The companies have launched a Meaningful Ad Unit in the US to predict a media placement’s probability of attention and subsequent impact using a machine learning model trained with full-funnel outcome data.

The Meaningful Ad Unit will be integrated into Havas Media’s Meaningful Media Marketplace.

As part of this partnership, Havas Media North America’s programmatic trading desk will use the Meaningful Ad Unit within custom algorithms, pre-bid segments and through custom private marketplaces.

Mike Bregman, chief activation officer at Havas Media Network North America, said: “The media and advertising ecosystem faces a number of increasingly complex challenges, including a reliance on binary metrics that fail to take into account consumers’ perceptions and brands’ objectives.

“Our long-term strategy is to create the largest global attention database, a proprietary platform that enables our teams to deliver better media experiences for our clients.”

Marc Guldimann, chief executive and founder at Adelaide, added: “The Havas Media US team has taken a rigorous approach to attention metrics. They’ve looked deeper than the ‘maximise attention’ tactics you see from less sophisticated players.

“The velocity of this partnership has been impressive, and we are excited to see AU (media quality metrics) integrated into all aspects of Havas Media’s measurement and activation practice.”