Growth of Adnami’s Sonar Underscores Industry’s Focus on Attention-Driven Advertising

by ExchangeWire PressBox on 3rd Jun 2025 in News

Adnami’s attention-first measurement tool, Sonar, has seen adoption more than double in just the first four months of 2025, underscoring the industry’s growing commitment to attention as the new baseline for advertising performance. Sonar’s rapid growth reflects a market hungry for better tools, better metrics, and better outcomes.

“With Sonar, we’re not just improving results; we’re shaping the future of attention measurement,” says Simon Kvist, CEO of Adnami. “As the industry shifts from outdated viewability metrics to attention as the new currency, Sonar offers a smarter way to optimise campaign performance, improve inventory management, and ultimately deliver better outcomes for advertisers and publishers alike.”

This growth comes at a time when attention metrics are no longer an experimental layer; they’re becoming foundational to modern advertising strategies. Sonar’s success highlights how advertisers and publishers increasingly view attention as a key performance benchmark driven by real data, scalable solutions, and proven outcomes.

Adnami’s commitment to attention is at the heart of Sonar’s success. Just this week, Adnami expanded Sonar’s capabilities with the beta release of the Attention Report - designed to take attention from just being a metric to something that generates real value and actionable insights. This latest development gives advertisers and publishers an even more powerful way to understand what’s working - and what’s not - at a glance, with data that helps optimise delivery, creative, and overall outcomes.

“Every single day, on every single campaign we run, we see eye-opening differences in terms of attention across media, devices, formats, and creatives,” adds Kvist. “We know how big the opportunity is. With Sonar, we’ve created a predictive solution to accurately measure attention outcomes and provide advertisers with actionable insights to optimise their campaigns. We’re proud to be at the forefront of transforming attention from a measurement challenge to a strategic advantage.”

As advertisers refine their approaches to attention-driven strategies and as publishers evolve their offerings to support them, Adnami continues to empower its partners to capture real value and drive stronger outcomes.

For more information about Adnami’s attention measurement solution check out Sonar.