Observed Signal · Mar 26, 2024 · Webinar · Source: Quo Vadis News · Impact: 2/5 · Sentiment: Neutral
April 2 Webinar: Attention Metrics & MFA Pricing
Quo Vadis News promotes an April 2 use-case webinar on AdTech economics, focusing on attention metrics as a new pricing currency for media. The event features Marc Guldimann, described as an expert on the attention economy, moderating a session titled 'Publisher Economics Are In Flux' with Paul Bannister of Raptive and Sheila Spence of Spotify. The discussion addresses MFA (made-for-advertising) sites that generate low-value attention and explores how integrating attention data with DSP bidding could disrupt MFA arbitrage by aligning bids with true media value. The piece covers concepts such as privileged assets (data and performance metrics held by DSPs), attention-based bid pricing, and examples like eCPM bid values under varying click and conversion rates. It also invites registration for the webinar and notes the broader shift toward valuing media by attention and quality rather than superficial metrics.
Covers attention-based pricing and MFA risk, indicating a notable industry shift
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Key Takeaways & Evidence Grounding
- Use Case Webinar with Adelaide Metrics scheduled for April 2 at 11 AM ET.
- Panel includes Marc Guldimann as moderator, Paul Bannister (Chief Strategy Officer, Raptive), and Sheila Spence (VP of Corporate Development, Spotify).
- Discussion centers on MFA sites and the potential of attention-based bid pricing to disrupt MFA arbitrage.
- Illustrative example: a 1% click probability with a $1 bid can yield a $10 eCPM bid value; higher/lower conversion rates adjust the bid value accordingly.
- Registration prompts and emphasis on learning about attention data's role in media pricing are included.
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4 Entities mappedOntology Mapping & Concepts
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