Adalytics vs AudienceProject

Chrome CrUX Ad Metrics Target MFA-Style Page Quality

In an opinion column, Shirley Marschall examines two ways that premium ad inventory can degrade: contamination (bad actors entering the supply chain) and convergence (independent publishers adopting aggressive monetisation due to economic pressure). She cites Adalytics' research showing MFA inventory appearing in PMP deals, and a case from T-Mobile's Noam Gissis where a premium news site crashed browsers, raising questions about MFA red flags emerging outside MFA sites. The article highlights Google's new experimental CrUX ad metrics (Ad Count, Ad Density, Ad Weight by CPU, Ad Weight by Network) as a browser-based measurement layer for inventory quality, which could help advertisers assess user experience beyond supply path.

• Google's Chrome User Experience Report (CrUX) adds four experimental ad metrics: Ad Count, Ad Density, Ad Weight by CPU, and Ad Weight by Network.
• Adalytics research found MFA inventory in PMP deals, with ads from 16 of 17 brands in the ANA study appearing on MFA sites in January 2024.
• T-Mobile's Noam Gissis reported a news site crashing browsers, leading to questions about MFA red flags emerging independently from MFA sites.

AudienceProject, xpln.ai Launch Cross-Media Attentive Reach

AudienceProject, a European measurement specialist founded in Copenhagen in 2009, and xpln.ai (founded in France in 2022), an attention intelligence platform, have partnered to offer advertisers and agencies a new KPI: deduplicated attentive reach. This metric combines AudienceProject's deduplicated reach and frequency data with xpln.ai's attention rates, showing how many people reached actually engaged with the ad. Attention values are estimated using eye-tracking data, contextual signals, and predictive models. The solution provides insights into total attentive reach, incremental channel contribution, and cost per 1,000 attentively reached people. Initially available in nine European markets (Germany, UK, France, Italy, Spain, Sweden, Denmark, Norway, Finland), with Canada and Mexico planned.

• AudienceProject and xpln.ai partner to introduce the KPI 'Deduplicated Attentive Reach', combining reach and attention data.
• Attention values are estimated using eye-tracking data, contextual signals, and predictive models.
• The offering provides metrics like total attentive reach, incremental channel contribution, and cost per 1,000 attentively reached people.

AudienceProject introduces Elevate 3.0, appoints Nicklas Jakobsen as Solutions Director Nordics, and partners with Video Futures Collective in Australia

The AudienceProject blog features the launch of Elevate 3.0, described as clearer and more actionable campaign measurement for media owners, alongside new press releases announcing the appointment of former IPG Mediabrands executive Nicklas Jakobsen as Solutions Director Nordics and a collaboration with Video Futures Collective to bring independent cross-media audience measurement to Australia.

Introducing AudienceProject Elevate 3.0: Clearer and more actionable campaign measurement for media owners

The featured article on AudienceProject's news page has been updated to announce the launch of Elevate 3.0, a new version of their campaign measurement solution offering clearer and more actionable insights for media owners.