• by Ray Schultz , December 11, 2024

Media measurement firm Adelaide has formed an integration with tech company PubMatic to help ad buyers apply Adelaide’s attention data to programmatic deals. 

Buyers can apply Adelaide’s attention data without the need for manual intervention or custom curation, the firms say.

The goal is to provide “efficiency and scalability for advertisers looking to improve media quality and performance," says Howard Luks, vice president of audiences at PubMatic.

Central to the integration is Adelaide’s AU metric, which measures the likelihood of an ad placement’s likelihood of capturing attention.

AU scores are generated by a machine-learning model that uses eye-tracking data, device signals, and full-funnel outcome data. 

In addition, buyers can combine AU data with other targeting criteria, including audience-based, contextual, or inventory-specific.

"This integration is a huge step forward for the programmatic advertising landscape," said Marc Guldimann, CEO and co-founder, Adelaide. "By increasing the scalability of AU data, we’re empowering advertisers to make smarter investment decisions across all their programmatic buys."