Following a significant novel agreement between Yahoo and Amplified Intelligence, advertisers will be able to measure attention across their programmatic advertising buys for the first time. Due to the market-first relationship, advertisers in Australia using Yahoo’s Demand-Side Platform (DSP) will now have access to the attentionPROVE measuring tool from Amplified Intelligence. As a result of the new partnership, advertisers will have access to attentionPROVE, which will allow them to assess the success of their attention targeting within programmatic purchasing.
AttentionPROVE – the attention measurement solution
Amplified Intelligence is an Australian business that leads the world in attention measurement. The attentionPROVE solution gives agencies and brands the ability to continuously improve impact, performance, and cost-effectiveness. It is based on the biggest real-human dataset in the world. The solution made up of more than 100K unique individuals and producing more than 400 million data points, uses active and passive human attention seconds, revolutionizing how they are carried out and evaluated. For advertisers using the Yahoo DSP, this new relationship is anticipated to significantly increase the efficacy of attention planning.
Why did Yahoo choose to partner with Amplified Intelligence?
Yahoo provides omnichannel services for advertisers via its well-known products. It acts as a trusted resource for hundreds of millions of people worldwide. Brands and agencies may benefit from more effective and profitable advertising campaigns. This is thanks to Amplified Intelligence, a world leader in assessing online human attention. It keeps transforming the media trade to put a strong emphasis on attention, placing it as the most important metric for determining if an advertisement is successful. A fresh phase of insight-driven programmatic buying and selling is now being ushered in by the new capability, which is already rolling out across the Yahoo DSP. The CTV supply paths would be made simpler by the Yahoo Backstage system, increasing revenue for publishers and advertisers. Additionally, it strives to lower carbon emissions by minimizing the amount of data transferred between various SSPs.
Here’s what they said
Andrew Gilbert, Director of Platforms AUSEA at Yahoo said,
Attention has rapidly become a vital component of the media planning ecosystem, and this partnership is a major milestone in advancing its use. All of the major holding groups in Australia use Amplified Intelligence’s data as part of their planning process. Adding programmatic measurement creates a significant opportunity for them to move past just high-level planning and get deeper insights into their programmatic investment across desktop, mobile, tablet, and Connected TV.
Dr Karen Nelson-Field, Founder and CEO of Amplified Intelligence added,
Attention is now widely accepted as a crucial part of any media buy and this integration is going to be a huge boost for our partners. Now brands can get real-time human attention insights from their campaigns which in turn will help them optimise for better outcomes. Yahoo’s expertise in programmatic will help Amplified Intelligence’s partners to track attention effectively, which is very exciting for us.