How Kargo Leverages Attention Marketing with Adelaide
Attention is the newest metric to hit the ad industry, but is it actually effective?
Kargo ran its first digital campaign guaranteeing media quality with attention and the results were impressive. Check out the case study to learn how one B2B tech company used attention to maximize its media spend.
Unlock Attention-Based Media Quality and Transparency Metrics
Viewability is an accredited industry standard, but as a binary metric, it does not consider proven quality signals like clutter and page geometry, making it a poor proxy for media quality.
Attention helps advertisers understand the value of their media investment and uncover optimization opportunities to drive more efficient and impactful results. Attention measurement eases the stress of correlating success across an omnichannel campaign with varied benchmarks and KPIs, thus creating a comprehensive measurement framework for marketers.
Kargo is the First SSP to Measure Inventory with Adelaide AU
Adelaide AU evaluates hundreds of contextual and environmental indicators of quality — like coverage, ad clutter, in-view duration, and position — providing advertisers insight into Kargo's highest-performing placements, formats, and domains.
As the first supply platform to measure inventory with Adelaide AU, Kargo is leading the industry in attention media. With preferred ad placement and mobile-best units that outperform the industry in attention, the partnership gives advertisers another layer of control to maximize the quality of their media buys.
This partnership provides our customers with a new level of insight into the media they buy, which drives better advertiser outcomes. Beyond improving media performance, our partnership moves the industry one step closer to establishing a vital component of any healthy market: a shared understanding of quality and value among media buyers and sellers.