Adelaide

Since launch, 82% of advertisers that buy inventory through the Yahoo DSP have tried Backstage at least once. And buyers are seeing lower CPMs from cutting out SSPs.

In today’s newsletter: Adalytics reveals Forbes was running a separate MFA sub-domain; The New York Times seeks to use attention benchmarking to validate its premium publisher status; and Google is reportedly looking to buy HubSpot.

In today’s newsletter: Criteo invests heavily in the Privacy Sandbox; the open web is not too big to fail; and Amazon aims to grow its ad business to rival Google’s and Meta’s.

The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.

Index Marketplaces activates the curation capabilities of DSPs, DMPs and RMNs – and the demand for their PMP deals – across Index Exchange’s network of publishers.

Advertisers’ attempts to engage consumers could end up leaving them cold. After all, not all attention is created equal.

Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.

After years of courting lower-funnel performance budgets – and charging on a cost-per-click basis – Outbrain foresees further growth in attracting upper-funnel spend. It’s doing so by giving brands a way to measure their return on investment in awareness campaigns by tracking whether people are actually paying attention to their ads.

Is there a correlation between high attention scores, low emissions scores and business outcomes? To find out, Mars and Nestle-owned Nespresso are testing two new private marketplace (PMP)-based products developed by attention metrics provider Adelaide.

We’re close to the onset of true cross-media measurement – with the understanding that all video impressions are not created equal. That seems obvious, but one key player in the ecosystem, YouTube, disagrees.