Adelaide brings pre-bid attention scoring to Amazon's DSP, tiering inventory by quality

September 2, 2026 · mediapost.com

Amazon's demand-side platform now includes pre-bid attention scoring, after Adelaide, a data and analytics firm focused on attention-based metrics, launched two targeting products inside the DSP on Tuesday. One product, "AU Media Quality," divides available ad inventory into three tiers, high, average and low, using predictive models and automated algorithms to estimate which placements are most likely to capture attention and influence outcomes. Media buyers can target the high tier or exclude the low tier before they place a bid, across display, online video and connected TV. Attention-quality data had previously been available only after a campaign ran, once the budget was already committed.

Campaigns built around attention scores gain a checkpoint before spend commits, letting buyers steer budget toward high-attention display, OLV and CTV inventory without waiting for post-campaign reporting. The shift matters most for teams treating attention as a proxy for downstream value: Benjamin Lichtman, head of performance marketing analytics and insights at Nestle Health Science, told AdExchanger that Nestle is still determining whether attention is a valid signal for media quality and high-lifetime value (LTV) audiences, and remains in the early stages of testing attention metrics as an ad currency in deals.