StreamVantage and Adelaide have unveiled a new targeting marketplace aimed at revolutionizing how advertisers approach Connected Television (CTV) advertising. This innovative platform enables the identification and purchase of high-attention advertising placements across Free Ad-Supported Streaming Television (FAST) and Advertising-Supported Video On Demand (AVOD) platforms. The marketplace supports various transaction methods, including programmatic guaranteed, private marketplace, and managed service approaches, offering flexibility and efficiency for advertisers and agencies.
At the heart of this collaboration is Adelaide's Attention Unit (AU) metric, a groundbreaking machine-learning model designed to predict the potential of media placements to capture viewer attention. The AU score leverages eye-tracking data from sources such as TVision, along with device signals and comprehensive outcome data, to provide a nuanced assessment of advertising effectiveness. This approach ensures that advertisers can maximize the impact of their campaigns by targeting placements most likely to engage viewers.
An early analysis by Adelaide in partnership with VIZIO has demonstrated the efficacy of this targeting strategy, revealing that FAST channels exceed overall CTV attention benchmarks by 20–25%. This finding underscores the significant potential of the marketplace to enhance advertising outcomes in the rapidly evolving CTV landscape.
Greg Smith, Founder and CEO of StreamVantage, highlighted the strategic importance of this initiative, stating that it offers advertisers access to high-value placements in a competitive market. Marc Guldimann, CEO of Adelaide, echoed this sentiment, emphasizing the partnership's role in making high-attention ad inventory more accessible and ensuring measurable campaign impact. For more information on Adelaide's AU metric, visit https://www.adelaide.au.
This marketplace marks a pivotal development in CTV advertising, providing brands with advanced targeting capabilities and the potential to significantly improve return on investment by reaching more engaged audiences. As the CTV advertising space continues to grow, innovations like this are critical for advertisers looking to navigate the complexities of digital advertising and achieve meaningful results.
