Adelaide, in collaboration with Microsoft Advertising, is announcing curated marketplaces of high-attention, low-emissions inventory. The new PMPs leverage data from Scope3, an industry leader in supply chain carbon emissions data, and Adelaide, the global leader in attention-based media quality ratings.
Paired with the scale of Microsoft Advertising’s premium omnichannel marketplace, advertisers can easily purchase high-attention media that drive better environmental outcomes across digital display and online video (OLV).
Adelaide’s proprietary attention unit (AU) is an omnichannel media quality metric that predicts a placement’s probability of driving attention and subsequent impact. AU is generated by a machine learning algorithm trained to proxy full-funnel business outcomes from awareness to sales.
High-attention low-emissions PMPs combine Scope3 emissions data and Adelaide attention data to identify high-quality inventory that offers the greatest probability of attention and below-average carbon emissions. Using Scope3 data, Adelaide has demonstrated that high-AU media delivers 14–37% fewer ad selection emissions and double-digit performance increases for several advertisers, including a leading travel brand and an e-commerce giant. High-attention low-emissions PMPs make it even easier for advertisers to secure high-impact programmatic media and avoid low-performing placements that waste energy.
Advertisers can access high-attention, low-emission marketplaces directly within Microsoft Advertising’s curation platform, curate, and layer on additional audience or contextual configurations to achieve maximum impact. High-attention, low-emissions inventory can be distributed to a media buyer’s DSP of choice, and will soon be surfaced in both curated catalogs on Microsoft Advertising’s Invest DSP and Google Display and Video 360’s inventory marketplace.
Kaspar Raigla, Microsoft Advertising, director of global media sales: “Adelaide has established a unique position in the measurement ecosystem, offering a trusted attention metric that charts a path forward for an increasingly fragmented and unidentifiable internet. We’re excited to work closely with Adelaide to build on our earlier work by bringing emissions data to bear on programmatic channels. Together we will drive better outcomes for buyers and sellers.”
Marc Guldimann, Adelaide, founder & CEO: “We are thrilled that Microsoft Advertising continues to innovate using AU, our market-leading attention metric. This new solution marks an important step toward a more sustainable future in digital advertising by helping brands dramatically reduce emissions from digital media and improve business outcomes simultaneously.”