Yahoo Partners for High Attention Segments Offer

In the US, Yahoo Advertising has partnered with attention-based measurement specialist Adelaide to introduce high-attention, pre-bid segments through its Yahoo DSP platform, which includes tools for data analysis, automated bidding and ad campaign optimization.

New York-based Adelaide has developed the AU metric, which evaluates thousands of signals to predict attention, and help advertisers understand media quality across their entire media spend. Specifically, AU assesses a media placement's probability of capturing attention and driving impact using a machine learning algorithm trained to proxy outcomes. Through analysis of a broad range of media quality signals, eye-tracking data and full-funnel outcome data, Adelaide claims AU reflects a 'precise and nuanced' quality score for each placement.

AU will be integrated with the Yahoo DSP, whose features include predictive audience modeling and proprietary data sources, to enable advertisers to reach and engage their target audiences. Yahoo Chief Revenue Officer Elizabeth Herbst-Brady (pictured) comments: 'The integration of Adelaide's AU into our omnichannel DSP further equips clients with insight into media quality and increases programmatic performance'.

Web sites: www.yahooinc.com and www.adelaidemetrics.com .