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Google’s DV360 adding attention as optimization signal could finally help wean buyers and platforms off bidding on ad inventory based on viewability.

By applying Adelaide’s Attention Unit scoring, buyers can target low-, medium- and high-attention inventory via TTD’s self-serve platform.

The results of Haleon’s recent test of Adelaide’s attention scoring solution within Amazon’s DSP could strengthen the case that low-attention inventory isn’t worth buying.

Attention metrics are fast becoming a priority for advertisers, especially as a cookieless world looms large. But the technology requires more standardization before it can reach its full potential.

The UK-based ad marketplace announced an additional $1.25 million in funding to supplement its $3 million Series A round, with the goal of attaining profitability.

Is the ad tech M&A freeze starting to thaw? A private equity firm bought Cadent for $600 million this week. Plus: Programmatic ads hit the big screen, brought to you by National CineMedia.

Is there a correlation between high attention scores, low emissions scores and business outcomes? To find out, Mars and Nestle-owned Nespresso are testing two new private marketplace (PMP)-based products developed by attention metrics provider Adelaide.

We’re close to the onset of true cross-media measurement – with the understanding that all video impressions are not created equal. That seems obvious, but one key player in the ecosystem, YouTube, disagrees.

Domain blocking, the industry’s go-to approach for demonetizing sites that host pirated content, is set up to fail.