+10%
Increase in average conversion rate
From 08/01/24 - 25/01/24
+14%
Increase in average attention rate
-47.3%
Additional decrease in IVT rate
Since November 2023, Adloox has been rolling out its unique Attention Score. This new indicator serves as a currency for advertisers and agencies, optimizing Open Auction campaigns effectively. It offers a unique score from 1 to 100, incorporating viewability, human interaction, and invalid traffic detection. Adloox's score exclusively measures attention potential of each URL and placement, solely on human and brand-safe traffic, indicating if ads are fully viewed and for how long, analyzing their size ratio, and detecting user interactions. Since Q4 2023, it has been used to build exclusive pre-bid segments, aiming to target environments with high attention potential exclusively.
"In the initial pre-launch exploratory analyses, we sensed that the attention threshold would not be the most discriminating factor, but what would follow behind it: granularity. Adloox assists us, with the score, in identifying performance niches."
Edwyn Gielen, VP Digital Media & AdTech
Objectives
Numberly's approach and objective involved understanding this new performance indicator to ascertain its relevance and learn how to use it effectively. The aim was to determine the incremental impact of adding Adloox's attention pre-bid segment on media performance through a progressive and structured process. This process includes an exploratory phase for discovering and familiarization with the new indicator, defining and implementing the testing protocol, and conducting post-test analysis to draw conclusions.
About the campaign
DSP: Microsoft Xandr
Industry: Retail
Duration: 3 weeks
About Adloox's segments
Adloox pre-bid attention segments on Xandr are built this way:
→ Four segments, by device and URLs: Two segments for desktop and mobile web, comprising the top 20% and top 40% of URLs with the highest attention scores. Note that Adloox also provides 2 segments for in-app activity.
→ For URL segments: The top 20% includes over 28,324 URLs for mobile web and over 25,497 for desktop. Updates occur daily.
→ IP targeting focuses on unique geotargeting: Selected URLs display the highest attention scores and receive traffic from the country selected by Numberly.
Each URL is individually assessed based on its attention potential :
Each URL is individually scored, then by device.
We can exclude a homepage that may be targeted by bot crawlers to prioritize an article page, section page, product page, etc.
The segment is an aggregation developed from our entire client dataset.
Strategy
Numberly implemented the following A/B Test protocol: On the same initial target population, the team conducted a test with the application of the Adloox pre-bid attention segment, and another one without the attention segment, only using the "classic Adloox" fraud protection segment. In both cases with identical strategies (targeting, bidding, message, etc.) and performance objectives (visit KPIs).
Key findings
✅ Enhanced Performance: +10% conversion rate boost.
✅ Increased Overall Attention: 14% attention uplift.
✅ Improved Mobile Results: 21% attention score rise on mobile web.
✅ Maintained Reach: Top 40% segment remained untouched.
✅ Traffic Quality Enhancement: Reduced IVT by -37% on Mobile Web and -57% on Desktop.
"The results are significant and inspire us to delve deeper. Our initial correlation studies show that viewability plays a strong role. The idea then is to find the 'sweet spot' to strike a balance between the cost of attention and the cost of CPM."
Edwyn Gielen, VP Digital Media & AdTech
Watch our interview with Numberly (in french only):
+10%
Increase in average conversion rate
From 08/01/24 - 25/01/24
+14%
Increase in average attention rate
-47.3%
Additional decrease in IVT rate
Since November 2023, Adloox has been rolling out its unique Attention Score. This new indicator serves as a currency for advertisers and agencies, optimizing Open Auction campaigns effectively. It offers a unique score from 1 to 100, incorporating viewability, human interaction, and invalid traffic detection. Adloox's score exclusively measures attention potential of each URL and placement, solely on human and brand-safe traffic, indicating if ads are fully viewed and for how long, analyzing their size ratio, and detecting user interactions. Since Q4 2023, it has been used to build exclusive pre-bid segments, aiming to target environments with high attention potential exclusively.
"In the initial pre-launch exploratory analyses, we sensed that the attention threshold would not be the most discriminating factor, but what would follow behind it: granularity. Adloox assists us, with the score, in identifying performance niches."
Edwyn Gielen, VP Digital Media & AdTech
Objectives
Numberly's approach and objective involved understanding this new performance indicator to ascertain its relevance and learn how to use it effectively. The aim was to determine the incremental impact of adding Adloox's attention pre-bid segment on media performance through a progressive and structured process. This process includes an exploratory phase for discovering and familiarization with the new indicator, defining and implementing the testing protocol, and conducting post-test analysis to draw conclusions.
About the campaign
DSP: Microsoft Xandr
Industry: Retail
Duration: 3 weeks
About Adloox's segments
Adloox pre-bid attention segments on Xandr are built this way:
→ Four segments, by device and URLs: Two segments for desktop and mobile web, comprising the top 20% and top 40% of URLs with the highest attention scores. Note that Adloox also provides 2 segments for in-app activity.
→ For URL segments: The top 20% includes over 28,324 URLs for mobile web and over 25,497 for desktop. Updates occur daily.
→ IP targeting focuses on unique geotargeting: Selected URLs display the highest attention scores and receive traffic from the country selected by Numberly.
Each URL is individually assessed based on its attention potential :
Each URL is individually scored, then by device.
We can exclude a homepage that may be targeted by bot crawlers to prioritize an article page, section page, product page, etc.
The segment is an aggregation developed from our entire client dataset.
Strategy
Numberly implemented the following A/B Test protocol: On the same initial target population, the team conducted a test with the application of the Adloox pre-bid attention segment, and another one without the attention segment, only using the "classic Adloox" fraud protection segment. In both cases with identical strategies (targeting, bidding, message, etc.) and performance objectives (visit KPIs).
Key findings
✅ Enhanced Performance: +10% conversion rate boost.
✅ Increased Overall Attention: 14% attention uplift.
✅ Improved Mobile Results: 21% attention score rise on mobile web.
✅ Maintained Reach: Top 40% segment remained untouched.
✅ Traffic Quality Enhancement: Reduced IVT by -37% on Mobile Web and -57% on Desktop.
"The results are significant and inspire us to delve deeper. Our initial correlation studies show that viewability plays a strong role. The idea then is to find the 'sweet spot' to strike a balance between the cost of attention and the cost of CPM."
Edwyn Gielen, VP Digital Media & AdTech
Watch our interview with Numberly (in french only):
+10%
Increase in average conversion rate
+14%
Increase in average attention rate
-47.3%
Additional decrease in IVT rate
Since November 2023, Adloox has been rolling out its unique Attention Score. This new indicator serves as a currency for advertisers and agencies, optimizing Open Auction campaigns effectively. It offers a unique score from 1 to 100, incorporating visibility, interaction, and invalid traffic detection. Adloox's score exclusively measures attention on human and brand-safe traffic, indicating if ads are fully viewed and for how long, analyzing their viewability ratio, and detecting user interactions. These criteria collectively form the attention score for each impression. Since Q4 2023, it has been used to build unique attention-based pre-bid segments.
"In the initial pre-launch exploratory analyses, we sensed that the attention threshold would not be the most discriminating factor, but what would follow behind it: granularity. Adloox assists us, with the score, in identifying performance niches."
Edwyn Gielen, VP Digital Media & AdTech
Objectives
Numberly's approach and objective involved understanding this new performance indicator to ascertain its relevance and learn how to use it effectively. The aim was to determine the incremental impact of adding Adloox's attention pre-bid segment on media performance through a progressive and structured process. This process includes an exploratory phase for discovering and familiarization with the new indicator, defining and implementing the testing protocol, and conducting post-test analysis to draw conclusions.
About the campaign
DSP: Microsoft Xandr
Industry: Retail
Duration: 3 weeks
Each URL is individually assessed based on its attention potential :
Each URL is individually scored, then by device.
We can exclude a homepage that may be targeted by bot crawlers to prioritize an article page, section page, product page, etc.
The segment is an aggregation developed from our entire client dataset.
Strategy
Numberly implemented the following A/B Test protocol: On the same initial target population, the team conducted a test with the application of the Adloox pre-bid attention segment, and another one without the attention segment, only using the "classic Adloox" fraud protection segment. In both cases with identical strategies (targeting, bidding, message, etc.) and performance objectives (visit KPIs).
Key findings
✅ Enhanced Performance: +10% conversion rate boost.
✅ Increased Overall Attention: 14% attention uplift.
✅ Improved Mobile Results: 21% attention score rise on mobile web.
✅ Maintained Reach: Top 40% segment remained untouched.
✅ Traffic Quality Enhancement: Reduced IVT by -37% on Mobile Web and -57% on Desktop.
"The results are significant and inspire us to delve deeper. Our initial correlation studies show that viewability plays a strong role. The idea then is to find the 'sweet spot' to strike a balance between the cost of attention and the cost of CPM."
Edwyn Gielen, VP Digital Media & AdTech
CASE STUDY
Numberly boosts conversion rate by 10% using pre-bid attention segments.
Numberly boosts conversion rate by 10% using pre-bid attention segments.
Learn how Numberly, a specialized advertising technology agency operating in more than 50 countries, effectively integrates Adloox's attention score into a media activation optimization logic, thanks to the implementation of a dedicated pre-bid segment.
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