Observed Signal · Oct 31, 2023 · Interview · Source: Quo Vadis News · Impact: 3/5 · Sentiment: Positive
Quo Vadis Green Shoot AdTech Interview #57
Marc Guldimann, founder and CEO of Adelaide Metrics, discusses attention metrics as a transparent, multi-channel measure of media quality. The interview argues that traditional metrics like viewability and VCR provide an incomplete picture and explains how Adelaide’s AU-based measurement ties attention signals to business outcomes. It highlights programmatic activation options (high-attention PMPs and custom bidding) that can reduce friction while enhancing quality, all in a privacy-safe context that does not rely on individual user identifiers. The piece cites Audi's results with an AU-based algorithm—60%+ higher programmatic conversions and a 53% lower cost per conversion compared with standard bidding—and notes Adelaide’s analysis across 38 case studies in 14 industries showing uplift in upper- and lower-funnel metrics. It also warns against targeting attention duration at the expense of outcomes and presents attention data as a guide for media investment decisions rather than a campaign target.
Explores attention metrics as a core measurement paradigm with industry-wide implications; includes notable uplift data and practical activation methods.
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Key Takeaways & Evidence Grounding
- Marc Guldimann, founder and CEO of Adelaide Metrics, is featured in the interview.
- Adelaide Metrics promotes attention metrics as a privacy-conscious alternative to cookie-based attribution.
- AU measurement shows 31% upper-funnel lift and 56% lower-funnel lift in outcomes across case studies.
- Audi achieved 60%+ higher programmatic conversions and 53% lower cost per conversion using an AU-based custom algorithm.
- Adelaide’s analysis includes 38 case studies across 14 industries.
Connected Companies & Entities
1 Entity mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Heineken Combines Attention and Brand Lift Metrics
Heineken is testing a new approach that combines brand lift studies with attention metrics to validate the effectiveness of its display advertising and secure more budget for non-walled-garden channels. Working with GumGum, the brewer uses "Attentive Lift" to overlay brand awareness data from On Device with attention time measurements. A test for the Birra Moretti brand showed an 8% increase in unaided awareness and a 4% increase in familiarity among consumers who viewed ads for more than 2.2 seconds. Heineken's in-house media team plans to use these benchmarks to guide media planning, optimizing for quality of exposure rather than just volume. The method is being adopted across U.K. display campaigns, including for Old Mout. Critics warn against relying solely on attention metrics, but the combination with brand lift is seen as a more balanced approach.
FreeWheel Brings Attention, Quality and Emotional Resonance Signals into CTV Buying
FreeWheel, a global technology platform for the television advertising ecosystem, introduced new third-party inventory scoring capabilities within its Premium Signals Packaging. This feature creates dynamic inventory packages based on viewer engagement with premium CTV environments. By incorporating independent quality, attention, and engagement signals, FreeWheel enables buyers to evaluate supply through factors like ad experience and live moments, while publishers gain new ways to package, differentiate, and monetize premium inventory. Launch partners include Adelaide, Magid, and Mediaprobe, which provide signals on media quality, emotional intensity, and engagement. Research cited in the announcement indicates that lower ad loads lead to higher recall, underscoring the importance of these quality signals. FreeWheel's move aims to shift programmatic CTV buying beyond scale toward a more transparent, quality-informed marketplace.
Duolingo Launches Attention Guarantees for Advertisers, Powered by Adelaide
Advertisers get a contractual commitment to minimum AU levels across Duolingo's in-app inventory, plus AU reporting alongside campaign delivery metrics.
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