11 sept. 2023
We’re excited to announce the launch of Adloox Attention Score, a fully integrated, highly scalable attention measurement metric for marketers. Powered by existing and new powerful Adloox telemetry features, it’s optimized for precision analytic of attention level for display and video ads, on desktop, mobile and in app.
After months of hard work and research, our Attention feature is now available in beta for all our customers, and will be available to all new customers on November 1st. With this update, Adloox now offers a key feature that is widely requested by marketers at a time of great change in the online advertising landscape.
The industry is facing many challenges that requires new ways of measuring advertising effectiveness:
Cookieless: attention measurement enables advertisers to gauge the effectiveness of their ad campaigns and understand how users engage with their content, helping them make informed decisions and optimize their strategies without relying on traditional tracking methods.
Weakened viewability KPI: viewability informs advertisers that their ads appeared within a consumer's line of sight, but it offers limited insights beyond that. On the other hand, attention metrics reveal the level of consumer engagement, their interactions with the ad, and more.
That’s why we’ve created Adloox Attention Score, leveraging our extensive 14-year history of research and development in advertising measurement, along with the numerous telemetry parameters already integrated into our technological suite.
Our approach to attention
Just as we meticulously assess fraud/traffic quality, viewability, and brand safety, we adhere to the principle of measuring the reality of each advertising impression directly. In a landscape where the industry lacks a shared attention definition, we are pushing for a new dimension in advertising attention measurement.
We're unwavering in our stance to maintain the integrity of our methods, avoiding the blending of approaches as distinct as direct measurement and panel-based studies. While the industry grapples with two primary methods, according to the IAB, our approach stands apart as the deterministic one, leveraging proxies derived from engagement and industrial criteria. Our groundbreaking methodology, known as the Adloox Attention Score, harnesses metrics such as active time-in-view, interaction, scrolling speed, and more, to provide you with the most comprehensive understanding of advertising attention.
Thanks to our Customer Beta program, we will enhance the development of our attention functionality. This process is time-intensive, as it necessitates comprehensive testing across all devices, operating systems, and broadcast protocols, along with full transparency in methodology for all impressions that are measured or can be measured. Stay tuned as we continue to push the boundaries of what's possible in advertising attention measurement. We continue to always go further in precision and insights, setting a new standard for the industry, with a single attention score bringing together viewability, traffic metrics, fraud firewall and brand safety, thus simplifying the lives of our customers.
Learn more about Adloox Attention Score on the dedicated page.
Here's what's planned next:
We are aiming to launch prebid segments in the first quarter of 2024, enabling advertisers to bid exclusively on placements that meet high attention criteria, building upon insights from our ongoing score deployment analysis.
Adloox holds accreditation from the Media Rating Council (MRC) for valid traffic and visibility measurement and is also certified for brand safety by TAG/Jicweb. It's therefore a natural progression for us to include our attention score in our upcoming MRC audit, scheduled for early 2024.
In the not-so-distant future, we envision gaining access to sufficiently granular data from social networks, enabling us to model a score consistent with the one we offer on the open web. While this aspiration drives us forward, we must acknowledge the current limitations that prevent us from fully realizing this goal.
Our journey wouldn't have been possible without the incredible feedback from our cherished customers. We are committed to ongoing investment and development of our technology stack, advancing our goal of creating a comprehensive measurement suite that addresses the needs of every digital marketer.