Attention metrics calculate the likelihood of attention paid to any given ad placement. The underlying intention is to allow advertisers an apples-to-apples comparison of how their media is performing across different channels in a fragmented digital ecosystem.

According to Sandee LaMotte, the average attention on screen has decreased by 69% since 2004. Content and ads compete for our focus, making attention a main currency of the digital age. There is an issue among publishers, advertisers and audiences. Audiences are interested in and focus on the content; advertisers try to pull their attention to the ads.

How to address this dilemma, then? The answer is content-relevant ads. While audiences consume the content, ads that are relevant to the content are displayed.

Content-Driven Advertising is a technology developed by AdRelevantis that displays content-relevant ads. By providing page content (IAB Categories and ranked keywords) as First Party Data (FPD), advertisers can target ads to the IAB Categories and the keywords. The matched ads are sent for bid with a higher bid price.

Content-Driven Advertising is also a change of mindset on both publishers and advertisers. Publishers can choose to send content’s IAB Categories and ranked keywords as FPD to ad exchanges if they want to display ads relevant to the content. On the other side, advertisers can choose what IAB Categories or keywords their ads are targeted to.

Content-Driven Advertising has been integrated with Prebid and Google Ad Manager. To see how the Content-Driven Advertising solution works with a publisher page, please go to Content-Driven Native Ads with Google Ad Manager – Part 2.

Any questions? Drop us a line at info@adrelevantis.com.