During elections, we see not only a surge in attention but a surge in performance. That gives us the confidence to put in place a guarantee against that experience.
The guarantee is not meant to assuage advertisers' potential brand safety concerns. Instead, it is designed to appeal to marketers who understand the value of advertising against news content.
To measure performance, the publisher is working with Adelaide to assign every campaign an attention unit (AU) score, based on factors including the placement of the media.
When comparing data for September through December 2020 to the same months the following year, the publisher found a 60% bump to its Economy section during the election months.
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