Commentary

Arbitraging Human Attention

The biggest problem with modern day media-buying is that the ad industry has been optimizing the wrong thing: impressions.

Yes, the industry uses a variety of factors to identify the best impressions, including user IDs, profiles,“viewability,” and a number of contextual weights to ensure that brands target the most “premium” …

4 comments about "Arbitraging Human Attention".
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  1. John Grono from GAP Research, October 7, 2019 at 2:46 p.m.

    Is the base data server-side data, or is it device-side data?

  2. Marc Guldimann from Parsec replied, October 7, 2019 at 3:50 p.m.

    Thanks John - Adelaide uses both server and client side exposure data.

  3. John Grono from GAP Research, October 7, 2019 at 5:01 p.m.

    Thanks Marc.   So, can I safely assume that you use a process to extrapolate client-side exposure to server-side traffic.

  4. Ed Papazian from Media Dynamics Inc, October 8, 2019 at 7:29 a.m.

    It would be interesting to see what assumptions underlie the appliction of attentiveness factors based on this system and what ad awareness or "impact" research  exists to support said assumptions.

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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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