AdTheorent Partners with Adelaide to Utilize Attention-Based Metrics for Campaign Optimization and Measurement

Rhea-AI Summary

AdTheorent Holding Company, Inc. (Nasdaq: ADTH) has announced a partnership with Adelaide to utilize attention-based metrics for campaign optimization and to quantify digital advertising campaign impact. This partnership will enable AdTheorent to use top attention-driving tactics to drive campaign performance across multiple formats and channels, including display, online video, and connected television. Advertisers can gain insight into metrics such as Cost Per AU and Performance by Feature. Additionally, AdTheorent can utilize Adelaide measurement in conjunction with other studies, such as sales lift, brand awareness, and visitation, to determine the impact of attention-based metrics on business outcomes.

Insights

Market Research Analyst

The partnership between AdTheorent and Adelaide represents a significant enhancement in the digital advertising space, particularly for programmatic advertisers. By integrating Adelaide's attention-based metrics, AdTheorent is poised to offer a more sophisticated and nuanced approach to campaign optimization. The use of Adelaide's AU score, which transcends traditional viewability metrics, allows advertisers to better understand the qualitative aspects of ad placement. This includes the context and position of the ad, the duration it is viewed and even eye-tracking data, which can be pivotal in determining the effectiveness of digital ads.

The ability to quantify campaign impact through such detailed metrics is likely to be a game-changer for advertisers who are increasingly seeking accountability and performance-based advertising solutions. By correlating these attention metrics with business outcomes like sales lift, brand awareness and visitation, AdTheorent could potentially offer a compelling value proposition to advertisers looking to maximize their return on investment. This could lead to increased demand for AdTheorent's services, potentially impacting its financial performance and stock valuation positively.

Financial Analyst

From a financial perspective, the collaboration with Adelaide could be a strategic move for AdTheorent to differentiate its services in a competitive market. The ability to provide advanced metrics like Cost Per AU and Performance by Feature can attract advertisers seeking more granular data on their ad spend efficiency. In the long term, this could translate into higher customer retention rates and the attraction of new clients, thereby potentially increasing AdTheorent's revenue streams.

Investors will likely monitor the adoption rate of these new metrics and their impact on AdTheorent's market share within the digital advertising industry. If AdTheorent can demonstrate that its machine-learning algorithms, combined with Adelaide's metrics, lead to significantly better campaign performance, this could be reflected in the company's financial results. However, it will be essential to watch how the market responds to this partnership and whether AdTheorent can effectively monetize these enhanced capabilities.

Advertising Technology Expert

The integration of Adelaide's attention-based metrics into AdTheorent's machine-learning powered Demand-Side Platform (DSP) is a notable advancement in advertising technology. The focus on attention metrics is a response to the industry's need for more relevant and impactful advertising measurements, moving beyond simple impression counts to gauge the true effectiveness of digital ads.

Attention metrics like the AU score are becoming increasingly important as advertisers seek to ensure their messages are not only seen but also resonate with their target audience. The partnership could set a new standard for how campaign success is measured and optimized, potentially influencing how other companies in the ad tech space approach campaign measurement. As the industry evolves, the ability to prove a direct correlation between ad attention and business results could become a key differentiator and drive innovation in ad tech solutions.

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 tactics to drive campaign performance across multiple formats and channels including display, online video, and connected television (CTV).  In addition to AU scores, AdTheorent advertisers can gain insight into metrics such as Cost Per AU and Performance by Feature (i.e., creative, device, etc.). Additionally, AdTheorent can utilize Adelaide measurement in conjunction with other studies, such as sales lift, brand awareness, and visitation, to determine the impact of attention-based metrics on business outcomes.

"AdTheorent's ML-powered DSP puts advertisers first by executing highly successful campaigns that are free from waste and inefficiency, and by driving tangible business outcomes across a variety of advertiser-specified KPIs," said Jim Lawson, CEO, AdTheorent. "We are excited about our partnership with Adelaide which allows us to optimize and measure campaigns utilizing insightful attention-based metrics."

"AU offers predictive insights into campaign performance with unmatched precision. Its integration into AdTheorent's DSP means advertisers can easily secure higher-quality media and drive better outcomes at scale," said Marc Guldimann, CEO & Co-founder, Adelaide. "We're excited to collaborate with AdTheorent to make attention data actionable, steering advertisers towards smarter investment decisions and an understanding of true media quality."

About AdTheorent
AdTheorent (Nasdaq: ADTH) uses advanced machine learning technology and privacy-forward solutions to deliver impactful advertising campaigns for marketers. AdTheorent's machine learning-powered media buying platform powers its predictive targeting, predictive audiences, geo-intelligence, audience extension solutions and in-house creative capability, Studio A\T. Leveraging only non-sensitive data and focused on the predictive value of machine learning models, AdTheorent's product suite and flexible transaction models allow advertisers to identify the most qualified potential consumers coupled with the optimal creative experience to deliver superior results, measured by each advertiser's real-world business goals. 

AdTheorent is consistently recognized with numerous technology, product, growth and workplace awards.  AdTheorent was named "Best Buy-Side Programmatic Platform" in the 2023 Digiday Technology Awards and was honored with an AI Breakthrough Award and "Most Innovative Product" (B.I.G. Innovation Awards) for five consecutive years.  Additionally, AdTheorent is the only seven-time recipient of Frost & Sullivan's "Digital Advertising Leadership Award." AdTheorent is headquartered in New York, with fourteen offices across the United States and Canada.  For more information, visit adtheorent.com.

About Adelaide
Adelaide is the leader in attention-based media quality measurement. Our mission is to bring increased transparency and fairness to advertising by supplying the market with a precise, omnichannel media quality metric connected to business outcomes. Adweek has called Adelaide's AU "the attention economy's most widely recognized metric." Proven to predict full-funnel outcomes more accurately than any existing metric, AU helps the world's largest brands make smarter investment decisions, activate attention data programmatically, and drive better performance. Adelaide is named after the global epicenter of evidence-based marketing in southern Australia and headquartered in New York City. For more information, visit adelaidemetrics.com.

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SOURCE AdTheorent

FAQ

What is the partnership announced by AdTheorent Holding Company, Inc. (ADTH)?

AdTheorent Holding Company, Inc. (ADTH) has announced a partnership with Adelaide to utilize attention-based metrics for campaign optimization and to quantify digital advertising campaign impact.

What can AdTheorent gain insight into through the partnership with Adelaide?

Advertisers can gain insight into metrics such as Cost Per AU and Performance by Feature through the partnership with Adelaide.

What is the purpose of using Adelaide's omnichannel AU metric?

The purpose of using Adelaide's omnichannel AU metric is for attention-based quality measurement across digital advertising campaigns.

What can AdTheorent utilize Adelaide measurement in conjunction with?

AdTheorent can utilize Adelaide measurement in conjunction with other studies, such as sales lift, brand awareness, and visitation, to determine the impact of attention-based metrics on business outcomes.