PubMatic & Adelaide Unveil First-to-Market Integration to Reinvent Attention-Based Media Quality Targeting
by on 11th Dec 2024 in News
Adelaide, the leader in attention-based media quality measurement, and PubMatic, an independent technology company delivering digital advertising’s supply chain of the future, have announced a first-to-market integration that transforms how advertisers apply media quality filters to their campaigns.
Previously, incorporating media quality targeting into programmatic deals was a manual and time-consuming process, requiring separate curation for deals that layered attention targeting alongside other criteria. With this new integration, buyers can apply Adelaide’s attention data to any deal instantly, without the need for manual intervention or custom curation. This advancement makes targeting high-quality media faster, easier, and more scalable than ever before, marking the first time a supply-side platform (SSP) has offered such seamless capability.
The Adelaide-PubMatic integration is powered by Adelaide’s AU metric, which measures a placement’s likelihood of capturing attention and driving impact. AU media quality scores are generated by a machine-learning model that incorporates eye-tracking data, device signals, and full-funnel outcome data.
For media buyers, this integration offers a valuable opportunity to leverage AU data at scale to improve business outcomes. Key benefits include:
- Enhanced efficiency: Buyers can easily deploy high-AU targeting across multiple campaigns, saving time and resources.
- Unprecedented scalability: No longer limited to case-by-case AU-curated deals, buyers can incorporate AU data into every deal to ensure desired levels of media quality.
- Superior performance: Adelaide’s AU has been proven to correlate with full-funnel business outcomes. Through this integration, buyers can target higher-AU media to achieve increased performance and ROI.
- Flexible targeting: Buyers can seamlessly combine AU data with any other targeting criteria—whether audience-based, contextual, or inventory-specific.
- Ease of use: This integration eliminates technical barriers, making media quality targeting accessible to teams of all sizes and expertise levels.
"Our integration with Adelaide delivers unparalleled efficiency and scalability for advertisers looking to improve media quality and performance," said Howard Luks, VP of audiences at PubMatic. "We’re excited to bring the power of attention-based measurement and optimisation to our clients, helping them drive better outcomes across their investments."
"This integration is a huge step forward for the programmatic advertising landscape," said Marc Guldimann, CEO and co-founder, Adelaide. "By increasing the scalability of AU data, we’re empowering advertisers to make smarter investment decisions across all their programmatic buys."
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