Uber Launches A Platform-Specific Attention Metric With Adelaide And Kantar | AdExchanger

"For big ad platforms that command their own media environments, standard web measurement benchmarks can seem like an awkwardly low bar. A viewable ad, by the IAB's accepted definition, is one in which 50% of the creative pixels are in view on the page for one continuous second. Enticing, no? Jokes aside, this dynamic is partly the inspiration for Custom AU for Uber Advertising, a platform metric for attention measurement that the company announced on Thursday."

"The new attention metric helps Uber stand out among typical measurements, Edwin Wong, Uber Advertising's head of global measurement science, told AdExchanger. "It becomes a great way to look at ad quality past just viewability, because advertisers aren't just looking at whether or not the consumers give their attention to the ad, but whether or not it's actually moving brand scores.""

"How Custom AU for Uber Advertising started Uber's first taste of attention metrics actually came with Lumen Research, another attention measurement company, Wong said. It was clear after the first attention-measurement-based campaigns that Uber outperformed what mobile web and video advertisers saw elsewhere. "We're constantly trying to look at the formats and at the context that we drive for the consumer, to say: 'What are different ways that we can actually look at measurement to make it communicate the value to an advertiser?'""

Uber Advertising launched Custom AU, an attention metric that combines Adelaide's AU attention measurement with Kantar brand lift surveys to link attention signals to brand impact. The metric aims to assess ad quality beyond the IAB viewability standard of 50% pixels for one second. Early use with Lumen Research showed Uber inventory outperforming typical mobile web and video placements on attention. Custom AU targets high-attention contexts such as in-journey video, in-car screens, and post-checkout pages. Attention measurement inputs include eye-tracking and page clutter factors. The metric is designed to better communicate campaign value to advertisers.

Read at AdExchanger