Next-Gen Attention Metrics for B2B Marketers

Fragmentation has made media quality harder to judge. In Adelaide’s survey of 200 senior U.S. B2B marketers, 58% named ineffective media metrics a top advertising challenge, with media quality transparency close behind. B2B marketers have less room for wasted impressions. With smaller audiences, every impression carries more weight.

Attention metrics provide a clearer quality signal. Adelaide AU measures media quality independent of audience and creative, helping B2B marketers plan, optimize, and buy more effectively while maintaining the targeting precision their campaigns depend on.

Inside the Guide:

• Why viewability and VCR fall short in a fragmented media landscape
• How AU turns placement-level signals into a consistent media quality score
• How to use attention metrics across planning, optimization, and buying
• B2B case studies showing 12x lower cost per conversion and 44% higher ROAS