, to enhance Adelaide’s attention measurement capabilities for Connected TV (CTV). By incorporating Inscape’s automatic content recognition (ACR) data from over 23 million opted-in internet-connected TVs into its attention model, Adelaide can offer advertisers greater transparency into the quality of their CTV media investments, leading to more informed buying decisions and more efficient outcomes.
CTV spend was anticipated to grow by 21.2% in 2023, according to eMarketer, signaling to advertisers they need precise media quality metrics to understand the value of a CTV impression versus display or video. Historically, CTV measurement has been challenging due to a lack of transparency and fragmentation of data signals. Adelaide solves this challenge with its omnichannel attention metric, AU, which predicts any placement’s probability of attention and subsequent impact.
By utilizing second-by-second audience exposure data from Inscape, Adelaide can refine its AU model to more accurately predict the potential for attention across CTV placements. Inscape ACR data augments opt-in eye-tracking data from TVision, which Adelaide’s current model processes alongside attributed upper- and lower-funnel outcomes to calculate AU in TV environments. With this integration, advertisers now have increased access to AU scoring by more granular data points such as show title, genre, and pod position—in addition to more widely available app and daypart dimensions. There are also more opportunities for tune-in attribution studies.
Using a machine learning model, AU evaluates hundreds of environmental media quality signals and their weighted contribution to outcomes. For traditional web display and video, signals fall into categories like clutter, position, and coverage. Adelaide constructs a separate model for each channel but normalizes AU scores across media experiences, enabling meaningful cross-channel quality comparisons.
“As investment in CTV continues to surge, advertisers must develop a deeper understanding of ad performance amidst changing consumer behaviors and viewing patterns,” said Ken Norcross, vice president, data licensing and strategy, VIZIO/Inscape. “By working with Adelaide to address the industry’s need for greater clarity into placement-level CTV quality, it will promote a more holistic advertising experience for brands and consumers.”
“CTV media offers a much higher probability of attention than most digital placements. In fact, it has one of the highest average AU scores out of all the platforms and channels we measure,” said Marc Guldimann, CEO of Adelaide. “We’re thrilled to partner with Inscape to offer advertisers deeper insight into the effectiveness of their CTV media relative to other ad formats and channels, including linear TV, programmatic, and walled gardens.”
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