StreamVantage and Adelaide have unveiled a pioneering ad targeting marketplace that allows advertisers to strategically place advertisements on high-attention Connected Television (CTV) platforms. The collaboration leverages Adelaide's innovative Attention Unit (AU) metric to help marketers identify and purchase ad placements with the highest likelihood of capturing viewer engagement.
The new marketplace enables CTV advertisers to launch campaigns across FAST and AVOD platforms through various transaction methods, including programmatic guaranteed, private marketplace, and managed service approaches. Adelaide's AU metric uses machine-learning technology incorporating eye-tracking data, device signals, and outcome data to measure media placement effectiveness.
Recent analysis by Adelaide and VIZIO revealed that FAST channels outperform overall CTV attention benchmarks by 20-25%, highlighting the significant potential of this targeting approach. StreamVantage CEO Greg Smith emphasized the marketplace's value, noting that ad rates in FAST and AVOD are already competitive, making high-value placements increasingly important for advertisers.
Adelaide CEO Marc Guldimann underscored the partnership's significance in making high-attention ad inventory more accessible to media buyers. By providing a precise method to evaluate ad placement quality, the collaboration aims to help brands make more informed advertising investments and improve campaign performance.
This innovative marketplace represents a significant advancement in CTV advertising, offering a data-driven approach to targeting that could reshape how advertisers select and purchase digital video ad placements.
