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FreeWheel has integrated Mediaprobe’s Quality Placement Index (QPX), a metric evaluating an ad slot’s media quality and memory generation potential, into its Premium Signals Packaging scoring system. This allows ad inventory to be packaged and purchased based on media quality rather than relying solely on reach and cost metrics.
FreeWheel introduced today its Premium Signals Packaging, a capability that builds curated inventory packages from independent third-party signals about how viewers engage with premium CTV environments. Mediaprobe is a launch partner of this new capability, integrating its media quality score, the Quality Placement Index (QPX), into FreeWheel’s platform.
The QPX was built on over 1 million individual ad impressions, each one linking a viewer’s biometric response, content structural signals, and a recall outcome from the same viewer, and that pairing is what the score is calibrated against.
Because it is modelled on memory, the outcome that sits between an ad being seen and a brand being chosen, QPX predicts the likelihood of a brand being recalled and not only of being served.
Built on over 1 million individual ad impressions, each one linking a viewer’s biometric response, content structural signals, and a recall outcome from the same viewer, the QPX scores an ad slot from 0 to 100 on its placement mechanics and the emotional engagement of the content around it. Because it is modelled on memory, the outcome that sits between an ad being seen and a brand being chosen, QPX predicts the likelihood of a brand being recalled and not only of being served.
For as long as CTV has traded programmatically, the deal has been struck on reach and cost. What surrounds the slot, how many ads sit beside it, where it falls in the break, and how viewers engage with it has been invisible at the point of trade. Through this integration, the QPX will be available directly within FreeWheel’s platform, offering an objective assessment of an ad slot’s value by measuring its capacity to capture viewer engagement and foster memory retention.
Memory is the step between an ad being seen and a brand being chosen. Scoring for it puts a recall estimate where only delivery used to sit.
Joint research by Mediaprobe and FreeWheel found that ad loads of six minutes per hour delivered 89% higher recall than ad loads of twelve minutes per hour. Ad load, break position, and clutter are some of the signals that move whether a viewer remembers a brand. QPX scores them together.
“Media quality has been the Holy Grail quest for the industry: everyone believes in it, but no one has ever agreed on what it looks like and on how to measure it. By bringing QPX into FreeWheel’s ecosystem, we can now do that,” said Pedro Almeida, CEO and co-founder of Mediaprobe. “QPX gives the market an independent, comparable score across the media landscape. Combined with reach and CPM, it lets us price the investment of creating a memory, not the cost of delivering an impression.”
In FreeWheel’s announcement, Larry Allen, Vice President, Global Strategy at FreeWheel, framed the shift this way: “As CTV buying enters a new accountability era, the market needs more than scale; it needs a better way to understand not only what viewers are watching, but how they are watching.”
QPX was built to be comparable across linear TV, CTV, and streaming and to hold through the full lifecycle of a campaign, from planning to buying to post-campaign measurement. Publishers and buyers can access it through Premium Signals Packaging. Advertisers who want their own campaign placements scored can come to Mediaprobe directly.
Reach tells you how many. Cost tells you how much. Neither has ever told you whether anyone would remember it. That third number now sits where the trade happens.
FreeWheel Announcement here: https://www.freewheel.com/news/freewheel-brings-attention-quality-and-emotional-resonance-signals-into-ctv-buying
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