Buyers Can Now Target High-Attention Inventory In The Trade Desk | AdExchanger

Attention measurement provider Adelaide is now allowing pre-bid targeting based on attention metrics, enabling advertisers to focus on low-, medium-, and high-attention inventory.

The transition to pre-bid targeting could potentially disrupt the pricing of ad inventory, as attention metrics start to influence prices similarly to viewability.

David Nyurenberg indicated that advertisers testing the attention-based solution saw significant improvements, reporting a 58% boost in return on ad spend.

This new integration with The Trade Desk not only enhances targeting capabilities but strategically positions attention measurement as a primary metric over traditional viewability.

Read at AdExchanger