Programmatic : Over 90% of Bid Requests are blocked by Attention pre-bid filters in France 😱

The measurement providers (xpln.ai, Adelaide) are not to blame :

when analyzing performance by [site x placement x device], the results are crystal clear. The highest-rated combinations are objectively the most qualitative for advertisers:
✅ Huge Screenshare
✅ Long Exposure Time
✅ Audible (for video).

📉 This is not a technical glitch, it’s a structural problem:

1. For over 10 years, Open Web publishers have focused on optimizing their inventory based on the MRC viewability standard.
2. This standard has not evolved since its inception.
3. This has led to significant drift from certain publishers—particularly those using MFA (Made For Advertising) tactics: small sticky ad units cluttered across the screen and frequent auto-refreshes to multiply the volume of impressions for sale (see articles on MFA by Open Garden, Minted, and Journal du Net (JDN) on this subject).

👉 It is time for publishers to take back control by answering two key questions:

1. What level of Attention is actually generated by my inventory?

2. How can I reinvent my advertising experience to provide more efficiency to advertisers?

💡 They could take inspiration from how ad formats are integrated into major platforms:

• When users go to Amazon to find products, Amazon Ads serves them sponsored products.
• When users go to YouTube to watch horizontal fullscreen video, Google serves them horizontal fullscreen video.
• When users go to Instagram to view vertical fullscreen video, Meta serves them sponsored vertical fullscreen video.

Logically, then:

• When users go to Open Web sites to read articles, publishers should serve them : sponsored articles, or fullscreen vertical video with 5s skip on mobile, or fullscreen horizontal video with 5s skip on desktop. That would be a way better product to bring real Attention opportunities to Advertisers.

At GreyFox Ads, we believe the quality OpenWeb brings real efficiency to advertisers. We are the smallest Ad Network in France, but not the dumbest : we've created Master Deals to bring Media Traders :
⭐clean supply,
⭐smart targeting,
⭐simplicity,
⭐cost transparency.

You want to work with a quality partner to operate Video/Display programmatic campaign on the french market ?
📩 Contact GreyFox Ads !

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