Adelaide, founded in 2020, provides attention-based media quality measurement for advertising, including the AU (Attention Unit) omnichannel metric and a real-time measurement platform.
Adelaide is a media measurement company founded in 2020 that provides attention-based assessments of media quality for the advertising industry. Its central proposition is that attention, rather than viewability, offers a more precise measure of a placement's value - one that encourages publishers to create better inventory and helps advertisers price it accordingly. The company works across the advertising, digital media, marketing and publishing sectors.
Its principal product is AU (Attention Unit), described as the first omnichannel attention metric to measure a media placement's ability to capture attention and predict business outcomes. Adweek has called it "the attention economy's most widely recognized metric", and it is used by 40% of Fortune 50 brands. Alongside AU, the Adelaide measurement platform supplies real-time attention metrics that let advertisers compare media quality across channels, cut waste and optimise campaigns.
Technical work at the company spans attention measurement, omnichannel advertising metrics, predictive outcome modelling and real-time optimisation. Adelaide frames its mission around fairness and transparency in a fragmented media market, and positions its measurement as a counterweight to metrics that are easily gamed.
Further details on funding, team size and geographic footprint are not publicly stated.
