French agency achieves 7% cost efficiency boost with attention-based bidding in DV360
EssenceMediacom France demonstrates successful custom bidding implementation using attention metrics in July 2024 campaign for CPG advertiser.
A French programmatic advertising campaign achieved significant cost efficiencies by implementing attention-based custom bidding strategies through Google's Display & Video 360 platform. According to campaign data from July 2024, the implementation resulted in 7.3% more cost-effective CPM rates compared to standard automated bidding approaches.
EssenceMediacom France conducted the test campaign for a consumer packaged goods advertiser, utilizing custom bidding scripts that scored impression combinations based on URL and device parameters. The agency announced the results during a Google DV360 podcast recording on June 18, 2025, detailing their methodology and outcomes.
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Summary
Who: EssenceMediacom France, led by Programmatic Director Pascaline Montigny, conducted the attention-based bidding campaign for an unnamed consumer packaged goods advertiser.
What: A custom bidding implementation in Google Display & Video 360 that optimized programmatic advertising based on attention metrics rather than traditional conversion signals, achieving 7.3% more cost-effective CPM rates and improvements across multiple performance indicators.
When: The campaign ran for one month in July 2024, with results announced during a Google DV360 podcast recording on June 18, 2025.
Where: The test occurred within the French programmatic advertising market using Google's DV360 platform, with the agency implementing custom scripts that scored URL and device combinations for attention optimization.
Why: The campaign addressed the growing disconnect between advertising reach and genuine audience attention in digital media, testing whether attention-based optimization could improve both engagement quality and traditional media efficiency metrics simultaneously.
The campaign structure involved two insertion orders operating with identical budgets. The first utilized Google's standard automated bidding algorithm designed for completed, in-view, and audible advertisements. The second employed a custom bidding strategy optimized specifically for attention metrics provided by third-party measurement partners.
Technical implementation required extensive data collection
Pascaline Montigny, Programmatic Director at EssenceMediacom France, explained the technical requirements during the podcast. According to Montigny, custom bidding implementations require accumulating 10,000 scored impressions and 500 positively scored impressions before the algorithm can function effectively.
"We used a brand new type of signal that's all about attention, measurement and optimization," Montigny stated. "We looked at everything device type, viewability, time of day, and even screen size. We basically created a custom script from scratch, tailored to specific needs and goals."
The learning phase lasted one week due to these data requirements. According to Google's documentation for custom bidding, insufficient data represents one of the primary challenges for algorithm training. Custom bidding uses impression data from the previous 30 days, which can create delays in meeting minimum requirements for new campaigns.
The scoring methodology evaluated each combination of URL and device type using attention metrics. These metrics, provided by third-party attention measurement partners, analyze where users focus their attention on screens while browsing different websites and applications. Eye-tracking studies form the foundation for these measurements, creating scores based on factors including platform characteristics, screen dimensions, domain properties, and advertisement placement specifications.
Results demonstrate multi-metric improvements
The attention-optimized custom bidding delivered improvements across multiple traditional media key performance indicators. CPM costs decreased by 7.3% compared to the control group using standard automated bidding. Cost-per-click metrics improved by 6.6%, while overall cost-per-acquisition showed 7.2% better efficiency.
These improvements occurred despite the custom bidding strategy prioritizing attention metrics rather than traditional conversion optimization. The results suggest that impressions generating higher attention scores also tend to perform better on conventional programmatic advertising metrics.
Google's automated bidding strategies typically evaluate over 40 signals when determining optimal bid amounts, including audience characteristics, creative specifications, and campaign tactics. Custom bidding allows advertisers to supplement these signals with additional data sources, including first-party business intelligence and specialized measurement metrics.
The methodology aligns with broader industry trends toward attention-based measurement in programmatic advertising. Major platforms have integrated attention metrics to address long-standing challenges around inventory quality and advertiser confidence in programmatic transactions.
Algorithm optimization continues with version 2.0
EssenceMediacom France has implemented an enhanced version of their custom bidding approach, termed "custom bidding 2.0" by the agency. This iteration modifies the optimization priority from budget spending to key performance indicator alignment.
Montigny explained the strategic adjustment: "What we've changed is that we are using our custom bidding by prioritizing KPI alignment over budget spending. We didn't do this the first time because we were not sure of the potential. But now we are testing this approach."
The updated methodology requires minimum six-week campaign durations to provide sufficient data for algorithm optimization. Google's custom bidding documentation supports longer learning periods, noting that algorithms improve accuracy as more impression data becomes available.
The agency's approach addresses common challenges in custom bidding implementation. According to industry analysis, many advertisers struggle with the technical requirements and data volume necessary for effective custom algorithm training. EssenceMediacom France's success demonstrates the importance of sufficient preparation and realistic timeline expectations.
Industry adoption accelerates across programmatic platforms
The French agency's results occur amid growing industry adoption of attention-based optimization. Adelaide's attention metrics integration with Google DV360 was announced during Google's 2025 NewFronts presentation, making attention-based bidding more accessible through simplified implementation processes.
The integration enables advertisers to utilize Adelaide's AU metric within DV360's predictive AI capabilities. This development reduces the technical barriers that previously required custom script development for attention-based optimization.
Programmatic advertising continues expanding across European markets, with 16% growth reaching €118.9 billion in 2024. Attention measurement represents one response to advertiser demands for improved inventory quality and campaign effectiveness.
Supply path optimization initiatives have enhanced programmatic advertising quality by reducing intermediary layers and improving transparency. These developments create conditions where attention-based optimization can deliver measurable improvements in campaign performance.
Custom bidding capabilities extend beyond attention metrics to various business intelligence applications. Advertisers can optimize toward revenue parameters, customer lifetime value, geographic preferences, and alternative attribution models. The flexibility allows programmatic campaigns to align more closely with specific business objectives rather than standard platform metrics.
Technical considerations for implementation
The EssenceMediacom France case study highlights several technical requirements for attention-based custom bidding success. Algorithm development requires substantial upfront data collection before campaigns can launch effectively.
Script complexity increases significantly when scoring multiple parameter combinations. The French agency's approach evaluated every possible combination of URL and device type, creating extensive scoring matrices that demanded careful management throughout the campaign period.
Google recommends maintaining consistent custom bidding strategies once implemented, avoiding script updates during active campaigns when possible. The recommendation stems from algorithm learning processes that can be disrupted by parameter changes during optimization periods.
Industry professionals have noted that Google's programmatic platform evolution continues toward automated solutions, with manual control features being deprecated over time. Custom bidding represents one area where advertisers retain significant control over optimization parameters.
The success of attention-based approaches may influence broader programmatic buying practices. As measurement technologies improve and implementation barriers decrease, attention optimization could become standard practice for brand-focused campaigns seeking to maximize audience engagement quality.
Timeline
• March 2023: IAB Tech Lab publishes Video Ad Format guidelines introducing new classification signals for outstream video placements
• August 2021: Google introduces improvements to DV360 automated bidding solutions with simplified Custom Bidding setup
• December 2024: IAB Tech Lab establishes formal programmatic curation standards after two years of framework development
• January 2025: Disney launches certification for live streaming ads enabling real-time bidding for live inventory
• April 2025: Adform adopts new video ad categories implementing IAB Tech Lab OpenRTB 2.6 update
• April 2025: Google announces removal of bid multipliers from DV360 effective May 2025
• May 2025: European digital advertising reaches €118.9 billion with 16% growth driven by programmatic expansion
• June 2025: Comscore expands certified deals with Adelaide attention metrics through PubMatic partnership
• June 2025: Uber opens Journey Ads to programmatic buyers across 10 European markets via DV360 and Trade Desk partnerships
• July 2024: EssenceMediacom France completes month-long attention-based bidding campaign for CPG advertiser
• June 18, 2025: Google DV360 podcast featuring EssenceMediacom France case study published on YouTube
• 2025 NewFronts: Google unveils Adelaide AU integration for DV360 custom bidding at annual presentation