Mobsta has partnered with Adelaide to further enhance its multi-channel offering, bringing advanced attention measurement capabilities to clients looking to better understand media quality and campaign effectiveness.
As attention becomes an increasingly important signal in digital advertising, brands and agencies are looking beyond traditional metrics to understand how their campaigns are truly experienced. Through this partnership, Mobsta clients gain access to Adelaide’s attention measurement technology, enabling a more complete view of campaign impact across channels.
The partnership is designed to support clients in making more informed decisions, from evaluating the quality of media investments to shaping future campaign strategy. By combining attention insights with existing performance metrics, advertisers can better balance efficiency and effectiveness across multi-channel campaigns.
Integrated into Mobsta’s multi-channel activations, Adelaide’s AU provides a consistent and independent way to assess media quality. AU is an omnichannel metric that predicts a placement’s likelihood to drive attention and impact, combining signals such as eye-tracking data, placement and device attributes, and full-funnel outcomes. Adelaide uses eye-tracking data collected in a privacy-friendly manner through fully opted-in panels and research, either licensed from third-parties or conducted in-house. When paired with Mobsta’s high-fidelity location and behavioural intelligence, this allows for a deeper understanding of how audiences engage with media in real-world contexts.
Mario Castrogiovanni - Business Director, Partnerships at Mobsta, commented:
“Attention is quickly becoming a defining metric for media quality. Our partnership with Adelaide allows us to give clients a clearer understanding of how campaigns are experienced, especially across multi-channel environments.”
As part of its broader approach to innovation, Mobsta continues to invest in solutions that help clients navigate an increasingly complex media landscape, ensuring campaigns are delivered in the moments that matter most.
More information
Reach out to Mario for more information on measurement at Mario.Castrogiovanni@mobsta.com