Adelaide

Adelaide is a media measurement company that pioneered attention metrics for digital advertising, built around its proprietary omnichannel metric known as AU, or the Attention Unit. AU is a 0 to 100 score reflecting any media placement's probability of capturing attention and driving business impact, and Adweek has described it as the attention economy's most widely recognized metric. Rather than relying on traditional measures such as viewability or clicks alone, Adelaide built a predictive machine-learning model trained on billions of impressions, eye-tracking data, engagement signals and downstream conversion data to assign an AU score to each placement based on its likelihood of earning attention and producing outcomes.

This gives advertisers, agencies and publishers a common currency for evaluating media quality, making smarter investment decisions and improving campaign performance. Adelaide provides measurement across a wide range of channels, including display, online video, walled-garden social platforms such as YouTube, Facebook and Instagram, linear television, connected TV and audio podcasts. The company also offers Adelaide for Publishers, giving media owners attention metrics to demonstrate and improve the value of their inventory.

Its AU metric has been integrated into broader industry measurement efforts, including being folded into Nielsen ONE to help advertisers get closer to determining real outcomes. Within the technology and data segment of the advertising ecosystem, Adelaide serves as an independent attention-measurement layer that helps brands quantify and optimize the quality of their media placements.