Adelaide Brings Attention-Based Pre-Bid Segments to Amazon DSP, Helping Advertisers Reduce Waste and Prioritize High-Quality Inventory
The launch gives advertisers a new way to apply Adelaide’s outcome-based media quality metric AU within Amazon DSP workflows. With AU pre-bid segments, buyers can prioritize higher-quality inventory and avoid placements that don’t meet their quality requirements before they bid.
Adelaide and Amazon DSP already give advertisers impression-level visibility into attention quality after a campaign runs. AU pre-bid targeting brings that intelligence upstream, evolving AU from a post-campaign measurement report into a pre-bid decisioning tool that helps buyers optimize for media quality dynamically.
Adelaide builds AU pre-bid segments from historical placement-level AU data, grouping supply based on its likelihood of capturing attention and driving outcomes. The segments are based on cumulative, statistically significant AU observations to ensure they reflect repeatable media quality patterns, not isolated performance spikes.
Advertisers can access the segments in Amazon DSP across Display, Online Video, and Streaming TV inventory, including desktop, mobile web, and app environments.
“Advertisers shouldn’t have to wait until after a campaign runs to know whether their spend went toward high-attention media,” said Marc Guldimann, CEO and Co-founder of Adelaide. “By making AU Media Quality available within Amazon DSP, we’re giving buyers a more practical way to apply attention-based standards during activation, before spend is committed.”
The launch includes two Adelaide products within Amazon DSP:
- AU Media Quality allows advertisers to target or exclude inventory based on High, Average, and Low AU performance tiers. Buyers can use High to target inventory most likely to capture attention and drive impact, Average to balance attention quality and scale, or Low to filter out lower-attention quality supply. Segments can also be combined based on campaign goals and scale requirements.
- AU Quality Floor serves as a waste exclusion filter, allowing buyers to exclude MFA-designated sites and the bottom 10% of AU-scored placements. The segment, launching exclusively in Amazon DSP, is designed for advertisers seeking a simple, single-click quality minimum.
“Advertisers are looking for more ways to increase efficiency and reduce media waste when purchasing media,” said Chris Conetta, Director of Omnichannel Supply at Amazon DSP. “The availability in Amazon DSP for buyers to have additional control at the point of activation helps them align bidding decisions with their media quality standards.”