As Google deprecates third-party cookies on Chrome, advertisers will know less about their audiences and will be less able to use last-click attribution to track performance. As a result, they’ll need new metrics to understand whether their campaigns are generating results and, critically, how to attribute those results.
On-page attention metrics will play a key role in making up for audience signal loss. They’ll also allow advertisers to improve upon last-click attribution, which fails to account for the often multiple touchpoints that lead to a conversion.
With attention metrics, advertisers are able to compare the content quality of the media properties they invest in against conversions. And they are finding a correlation between high-quality pages, impressions generated by page, and conversions.
Here’s more on how attention scores such as Adelaide’s AU work and how advertisers can drive higher performance with Advanced Contextual.
How Adelaide measures attention with AU
Attention metrics such as Adelaide’s AU rate the media quality of ad slots. To calculate a given placement’s AU rating, Adelaide uses a machine learning algorithm to assess the surrounding design on the page and how it affects customer engagement and KPI performance.
The higher a placement’s AU score, the more likely it will drive awareness, purchase intent, and ROI. For example, a large ad slot in the center of a premium publisher’s news article that doesn’t have that many other ads will generate a higher AU rating than a tiny ad slot in the corner of a blog homepage.
In addition to helping advertisers identify prime targets, measurements like AU will be critical for screening out subpar advertisement placements like made-for-advertising (MFA) sites, which drive low-quality engagement and, accordingly, score low on attention.
Why advertisers get high attention metrics with Advanced Contextual’s engine
Advanced Contextual’s engine supports attention metrics so advertisers can assess the relationship between media quality — which contextual intelligence helps evaluate — and their KPIs. Advertisers find they secure inventory with high attention metrics with Advanced Contextual’s engine. How does Advanced Contextual’s engine deliver this high-quality, high-attention inventory? In a word: curation.
Advanced Contextual’s engine homes in on premium ad slots in high-quality advertising environments. To do this, it screens out homepages (like nytimes.com), channel fronts (like health.nytimes.com), and MFA sites because these sites often make for low-impact engagements.
By maintaining this level of curation, Advanced Contextual’s engine enables advertisers to only target granular, individual pages of content that are the most likely to drive quality customer interactions and scale their performance.
With the combination of attention metrics’ benefits and a superior, data-driven understanding of content, advertisers will be able to take on a post-cookie world and resonate with their ideal audiences in a way that’s transparent, scaleable, and performant.