• by Laurie Sullivan , Yesterday

A new integration allows advertisers to use predictive models and automated algorithms to prioritize high-quality impressions, giving media buyers a more practical way to apply attention-based standards.

This shift moves attention and data metrics from measuring how users process ads to where the inventory gets filtered, so it can adjust bids in real-time.

With the integration, media buyers can now prioritize or exclude inventory based on a score before they bid, rather than reviewing results after the budget has already been spent.

Adelaide, a data and analytics firm that specializes in attention-based metrics, on Tuesday launched pre-bid targeting tools in Amazon's demand-side platform (DSP).

The integration will launch two products, each targeting a different buying objective.

"AU Media Quality" segments advertising inventory into three performance tiers, where buyers can target the high tier to prioritize the placements that are most likely to capture attention and influence outcomes.

The average tier is balanced between quality and scale, and the low tier serves as layer that allows buyers to filter placements at the bottom of the attention-quality range.

The tool gives programmatic buyers a way to apply a metric before the bidding process -- making it available at the moment a consumer interacts with a brand's ad campaign and before the brand commits to the ad spend on the demand-side platform (DSP).

Historically, advertisers could access impression-level visibility into attention quality, but only after a campaign had already run.

The focus is on advertisers that want to target high- and medium-attention ad inventory across display, online video (OLV), and connected TV (CTV).

“Advertisers shouldn’t have to wait until after a campaign runs to know whether their spend went toward high-attention media,” Marc Guldimann, CEO and co-founder of Adelaide, wrote in a blog post.

For now, the brand is still determining whether attention is a valid proxy signal for media quality and high-lifetime value (LTV) audiences, Benjamin Lichtman, head of performance marketing analytics and insights at Nestle Health Science, told AdExchanger.

Nestle is still in the early phases of testing attention metrics as an ad currency for ad deals.