Maximizing Attention with Efficiency: Skyrise's Success with Adnaut’s Proprietary Attention Custom Bidding Algorithm

Context/Problem Statement

Brands and agencies often rely on standard DSP bidding strategies like 'maximize clicks' or 'maximize viewability' for programmatic display and video campaigns. However, these strategies don’t always align with specific business goals, such as enhancing ad attention. Skyrise sought to move beyond traditional metrics and focus on maximizing ad exposure and attention for a key advertiser’s campaign in the UK.

Solution/Approach

Adnaut deployed its proprietary Custom Bidding Algorithm (CBA), specifically designed to optimize towards unique KPIs—attention and exposure index. The attention-focused algorithm dynamically adjusted bids, securing high-attention inventory. To validate the effectiveness of the CBA, a parallel test campaign with identical targeting settings was set up, comparing the CBA against the traditional bidding strategy.

Result

• Skyrise achieved a 58% higher exposure index in the CBA test campaign compared to the original campaign
• Ad viewability increased to 80%, compared to 68% in the original campaign, marking an 18% improvement.

Impact Metrics

• 18% improvement in ad viewability
• 58% increase in exposure index