ADTH - AdTheorent Partners with Adelaide to Utilize Attention-Based Metrics for Campaign Optimization and Measurement | Benzinga
Added In-flight metrics will further enhance campaign performance
NEW YORK, Jan. 16, 2024 /PRNewswire/ -- AdTheorent Holding Company, Inc. (NASDAQ:ADTH), a machine-learning pioneer and industry leader using privacy-forward solutions to deliver measurable value for programmatic advertisers, and Adelaide, the leader in attention-based media quality measurement, today announced a partnership enabling AdTheorent to utilize Adelaide's attention-based metrics for campaign optimization and to quantify digital advertising campaign impact.
Adelaide's omnichannel AU metric is used for attention-based quality measurement across digital advertising campaigns. The AU score goes beyond viewability, using modeling to evaluate various qualifiers, including ad placement context, position, duration, business outcomes, and eye tracking. With access to Adelaide data, AdTheorent can use top attention-driving ...