Mantis Partners for New Attention Metrics Tool

Contextual advertising solutions firm Mantis as partnered with ad tech company Adnami to launch Mantis Attention, providing clients with attention-driven ad solutions including data on audience engagement, campaign performance, optimisation and inventory management.

Mantis provides brand safety and contextual advertising solutions provider for publishers and advertisers, and was launched in 2019 initially as part of Reach PLC. The firm says the new solution reflects the digital ad industry's move from traditional viewability metrics to attention-based metrics as the benchmark for effectiveness. The tool provides metrics such as placement, share of page, time in view, and overall engagement, allowing advertisers to prioritize placements with high Attention Per Mille (APM) and Effective Attention per Mille (eAPM), and offering data-driven ROI optimisation tools.

Mantis EVP and founder Terry Hornsby (pictured) comments: 'In today's crowded digital landscape, capturing meaningful attention has become the holy grail for both advertisers and publishers. 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,' notes 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.'

Web site: www.mantis-intelligence.com .