Where and how brands choose to advertise is perceived as a reflection of the brand itself. That means we’ve entered the era of responsible advertising.
Solutions that fundamentally address the issues curation attempts to solve already exist. The problem is that none of these solutions have been adopted by the buy side.
Current ad pricing often doesn’t correlate to a site’s attention score, which means there’s an arbitrage opportunity for buyers and resellers.
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
NCIS: Ad Tech takes off as Washington zeroes in on Adalytics reports; Kroger says attention has yet to prove correlation to performance; and inside California’s backroom deal with Google to fund journalism and AI.
By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.
Albert Thompson, a buy-side veteran with 20+ years of experience, weighs in on attention metrics, the value of MFA sites, brand safety backlash and how publishers can improve their inventory.
If attention is treated like viewability 2.0, high or low attention could become a blanket requirement for a campaign and hinder performance.
The initiative will kick off this month, and the IAB and MRC expect to have draft accreditation guidelines open for public comment by Q1 2025.
Instead of erasing the idea of brand safety, we should be developing smarter, more nuanced solutions that protect both news publishers and advertisers.
