Amazon DSP Adds Adelaide's Attention-Based Pre-Bid Targeting, Letting Advertisers Filter for High-Attention Inventory Before They Bid (June 10, 2026)
On June 10, 2026, attention-measurement firm Adelaide made its AU pre-bid segments available inside Amazon DSP, covering Display, Online Video, and Streaming TV inventory across desktop, mobile web, and in-app environments. AU is an omnichannel score that estimates how likely a placement is to capture attention and drive outcomes — it weighs ad size, time in view, on-screen clutter, and position rather than just confirming a viewability threshold. The integration ships two products: 'AU Media Quality,' which sorts inventory into High, Average, and Low tiers so buyers can prioritize attention-capturing placements (or use the Low tier as an exclusion filter), and 'AU Quality Floor,' a single-filter waste-reduction tool — exclusive to Amazon DSP — that removes both made-for-advertising (MFA) sites and the bottom 10% of AU-scored placements in one action. For sellers and brands buying programmatically through Amazon DSP, the change moves attention quality from a post-campaign report into a lever they can apply before any spend.
Real-World Impact
The AU Quality Floor filter excludes the bottom 10% of AU-scored placements plus made-for-advertising sites, which Adelaide notes account for roughly 15% of programmatic ad spend.
Key Points
- Launched June 10, 2026: Adelaide's AU pre-bid attention segments are now available inside Amazon DSP across Display, Online Video, and Streaming TV inventory on desktop, mobile web, and app
- AU (Attention Unit) is an omnichannel measure of a placement's likelihood of capturing attention and driving outcomes, analyzing ad size, time in view, clutter, and position rather than just viewability
- 'AU Media Quality' segments inventory into three tiers — High, Average, and Low — so buyers can prioritize high-attention placements, balance quality and scale, or use the Low tier as an exclusion filter
- 'AU Quality Floor' is a single-filter waste-exclusion tool, exclusive to Amazon DSP, that removes made-for-advertising (MFA) sites and the bottom 10% of AU-scored placements in one action
- The targeting is applied pre-bid — before the impression is bought — so advertisers reduce media waste at activation instead of analyzing it after the campaign
- Context cited: MFA sites account for roughly 15% of programmatic ad spend (ANA), and Amazon DSP reached 275 million monthly ad-supported customers in the U.S. as of October 2024
What You Should Do Now
- 1If you run Amazon DSP campaigns, review whether AU Media Quality tiers or the AU Quality Floor filter are available in your account and on your campaign objectives
- 2Test applying the High tier or Quality Floor on a subset of campaigns and compare attention-quality and outcome metrics against unfiltered delivery before rolling it out broadly
- 3Use the MFA and bottom-10% exclusions to cut wasted impressions, but watch for reduced reach/scale and adjust tiers accordingly