Attention-Based Ad Buying Gains Ground

Finally, attention-based ad buying.  Yahoo is using Adelaide’s attention predictions to sell high-attention prebid segments. Outbrain is also using Adelaide data to power its Onyx platform for brand building campaigns.    Ad exposure expert Double Verify is partnering with TVision, which uses an in-home sensor to watch (consenting) people watch TV, to add attention to its campaign analytics.  TVision also has deals with Cadent, Lumen, and the ever-present Adelaide.

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Vendors Expand Carbon-Neutral Ad Buying Options

June 16, 2023

Next, three items about carbon-neutral advertising.  Purpose-led ad platform Good-Loop has launched a tool that lets advertisers screen out impressions about a CO2 per impression threshold.   Ad exchange Sharethrough is removing high-carbon “made for advertising” sites   by default and offering low-emission private marketplaces. And Scope3 has signed up Microsoft Advertising, Amobee, MediaMath, Basis, and Undertone to offer inventory segments that exclude high-emissions inventory.

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Salesforce Buys for Automated Customer Service

September 22, 2023

Salesforce is buying, which builds low-code, AI-powered e-commerce customer service agents.  You might have thought Salesforce could already do that, but presumably Airkit does it better.  It doesn’t hurt that the company founders sold a previous business to Salesforce, the company was partly funded by Salesforce Ventures, and the product is already listed on AppExchange.  Price was not announced.

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