Havas Media North America and Adelaide, a platform focused on attention-based media measurement have announced the launch of the “Meaningful Ad Unit” (MAU), a proprietary metric to be utilized for U.S. clients.
Havas Media will integrate the MAU into its Meaningful Media Marketplace. Adelaide’s AU metric predicts a media placement’s probability of attention and subsequent impact using a machine-learning model trained with full-funnel outcome data.
According to Havas, high-AU exposures deliver up to 132% lift in upper-funnel KPIs compared to low-AU placements.
As part of this partnership, Havas Media North America’s programmatic trading desk will leverage the MAU within custom algorithms, pre-bid segments, and through custom private marketplaces.
Havas Media North America clients will also have access to AU audits, which offer a transparent baseline of media quality and meaningfulness across display, online video, walled gardens, podcasts, CTV, and linear channels.
Mike Bregman, Chief Activation Officer, Havas Media Network North America said, “The media and advertising ecosystem faces a number of increasingly complex challenges, including a reliance on binary metrics that fail to take into account consumers’ perceptions and brands’ objectives.”
The network’s long-term strategy, he added, “is to create the largest global attention database, a proprietary platform that enables our teams to deliver better media experiences for our clients.”