Attention Metrics Firm Adelaide Adds CTV Coverage

New York-based Adelaide, which provides attention-based media quality measurement, has added coverage of CTV to its Attention Leaderboard service.

The Leaderboard is based on the company's its omnichannel attention metric AU, which predicts the attention likely to be garnered by any media placement, and the resulting impact. AU itself uses a machine learning model trained using full-funnel outcome data, to generate 'precise and nuanced' ratings across campaigns - in the case of CTV this consists of automatic content recognition data from Inscape and opt-in eye tracking data from TVision.

Adelaide also publishes the Display Leaderboard, which lists the top publishers, platforms and ad networks based on the quality of display offerings. The five streaming platforms with the highest-quality CTV offerings in terms of attention, from the top down, are Peacock, Hulu, Max, Paramount and Discovery+.

CEO Marc Guldimann (pictured) comments: 'Our goal is to foster a marketplace where quality is rewarded, paving the way for advertisers to invest with confidence in the spaces where their messages have the greatest likelihood of resonating. CTV media has a much higher probability of attention than most digital ad placements, offering an incredible opportunity for advertisers. With the addition of CTV to our Attention Leaderboard, we're acknowledging the streaming platforms that excel in delivering exceptional value through high-quality media'.

The firm, which last year opened an office in London and partnered with Havas Media to build a proprietary advertising attention measurement metric called the 'Meaningful Ad Unit' (MAU), is online at www.adelaidemetrics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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