Mantis, a leading provider of contextual advertising solutions with built-in brand safety and suitability, today (April 25th, 2025) announced the launch of Mantis  Attention, powered by Adnami. Adnami is a leading ad tech company, empowering users with attention-driven advertising solutions. The launch is designed to give advertisers and publishers unparalleled insights into audience engagement, through campaign performance, optimisation, and inventory management. 

As the digital advertising landscape evolves, the industry is moving from traditional viewability metrics to attention-based metrics as the benchmark for advertising effectiveness. Using Mantis Attention, publishers and advertisers can track how effectively their campaigns capture audience attention offering detailed metrics such as placement, share of page, time in view, and overall engagement. 

For publishers, this creates a better understanding of their inventory to identify the best spots to place brand campaigns and widgets. Meanwhile, it provides advertisers with the data needed to assess the effectiveness of their campaigns and adjust placements based on campaign KPIs. By prioritising placements with high Attention Per Mille (APM) and Effective Attention per Mille (eAPM) and offering data-driven optimisation tools, advertisers can maximise media efficiency, enhance brand impact, and improve ROI by reducing wasted spend on low-attention placements. 

"In today's crowded digital landscape, capturing meaningful attention has become the holy grail for both advertisers and publishers," said Terry Hornsby, EVP Mantis. "With Mantis Attention, we're finally  bridging the gap between mere viewability and genuine engagement. Our clients can now  make data-driven decisions based on how audiences actually interact with content, not just  whether an ad was technically visible.” 

"We’re thrilled to power Mantis Attention with Adnami’s sonar technology,” said Alex  Barstow, commercial director UK at Adnami. “Attention has quickly become the new currency in digital advertising, and for good reason — it far outperforms legacy metrics like viewability when it comes to measuring real impact. By focusing on how users genuinely engage with ad content, agencies and publishers can drive stronger outcomes, better performance, and ultimately, improved ROI.”

Mantis

Mantis is a leading brand safety and contextual advertising solutions provider for publishers and advertisers. Launched in 2019 initially as part of Reach PLC, the Mantis suite of solutions create an efficient, more transparent advertising ecosystem ...

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