Viant and Adelaide Launch Industry-First Solution Allowing Brands to Harness the Value of Attention Metrics Programatically


Viant Technology Inc. and Adelaide have launched a first-to-market solution that enables advertisers to automate the application of Adelaide’s attention-based media quality metric through programmatic advertising.

The integration between Viant, a leading people-based advertising software company, and Adelaide, the leader in attention-based media quality measurement, equips the global media market with the first-ever attention-based pre-bid segments.

“There are billions of advertising impressions available each and every day, so our focus is on evaluating quality and opportunity to impact our clients’ business results,” said Ed McElvain, EVP, Mediahub. “It’s evident this combination of Viant’s world-class advertising software with Adelaide’s AU will help Mediahub predict better outcomes and create more efficient and impactful campaigns straight out of the gate.”

Using Adelaide’s AU, an omnichannel media quality metric that predicts a placement’s ability to capture attention and drive subsequent outcomes, AU prebid segments are now available for activation directly within Viant’s programmatic software, Adelphic. Each segment identifies a set of supply with a different likelihood of attention and impact.

“Viant’s commitment to transparency throughout the media buying process makes our integration with Adelaide a natural fit,” said Tom Wolfe, SVP Business Development, Viant. “Adelaide’s AU pre-bid segments give our customers a layer of media quality transparency and control previously lacking in programmatic due to the limitations of these metrics. We’re thrilled to help our customers invest in the media most likely to drive the bottom-line KPIs they care about.”

“Researchers and attention measurement providers have consistently proven the connection between attention and full-funnel outcomes, but to effectively scale, attention metrics must also be easy to operationalize,” said Marc Guldimann, CEO of Adelaide. “Our integration with Viant is a pivotal step in that direction. We are thrilled to offer advertisers a practical way to leverage AU to secure higher-quality media dynamically and look forward to continuing to expand our partnership with Viant.”

Activating AU pre-bid segments allows brands to automatically secure the highest quality media available within their budgets, ensuring their programmatic media investment is efficient and effective. Activate Adelaide attention-based pre-bid segments today only available in Adelphic software.



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Barb Rogers

Barb has worked within the digital advertising and marketing space for over 20 years. Over the years, she found it difficult to find information on the simplest of subjects tied to the digital marketing space, so she decided to embark on a journey to create a space that others may appreciate.

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