Kantar, Adelaide Measure Attention and Lift for Uber Ads

Kantar and attention measurement specialist Adelaide are partnering with Uber Advertising, to integrate Adelaide's AU metric and Kantar's brand lift data into a framework measuring attention specifically for the platform.

The offer will be known as Custom AU for Uber Advertising, and is more complex and ambitious than standard attention measurement approaches, according to the firms. Instead of focusing on viewability thresholds, clicks and video completion rates, the custom AU model aims to quantify the relationship between observable attention signals and actual brand impact.

To do this, Adelaide's system first analyzes signals including ad size, time in view, clutter, and position, to predict a placement's likelihood of capturing attention and delivering business results. Kantar's brand lift data then adds a more precise measure of media quality. According to Uber Advertising's Global Head of Measurement Science Edwin Wong, a former BuzzFeed and Vox Media researcher, this reflects evolving demand from advertisers, with more emphasis on whether campaigns drive attention and engagement. Uber says results to date validate the high-attention value of its real-world advertising environments, including in-ride and Uber Eats.

Marc Guldimann, CEO and co-founder of Adelaide, welcomes Uber Advertising's willingness to share comprehensive brand lift data as 'the kind of transparency all publishers and platforms should strive for,' and hopes to see more partners embrace this approach. Nicole Jones, Chief Media Commercial Officer at Kantar, says with attention now a critical metric for advertisers, this initiative shows how brand lift data can be used to create smarter, more predictive models.

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