Singapore – Yahoo Advertising has announced the addition of high-attention pre-bid segments to its Yahoo DSP as a result of a partnership between Adelaide, attention metrics company. This partnership introduces a global solution that makes use of Adelaide’s known attention metric, making it quicker for advertisers to integrate attention metrics into their campaigns and achieve better business results.
The Yahoo DSP is an all-inclusive platform that provides significant scalability and a full set of capabilities for data analysis, automated bidding, and optimizing ad campaigns across numerous channels. Advertisers may successfully reach and engage their desired audiences thanks to innovative features like predictive audience modeling and proprietary data sources.
The possibilities of the platform are expanded by incorporating Adelaide’s attention-based statistic, known as the AU (Attention Unit), into the Yahoo DSP. Through this integration, Yahoo Advertising customers now have a flexible way to find effective and reliable inventory for their campaigns.
Elizabeth Herbst-Brady, chief revenue officer at Yahoo, said, “The integration of Adelaide’s Attention Unit into our omnichannel DSP further equips clients with insight into media quality and increases programmatic performance.”
Adelaide’s Attention Unit makes use of a machine learning algorithm to assess the chance that a media placement would get noticed and have an impact. The Attention Unit offers a precise and detailed quality score for each placement by examining numerous media quality signals, eye-tracking data, and detailed result data.
Meanwhile, Marc Guldimann, CEO & founder at Adelaide, commented, “The integration of our attention metric, AU, into the Yahoo DSP, reinforces our commitment to creating a more transparent media market. We’re thrilled to partner with Yahoo Advertising to address the challenge of quality opacity in programmatic and help leading brands like Verizon achieve more efficient outcomes.”
