Adelaide and PubMatic Boost Attention-Based Measurement

Attention-based media quality measurement firm Adelaide has announced an integration with digital ad supply chain specialist PubMatic, promising to 'transform how advertisers apply media quality filters to their campaigns'.

New York-based Adelaide has developed its own AU metric which evaluates thousands of signals to predict attention, and help advertisers understand media quality across their entire spend. In the autumn it acquired European insights app and personal data marketplace Rita, to enhance its measurement models with deterministic behavioural data, ad exposure and outcomes data. Its new partner PubMatic helps digital content creators control access to their inventory on the open web, and provides marketers with addressable audiences across ad formats and devices.

The partners say incorporating media quality targeting into programmatic deals was previously a manual and time-consuming process, whereas the new integration allows buyers to apply Adelaide's attention data to any deal instantly and automatically, making the targeting of high-quality media 'faster, easier and more scalable than ever before'.

Howard Luks, VP of Audiences at PubMatic comments: 'We're excited to bring the power of attention-based measurement and optimisation to our clients, helping them drive better outcomes across their investments'. Marc Guldimann (pictured), CEO and co-founder of Adelaide calls the integration 'a huge step forward for the programmatic advertising landscape', adding: 'By increasing the scalability of AU data, we're empowering advertisers to make smarter investment decisions across all their programmatic buys'.

The firms are online at www.adelaidemetrics.com and www.pubmatic.com .