{"id":21016,"date":"2024-04-04T17:42:59","date_gmt":"2024-04-04T17:42:59","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21016"},"modified":"2024-04-04T17:43:00","modified_gmt":"2024-04-04T17:43:00","slug":"for-the-new-york-times-attention-metrics-find-new-applications","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21016","title":{"rendered":"For the New York Times, attention metrics find new applications"},"content":{"rendered":"<p><\/p>\n<div>\n<div class=\"style__InlineSubscribeWrapper-sc-b4979adf-1 fPIWfF\">\n<div class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-2252f3c6-12 fxopsA inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bGZYqp inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">The New York Times is partnering with Adelaide, a company that uses signals like eye-tracking data to gauge whether readers are paying attention to ads.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">The paper of record, the first client to sign up for the attention metrics company\u2019s new publisher-focused platform, Adelaide for Publishers, will work with the company to eventually benchmark inventory using so-called attention metrics, an emerging alternative metric that goes beyond the industry standards of viewability and impressions.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">The Times started using its own proprietary attention metric last year, but this marks the first time that it is \u201cadopting an external attention metric,\u201d Gabriel Dorosz, executive director of audience strategy and insights at the New York Times, told Marketing Brew. The goal is to eventually tie attention metrics to advertisers\u2019 campaign performance, be it programmatic advertising or directly sold inventory, he said. \u201cWhat we want is a campaign-level offering, which we hope to launch over the summer.\u201d<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\"><strong>Who\u2019s watching? <\/strong>Founded in 2019, Adelaide uses signals like eye-tracking data and web-page layouts to gauge the quality of ad placements. It\u2019s worked with Coca-Cola, Microsoft, and Mars, and is integrated with the programmatic platforms offered by Amazon, Google, and The Trade Desk, according to the company.<\/p>\n<p class=\"dist__StyledText-sc-2252f3c6-12 bEespx\">\u201cWe don\u2019t think existing standards tell the whole story, right? We don\u2019t think viewability tells the whole story,\u201d Dorosz said. \u201cWe\u2019re a premium publisher\u2026and we\u2019d like to drive that conversation forward in the industry.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2024\/04\/04\/adelaide-new-york-times-attention-ad-metrics?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Get marketing news you&#8217;ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. The New York Times is partnering with Adelaide, a company that uses signals like eye-tracking data to gauge whether readers [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21017,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21016","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>For the New York Times, attention metrics find new applications | Brandiary<\/title>\n<meta name=\"description\" content=\"Get marketing news you&#039;ll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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