The signals, which aim to quantify the quality of ad placements, have attracted interest from companies like Amazon and The Trade Desk. Amelia Kinsinger ByRyan Barwick November 29, 2023 · 4 min read Sure, people see a lot of ads, but are any of them paying attention? In recent years, advertisers have tried to answer that question, investing in measurement tools that go beyond the industry’s typical standard of viewability and impressions, which track whether ads actually appeared and whether anyone saw them. Lumen Research, Adelaide, Playground XYZ, and others have worked with companies like AB InBev, Coca-Cola, Mars, Kia, and HP to embed digital campaigns with something called