Lumen Launches Attentive Private Marketplaces with The MediaGrid
Today, we’re excited to announce a partnership with The MediaGrid, a subsidiary of Criteo, to launch the world’s first AI-powered Attentive Private Marketplaces (aPMP). With this new solution, advertisers can purchase attention-first inventory across premium DSPs and SSPs through a single, dynamic solution to drive better outcomes.
Attentive Private Marketplaces (aPMP) give advertisers the power to curate campaign-specific inventory based on what websites and channels drive higher attention and better results for their specific brand.
Attentive Private Marketplaces make it easier than ever to select pre-bid filters that ensure you’re targeting domains that are known to drive high attention. By tagging your ad creative with attention tags, you can build your own custom attention algorithm, powered by the Lumen Predictive Attention Model, and deliver ads through a custom aPMP to the contexts that are most likely to generate attention based on your ad campaign’s ad formats, context, and domain geometry.
Advertisers can run campaigns with aPMPs with three simple steps:
Thanks to real-time optimization carried out by Lumen’s predictive attention model, no single Attentive Private Marketplace (aPMP) looks the same. The inventory curated for each deal can be tailored to the campaign, brand, or audience – without relying on static domain lists as traditional segments do. As a result, recent campaigns powered by Lumen’s aPMPs have seen:
“Placing ads in high-attention marketplaces can significantly improve return on ad spend by optimizing media delivery for how many times ads are viewed, not just how many are delivered,” says Mike Follett, CEO at Lumen. “Rather than standard marketplace segments, our attentive private marketplaces run on AI-powered supply paths that customize the media mix based on what drives the most attention for the brand.”
This is just the beginning of our partnership with The MediaGrid and, with the expanding reach and precision of The MediaGrid’s parent company, Criteo, we couldn’t be more excited to offer aPMPs as a new solution for attention-first advertising.