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Disqo selected to improve Adelaide’s attention measurement

Adelaide continues to innovate in attention measurement with the integration of DISQO’s brand impact measurement and results into its AU metric, enabling more effective advertising results

Customer experience (CX) platform DISQO today announced that its advertising measurement products, Brand Lift and Outcomes Lift, have been selected by Adelaide to improve its media quality measurement capabilities and help advertisers achieve better results. DISQO’s lift measurement will improve Adelaide AU omnichannel attention measurement, which enables brands to go beyond visibility with increased transparency in media quality.

With this integration, Adelaide will achieve two benefits. First, information from DISQO will enable advertisers to understand and demonstrate the full impact of high-quality, attentive media, from brand awareness to intermediate digital behaviors, like search, and ultimately to sales. Second, Adelaide will use DISQO’s platform to train its machine learning models that generate AU ratings. AU predicts a placement’s likelihood of attracting attention and its subsequent impact on advertisers’ KPIs. With the addition of DISQO’s comprehensive bottom line impact measurement, Adelaide The AU algorithm can provide even more accurate measurements of media quality.

“Adoption of attention metrics is skyrocketing as brands look for new ways to plan and optimize their campaigns,” said Marc Guldimanco-founder and CEO of Adelaide. “With DISQO-scale behavioral insights integrated into our AU model, our clients will be better able to understand media quality and value and drive more effective results.”

With the largest public fully licensed owner of United States, DISQO’s CX Platform allows marketers to measure total impact – Brand Lift and Outcomes Lift – across all media platforms including TV, Live TV, Mobile, Social and digital. This includes the ability to see into siled social and e-commerce platforms for an independent view of campaign performance, even on mobile. With Outcomes Lift, brands can understand the impacts of advertising on behaviors such as search (brand, category, competitors), site visit (brand, competitors, review sites), and e-commerce behaviors.

“DISQO and Adelaide are like-minded companies that fuel brand growth through transparency and evidence-based measurement of advertising effectiveness,” said Stephen Jepson, EVP Sales, Advertising Effectiveness, DISQO. “At DISQO, we believe that every brand should have the ability to question, test and measure every decision, and our work with Adelaide will help brands and publishers understand media quality and advertising effectiveness in new ways. »

Adelaide and DISQO will explore the relationship between attention and consumer behavior, including how brands leverage this information to optimize advertising performance, at the Association of National Advertisers’ Attention Metrics virtual conference. DISQO Stephen Jepson and Adelaide benjamin lowe will lead the session, “How Attention Affects Behavioral Outcomes, Including Search” on Wednesday, June 29 at 11:10 a.m. EDTjoining an impressive lineup of industry leaders including LinkedIn, Mars, ARF, Unilever, Teads and TVision Insights.

To learn more about DISQO’s ad measurement solutions, click here. To learn more about Adelaide AU measurement, see here.

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