• by Laurie Sullivan  @lauriesullivan, 3 hours ago

Accurately measuring the effects of interactivity on attention requires partners that are willing to share data, as in the partnership between Infillion and Adelaide announced Wednesday.

Infillion will integrate Adelaide’s attention unit (AU) metrics into its interactive video and TrueX value-exchange inventory to help advertisers move past passive viewability signals for ad formats into active and experiential attention metrics.

The focus is no longer on scoring viewability “just because it was on the screen,” the company told MediaPost. 

Marc Guldimann, CEO of Adelaide, believes there is a major difference between one hundred-percent-viewable and high-attention probability. Attention metrics have advanced past traditional viewability. 

This partnership, based on performance, provides Adelaide with data throughout the consumer funnel to measure experiential attention of Infillion’s TrueX ad formats.

TrueX value exchange ads run on Infillion's TrueX platform. The ads are optimized for advertisers and consumers by reducing the number a consumer sees in exchange for their undivided attention. 

Infillion’s TrueX ads ask those viewing ads to pay attention for 30 seconds in return for shorter ad content, gated content, or in-app rewards before being measured.

Advertisers that prioritize higher AU scores consistently see lifts in the upper as well as middle and lower funnel. Infillion’s TrueX units score 22% above 2024 AU benchmarks across devices, the companies said.

TrueX collects first- and third-party data signals such as brand lift, conversion data, and more, and then provides that data to Adelaide.

The data allows Adelaide’s technology to gain an understanding of specific impacts as it runs. Interactivity is a characteristic of the ad unit that should be considered when scoring attention, according to the companies, and the partnership makes it possible.

This partnership also gives agencies a path to increase investments in cost-per-engagement (CPE) pricing and justify premium CPMs — especially for new product launches and brand-lift objectives.

Adelaide’s research-backed AU model analyzes and determines hundreds of placement signals, but by tapping full-funnel outcome data from TrueX units, the partnership can now better distinguish the attention potential of TrueX ads compared with other processes.