Adnami, a provider of attention-first AdTech solutions, has launched Sonar, an attention measurement technology that uses a unique one-tag method to make attention a viable trading currency.
Able to measure both Adnami high impact and standard display advertising, Sonar is available to all Adnami advertisers and publisher customers globally, and initial flagship users include marketing and PR giant Dentsu Denmark, and Danish newspapers, Politiken and Jyllands-Posten.
Sonar offers a single, standardised attention measurement solution for display ad formats, making attention measurement easy, scalable and accessible. Sonar empowers advertisers and publishers with insights to optimise creative performance and media spending of digital adverts, with the confidence that their metrics are consistent and reliable.
“Attention has emerged as the new currency of media measurement marking a significant step forward for the industry,” said Simon Kvist, CEO at Adnami. “However, inconsistencies in tools and metrics have made it complicated, slow and unscalable for advertisers and publishers alike – until now. Sonar was developed to fill this gap and provide the industry with a scalable, reliable and universal solution for attention measurement. We’re setting a new benchmark for what effective advertising should look like.”
Sonar was initially developed to meet Adnami’s internal need for a more efficient and scalable way to measure attention outcomes on different types of programmatic display ads. However, it became clear that the industry could benefit from a unified solution, and key brands are already experiencing the benefits.
“We have an ambition to be the leader in the Attention economy. Sonar enables us to bring attention measurement to our customers easily and reliably,” said Stefan Jin, CPO at Dentsu Denmark.
“As a publisher on the sell-side of advertising, outcomes used to be a black box for us,” commented Jacob Wæver, Head of Business Development at Politiken. “With Sonar, it is possible to see how ads perform across different formats and advertisers. This helps us make smarter decisions when selling our inventory. On the other side of the spectrum, advertisers can now fairly compare publishers. Instead of just looking at prices, they can see real outcomes; the attention their ads generate.”
