Insights, Attention

Building an Attention Currency for the Digital Advertising Industry

Building an Attention Currency for the Digital Advertising Industry

Building an Attention Currency for the Digital Advertising Industry

Oct 30, 2023

Adloox introduces Attention Score, an innovative metric for improved digital ad quality, aiming to become an industry standard for better campaign performance.

Adloox attention score UI
Adloox attention score UI

With its unique Attention Score, Adloox introduces a new metric to the market. Over the course of fourteen years dedicated to assessing the quality of digital advertising, we understood that simplicity, transparency, and adherence to industry standards play pivotal roles in effecting changes. Our aspiration with this fresh advertising efficiency metric, currently unparalleled in the market, is to establish it as the industry standard or currency for both advertisers and publishers, ultimately aimed at enhancing the performance of advertising campaigns. Explanations.


Capitalizing on existing measurement features

Adloox, with 14 years of advertising measurement experience, has been developing state-of-the-art proprietary technology to safeguard all stakeholders in the ad industry, including advertisers, agencies, and other buy-side technologies. Our technology protects against the most sophisticated types of ad fraud while ensuring that ads are viewable, impactful, and delivered in a brand-safe environment.

Witnessing the Attention Economy reaching its pinnacle, we started advanced R&D around a new metric using our existing technological expertise. Indeed, within the industry, two methodologies are recognized by the IAB Europe: probabilistic and deterministic. Probabilistic methodologies often rely on limited bespoke panel studies and proxies, which can be derived from eye tracking or facial expression analysis. On the other hand, deterministic methodologies employ proxies derived from engagement and industrial criteria, such as active time-in-view, interaction, scrolling speed, and more. Notably, Adloox Attention Score is constructed using the deterministic approach, assessing the likelihood of attention.


Simplifying advertising measurement and optimization for the years to come

Regardless of campaign budgets, context or objectives, it is essential to grasp the performance of your campaigns and assess message efficiency - you should be able to do it at glance. Adloox offers a solution to bridge this gap between your ad ops and consumer usage with cutting-edge technology and associated tailored reporting, setting a standard for the whole industry.

Adloox's attention score assesses a placement's ability to retain user attention by exclusively using rendered impressions (IVT and unsafe contexts result in a score of 0), measuring the percentage of eligible ad impressions for attention score assessment, and Adloox's ability to gauge the placement's attention-retaining potential.👇

Adloox Attention Score


Users can access a wide range of granular data to assess their campaign's attention score by device, ad size, and more. Adloox introduces the MPS to the industry: a Maximum Possible Score (MPS) for each placement type using a methodology that considers maximum values for in-view stride, engagement, and screen share based on prevalent screen resolutions and viewport sizes for both desktop and mobile. This MPS is a key tool for advertisers, allowing them to track the quality of their optimization efforts by observing if they are below both our industry benchmarks and the MPS for each specific format. The optimization goal is to surpass the benchmark and, for specific placements, progressively reach the MPS. Our industry benchmarks, which is compiled from data across all customers and impressions, ensuring a consistent and meaningful basis for comparison.

Adloox Max Possible Scores per ad placements


Good Attention Scores = High ROAS

Adloox Attention Score is designed to serve as the backbone of operations for advertisers and agencies alike. With this powerful tool, you are now able to:

📈 Enhance the ability to anticipate campaign performance on different platforms and with specific target audiences.

⚖️  Set standards for and assess the level of attention in comparison to industry benchmarks. 

👀  Measure the amount of attention captured over time. 

🚀 Evaluate the impact of creative elements and messaging through devices types, placement sizes and ad platforms comparison. 

💸 Establish cost comparisons across platforms based on attention results.

We uphold a robust and sustainable vision through our Attention Score: By amalgamating our expertise with our MRC-accredited technology, complemented by telemetry developed over several years, we've created an exceptional tool that we aim to make as transparent as possible.

Our methodology empowers advertisers to compare their scores with precise industrial benchmarks and MPS, unmatched in the industry. What we’re offering is a new currency to the market, facilitating its transition into the cookieless and privacy-first era.

“Adloox's choice is to offer the market a new currency. Fourteen years of measuring the quality of digital advertisements have shown us how simplicity, transparency, and adherence to guidelines are key when it comes to driving change. Our ambition with this unique score in the market today is for it to be recognized as a benchmark for both the buy side and the supply side, with the goal of optimizing advertising campaigns. The initial results from our closed Beta (with our clients) confirm our stance. We'll explain our ambition to make advertising the industry's ultimate KPI.” - Romain Bellion, CEO, Adloox

Learn more about our attention product here.


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