AdRiver launches 'engagement' attention score for video and banner ads
Roman Kokhanovsky, commercial director at AdRiver, told ADPASS the Russian ad verification and management service began offering test access to its engagement metric in February 2026, covering online video and banner ads. The index draws on up to six components depending on format: click-through, video completion, sound-on playback, on-screen viewability share, and cursor hover and movement near the ad unit. Banner ads skip the sound and completion signals, and mobile app and connected-TV placements skip the cursor signals since no pointer exists there. AdRiver has not disclosed its exact formula or component weights, citing internal methodology, though Kokhanovsky said click and sound-on carry the most weight because AdRiver's research identified them as the strongest signals of active engagement. The score runs from 0 to 100, recalculated daily at 06:00 with a same-day update at 14:00, and AdRiver reports a double-digit number of clients across finance, telecom, retail, e-commerce and pharma.
Competing verifiers already sell similar tools. Weborama has offered its Attention Score since late 2023, built from dozens of technical and behavioral signals, and says up to 70% of clients show interest in it; the streaming service Okko used it to raise creative visibility by 13% and content depth by 23% on its best-performing placements. Adserving, formerly Sizmek in Russia, has tested a comparable index since 2023 based on viewability, screen size and creative area, and reports that Global Functional Drinks used its data to overhaul media planning after finding some placements scored two to five times higher on attention than others. Campaigns that rely only on postview conversion data, which can take up to 30 days to materialize, gain a same-day signal to catch weak creative or placements before budget is spent, though buyers comparing AdRiver, Weborama and Adserving will find none of the three discloses its full formula or weighting.