Sharethrough has partnered with media data company Adelaide Metrics to help brands access curated programmatic inventory based on the attention it receives.

Adelaide uses its own proprietary metric called Attention Unit (AU), an omnichannel metric created by using a machine learning algorithm to evaluate thousands of signals and predict attention, in addition to being tuned to proxy outcomes such as brand lift and sales.

With this partnership, Adelaide will measure millions of impressions across Sharethrough’s inventory and generate an AU rating for each placement. This service is available to Sharethrough customers through a private marketplace focused on high-AU inventory.

According to data from Sharethrough, 76% of viewers do not pay active attention to ads. With Adelaide, the ad exchange aims to add value to the attention-enhancing tools that the company currently offers, such as dynamic captions for digital video or CTV ad enhancements that provide key information within the ad to avoid user attention being pulled to their phone.

“Over the years, Sharethrough has built research-backed products built to improve attention and comprehension while respecting the user experience,” said JF Cote, CEO of Sharethrough. “Through this partnership with Adelaide, we’ll deliver an ad experience that is overall more enjoyable for the consumer, but also helps advertisers reach their attention goals.”