Comscore, Adelaide, and PubMatic collaborate to integrate attention metrics with Comscore-Certified Deal IDs for enhanced ad placements.
The partnership aims to provide media buyers with higher-quality, attention-optimized ad placements, especially in the CTV market.
This initiative reflects a broader industry shift towards using attention metrics to measure actual audience engagement beyond simple impressions.
Comscore, Adelaide, and PubMatic are joining forces, integrating Adelaide’s attention metrics with Comscore-Certified Deal IDs across PubMatic’s premium inventory in a new collaboration. The initiative gives media buyers access to higher-quality, attention-optimized ad placements, especially in the CTV market.
Attention to detail: At its heart, this partnership fuses Comscore’s content measurement—via its “first-of-its-kind” Comscore-Certified Deal IDs—with Adelaide’s AU (Attention Unit) metric for programmatic targeting. This creates a dual-check system: Comscore validates inventory quality while Adelaide assesses its likelihood to actually capture viewer attention, moving beyond simple viewability.
Beyond the buzz: This partnership lands as advertisers look well beyond simple impression counts, reflecting a broader push for more substantial proof of actual audience engagement. With old-school tracking methods facing new obstacles, attention metrics are becoming a go-to for understanding if ad spend truly makes an impact.
Playing the field: This isn’t Comscore’s first move to enhance deal IDs with extra validation; ppc.land notes the company announced a similar tie-up with Magnite just last month. This pattern suggests Comscore is working to establish its measurement data as a common standard throughout the programmatic advertising ecosystem.
The upshot: As the ad world scrambles for reliable inventory and real proof of campaign results, especially in the booming CTV arena, such layered validation tools are becoming essential. Meanwhile, PubMatic’s Q1 2025 saw its CTV revenues jump over 50%, signaling strong growth in a key area for this new partnership. On a broader scale, a Comscore report highlighted that 72% of marketers plan to boost programmatic spending this year. And speaking of attention, an earlier Adelaide report identified YouTube as a top performer for its AU scores.
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