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Mantis Unveils Game-Changing Attention Metrics Tool for Advertisers

Mantis announced the launch of Mantis Attention, a new attention-based measurement tool powered by Adnami. The solution is designed to give advertisers and publishers deeper insight into audience engagement beyond traditional viewability, providing metrics such as placement, share of page, time in view, and overall engagement. It supports publishers in identifying the best inventory spots for brand campaigns and widgets, while enabling advertisers to assess campaign effectiveness and adjust placements based on key KPIs. The product emphasizes prioritizing placements with high Attention Per Mille (APM) and Effective Attention per Mille (eAPM) to maximise media efficiency, brand impact, and ROI by reducing spend on low-attention placements. Executives Terry Hornsby (EVP, Mantis) and Alex Barstow (Commercial Director UK, Adnami) describe attention as the new currency and highlight the integration of Adnami’s sonar technology to bridge the gap between viewability and genuine engagement.

Why Marijuana Marketing Needs Some Data-Driven Dankness

The article discusses how cannabis marketing is increasingly data-driven but hampered by a patchwork of state regulations and platform restrictions. Jayne Pimentel, Reddit’s ad ops chief and founder of the CanX app, describes a data-powered approach that connects cannabis growers, product producers, dispensaries and consumers using anonymous registration data to tailor outreach. Regulators across states impose strict rules, with some states banning cannabis advertising entirely and others requiring age-verification like a 70% older-than-21 audience threshold. Colorado allows ads in traditional media if age proof is provided, but verifying audience age remains challenging. Major platforms—Facebook, Instagram, Google AdWords, Bing, LinkedIn—restrict cannabis ads altogether or limit them; publishers may reject cannabis banners. The piece also highlights that the cannabis market has grown since legalization in several states, with ArcView Group citing US industry sales around $2.7B by 2014 and GreenWave forecasting potential $35B/year by 2020 if nationwide legalization occurs.