MERCADEO Versión en español
Equativ partners with Adelaide to bring care metrics into campaign measurement and optimization suite
Claudia Smolansky| 2 de agosto de 2023
Romain Job Equativ
Equativ, a leading independent programmatic advertising platform, today announced its partnership with Adelaide , a leader in attention-based media quality measurement, to incorporate attention measurement and optimization tools into its suite of ad technology solutions for end-to-end campaign management. By deploying Adelaide’s attention measurement solution across all campaigns, Equativ clients can now gain deeper insights into the quality of targeted media down to the domain level, as well as drive positive advertising results. Measurement is done through the Adelaide AU omnichannel metric which, unlike viewability and other standard metrics, correlates to full funnel KPIs . A meta-analysis of 38 case studies published by Adelaide last year revealed the impressive impact of investing in AU, demonstrating an average improvement of 31% in the upper -funnel lift and 56% in the lower -funnel lift . The AU is calculated through the machine learning model commonly used with data from the results of the campaigns. In addition, the outcomes of the full-funnel , or funnel, consider data on the probability of attention and impact of an advertisement, including media characteristics such as ad size, saturation, page geometry, passive ingestion of reports and study of eye-tracking in the laboratory. Accurate measurement of media quality and value, facilitated by the partnership between Equativ and Adelaide, and benefits all parties in the digital advertising supply chain: through AU usage and cost per AU , advertisers can further optimize campaigns to maximize performance and reduce ad waste; publishers can create fair pricing models, justifying higher CPMs for high-attention inventory, and users can enjoy ad experiences that favor quality over quantity. AU measurement is fully compliant with cookieless environments and privacy regulations, as it is derived from non-identifiable behavioral signals and data extrapolated from consented eye-tracking studies. In the future, Equativ intends to expand this partnership to include care-based pre-offer segmentation. A second step in the company’s attention journey, which would offer buyers an easy and effective way to target high attention placements, driving upper and lower funnel results through curated deals between publishers . “Attention is here to stay, especially with the disappearance of third-party cookies ,” says Romain Job, Equativ’s Chief Strategy Officer . “That’s why we’ve made a thoughtful decision to enter the care market through our first partnership with Adelaide, offering agencies and advertisers diversified solutions to measure the true effectiveness of their digital ad campaigns on our platform. We are convinced that this will better assess the quality of the publishers we work with. With the number of care providers on the rise—not to mention the various measurement methodologies—it will be crucial for the industry to drive support for standardization of care as a currency. At Equativ we are committed to this and have joined the IAB working group to highlight the challenge and encourage greater adoption and consistency of care measurement”, he mentions. For his part, Marc Guldimann, CEO and Co-Founder of Adelaide, said: “Partnering with Equativ is a significant step forward in our quest to deliver meaningful and accurate metrics to the advertising ecosystem. This partnership represents an opportunity for Adelaide to broaden the application of care metrics and shape the future of measurement in a post-cookie world .”
