Independent omnichannel ad exchange Sharethrough has announced a new partnership with attention measurement startup Adelaide to provide advertisers with attention-based curated inventory.
With the partnership, Sharethrough aims to maximize the attentive quality of its advertisements with Adelaide’s multi-channel media quality score named ‘’AU’’, which grades ads’ potential to drive attention and create impact.
Advertisers have long struggled with capturing users’ attention, which is one of the key elements for the success of their campaigns, the companies said in a press release. According to Sharethrough’s data, 76% of viewers do not actively pay attention to advertisements, and the company aims to fill this gap and strengthen its current attention-boosting tools with Adelaide’s offering, which it said will be available to all of its customers via high-AU PMPs (private marketplace).
Sharethrough CEO JF Cote said: “Over the years, Sharethrough has built research-backed products built to improve attention and comprehension while respecting the user experience. Through this partnership with Adelaide, we’ll deliver an ad experience that is overall more enjoyable for the consumer, but also helps advertisers reach their attention goals.“
Adelaide CEO Marc Guldimann commented: “We are thrilled to announce our partnership with Sharethrough to curate high-attention marketplaces. By using Adelaide’s attention data, Sharethrough is empowering publishers to monetize their content more effectively and enabling advertisers to buy higher-quality placements with greater precision. This is a significant step toward creating a more transparent and fair advertising ecosystem, where attention is the new currency.“
In June last year, Adelaide raised $7 million in a seed funding round led by Human Ventures.