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»Adelaide

Making it rain.
Attention Measurement Startup Adelaide Snags $7 Million In Seed Funding From Human Ventures

Former Fox executive Joe Marchese’s early-stage investment fund, Human Ventures, is paying attention to attention. On Tuesday, Human Ventures announced a $7 million seed investment in Adelaide, a startup that helps advertisers measure and evaluate media based on attention rather than proxy metrics like viewability or video completion rate. This is on top of the… Continue reading »
by Allison Schiff // June 7th, 2022 //
»
Kargo Buys Parsec To Build Attention-Based Mobile Currency

Mobile ad exchange Kargo has acquired attention sales platform Parsec Media. The deal reflects Kargo’s investment in attention as a viable metric for post-cookie mobile advertising, said Kargo CEO Harry Kargman, who declined to share how much he paid for the assets. With cookies on the way out, it’s a good time to embrace a… Continue reading »
by Anthony Vargas // March 31st, 2022 //
»
The NBA Increases Tune-In For Live Games By Buying High-Attention CTV Ad Spots

The National Basketball Association is scoring higher tune-in for live games by optimizing its media planning using attention, including on connected TV. The league has been on the hunt for a more effective real-time optimization metric tied to larger business goals, like brand lift and tune-in, said Larisa Johnson, VP of paid and CRM media… Continue reading »
by Allison Schiff // December 6th, 2021 //
»
Adelaide Raises $2 Million From Angel Backers To Develop Its Attention-Based Ad Metric

The online ad tech startup Adelaide raised $2 million its first investment round from a crew of industry angel investors to build out its attention-based advertising currency, the Attention Unit [AU], as an alternative to campaigns determined primarily by viewability. Adelaide’s AU factors in the context of the ad placement and the likelihood that the… Continue reading »
by James Hercher // July 16th, 2021 //
»
The Rise Of The qCPM: Rewarding Quality In Programmatic Buying

The lowest priced ads don’t always deliver the best results – especially for digital branding campaigns – so ad buyers are re-calculating CPM to a quality CPM (qCPM). The qCPM only counts impressions that are viewable, with on-target delivery, optimal frequency and in brand-safe environments. By looking at performance factors beyond cost, ad buyers can… Continue reading »
by Sarah Sluis // July 8th, 2019 //
»
 

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