Adelaide and ADYOULIKE Partner to Launch High-Attention Auction Packages
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New York, NY; May 8, 2023 – Global advertising platform ADYOULIKE has partnered with Adelaide, the leader in attention-based media quality measurement, to launch Auction Packages powered by Adelaide AU (Attention Unit) data. As one of the first sell-side partners to curate inventory deals using Adelaide’s AU, ADYOULIKE offers publishers a more effective way to monetize content, better ad experiences for consumers, and better advertising outcomes for brands.
ADYOULIKE is a division of OpenWeb, the premium community engagement platform serving more than 3,000 publishers and leading the way in enabling a healthier web.
Adelaide’s omnichannel media quality metric, AU, assesses a media placement’s probability of capturing a person's attention and driving impact using a machine learning algorithm trained to proxy outcomes. By analyzing a broad range of media quality signals, eye-tracking data, and full-funnel outcome data, AU reflects a precise quality score for each placement. With this partnership, ADYOULIKE will leverage Adelaide’s AU to guide its inventory curation process, aggregating the highest quality placements into Deal IDs.
Working with leading brands, Adelaide has proven that AU-optimized media delivers better outcomes than metrics like viewability. This past year, Adelaide conducted an analysis of nearly 40 case studies demonstrating how AU has helped advertisers achieve an average of 31% upper-funnel and 56% lower-funnel lift compared to traditional metrics. AU provides publishers with a comprehensive understanding of media quality across their inventory, enabling them to optimize offerings with a focus on advertisers’ business goals.
These high-attention ADYOULIKE Auction Packages are designed to help advertisers improve the efficiency of their programmatic media, allowing for targeted inventory selection based on attentive media quality, vertical, audience, and consumer demographics.
“We're excited to integrate Adelaide's AU data into our platform,” said Francis Turner, Chief Advertising Officer at OpenWeb. “With more granular targeting and high-quality inventory, shifting measurement to attention has the potential to strengthen the value exchange between publishers and advertisers. Getting that alignment right is essential to the future viability of the open internet and the emerging community economy.”
“Our partnership with ADYOULIKE will help advertisers and publishers realize the full potential of attention-based media buying,” said Marc Guldimann, CEO of Adelaide. “By combining ADYOULIKE's platform with our attention data, we can help publishers maximize the value of their inventory and better serve advertisers' needs. We look forward to working closely with ADYOULIKE to build a more transparent and effective digital advertising ecosystem for everyone involved.”
About ADYOULIKE:
ADYOULIKE is an omnichannel digital advertising marketplace bringing together top-tier media, unique formats, and inspiring ads, working with more than 4,000 publishers and 20,000 active advertisers. With locations in Paris, London, and New York and a team of over 70 people, ADYOULIKE has been reinventing advertising and empowering the open internet ecosystem since 2011.
About OpenWeb:
OpenWeb's mission is to improve online conversation. As a product company, OpenWeb partners with publishers and brands to build strong, direct relationships with their audiences. OpenWeb's technology empowers its partners to build vibrant communities rooted in healthy conversations and robust social experiences. OpenWeb works with more than 1,000 top-tier publishers, hosting more than 100 million active users each month.
Founded in 2012, OpenWeb has over 295 employees in New York City, Tel Aviv, Kiev, San Diego, Canada, London and Paris and is backed by world-class investors including Insight Partners, Georgian, Entrée Capital, The New York Times, Samsung Next, Dentsu, and ScaleUp. To date, the company has raised $223 million in funding and is currently valued at over $1 billion. To learn more about OpenWeb's platform visit OpenWeb.com, or follow @OpenWebHQ on LinkedIn and Twitter.
About Adelaide:
Adelaide is the leader in the rapidly growing field of attention-based media quality measurement. Adelaide’s metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates thousands of signals to predict attention and drive more efficient outcomes. Since 2019, Adelaide has enabled the world’s top brands to understand media quality across their entire media spend and uncover valuable optimization opportunities to reduce waste and drive better results. Named after the global epicenter of evidence-based marketing in southern Australia, Adelaide is headquartered in New York City. For more information, visit adelaidemetrics.com.
