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 AT. 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