Adnami Launches ‘Sonar’ to Simplify Attention Measurement in Digital Advertising

Adnami, a leading provider of attention-first ad tech solutions, is proud to announce the launch of Sonar; its cutting-edge attention measurement technology using a unique one-tag technology 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.

Key features of Sonar include:

• One tag for all formats for easy setup and management.
• Automated high-granularity measurement on the ad server or DSP level enables high-fidelity insights and reliability. This provides more insights than campaign measurement and informs media buying and website optimisation on a larger scale.
• Data exports and data structure allow for seamless integration into business intelligence systems and let users combine data with other data sources. With this, users can effortlessly calculate Attentive cost per mile (aCPM) and gain insights.

"Attention has emerged as the new currency of media measurement marking a significant step forward for the industry," says 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," adds 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."