Adelaide

What Adelaide does

Adelaide is a New York-based media analytics company that has built the AU (Attention Unit) metric, a cross-media, privacy-safe media quality score on a 0–100 scale designed to predict a placement's ability to capture human attention and drive business outcomes. AU is generated by a proprietary machine learning model trained on hundreds of media quality signals, eye-tracking datasets, and full-funnel campaign outcome data, and it is positioned as a more accurate alternative to viewability-based measurement. Coverage spans web, social, connected TV (CTV), linear TV, audio, and (newly) out-of-home, claiming measurement across 90%+ of typical advertiser spend.

The company's product portfolio centers on AU and includes Adelaide for Publishers (AFP) for inventory quality assessment, AU University (a free training and certification program), Flight Control for pre-campaign planning, and the AU Ecosystem for cross-platform standardization. Distribution is two-pronged: a direct enterprise sales motion (NYC headquarters plus London EMEA office) and a deep programmatic footprint with 16+ DSP integrations (The Trade Desk, Display & Video 360, Amazon Ads, Adobe DSP, etc.) and 7+ SSP integrations (Teads, PubMatic, TripleLift, Magnite, OpenX, Kargo, Inscape) that enable high-attention private marketplaces (PMPs) and pre-bid activation. Co-developed products with partners include the first CTV attention guarantee (TripleLift) and low-emissions PMPs (Microsoft Advertising/Xandr and Scope3).

Adelaide operates a subscription/SaaS revenue model with custom enterprise pricing on annual contracts, monetizing through platform licensing, measurement fees, and attention-based deal activation. The customer base of 75+ media professionals and brands spans global advertisers (Coca-Cola, NBA, Audi, AB InBev, Haleon, Microsoft), agencies (Havas, IPG Mediabrands, PHD, EssenceMediacom, Mediahub), and publisher/SSP partners. Founded in 2019 and spun out of Parsec Media, the company has raised approximately $13.8M in cumulative seed-stage funding, most recently a $1.4M seed-extension round in August 2024 alongside the acquisition of Rita, a European behavioral data panel. Adelaide is the founding member of The Attention Council, an industry body advancing attention measurement standards.

Name

Adelaide

Legal name

Adelaide Metrics Inc.

Website

https://adelaidemetrics.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Adelaide develops the AU (Attention Unit), a cross-media machine-learning metric that scores ad placements 0–100 on predicted attention and business outcomes, sold as enterprise SaaS to global advertisers, agencies, and publishers across digital, CTV, TV, and audio.

Ownership category

akta.pro rank

Product category

Advertising Analytics Software

NAICS

Other Services Related to Advertising (541890), Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising (7310), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)

akta.pro secondary industries

Connected TV (CTV) & OTT Performance Advertising (BPAFACAG), Creator Analytics, Measurement & Attribution Platforms (MPACABAJ)

Keywords

• Media quality measurement
• Attention metrics
• Programmatic advertising analytics
• Omnichannel measurement
• Media attention platform

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. AU Metric Subscription / SaaS Platform: Adelaide generates revenue through a subscription/SaaS model where buyers and sellers access its AU metric platform for media planning, buying, and measurement. Revenue is driven by platform licensing, measurement fees, and attention-based deal activation across DSPs and SSPs. The company also monetizes through co-developed PMP products with SSP partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Adelaide develops and operates a media analytics platform centered on its proprietary AU (Attention Unit) metric — a 0-100 cross-media score that predicts a placement's ability to capture human attention and drive business outcomes. The platform spans web, social, CTV, linear TV, audio, and OOH, and is distributed through integrations with 16+ DSPs and multiple SSPs as well as direct enterprise sales to global advertisers, agencies, and publishers.

Product overview

Adelaide is a media quality measurement company offering a unified platform anchored by its core AU (Attention Unit) metric, an omnichannel 0-100 score that predicts advertising attention and business outcomes using machine learning. The product portfolio includes AU for cross-channel measurement, Adelaide for Publishers (AFP) for inventory quality assessment, AU University for training and certification, Flight Control for pre-planning optimization, and the AU Ecosystem for cross-platform standardization. The company recently expanded through acquisition of Rita (behavioral data panel) and partnerships integrating out-of-home attention data via Vertical Impression.

Differentiator

Problem solved

Functional benefit

Products and services

• AU (Attention Unit) Adelaide's flagship omnichannel media quality metric that produces a 0-100 score predicting a placement's ability to capture attention and drive business outcomes, generated by a machine learning algorithm trained on hundreds of media quality signals, eye-tracking data, and full-funnel outcome data; enables apples-to-apples comparisons across channels, formats, and devices.
• Adelaide for Publishers (AFP) Publisher-focused product enabling media companies to develop new offerings and win new business by measuring inventory quality with AU metrics, including free attention audits and advanced audio measurement capabilities.
• AU University Free training and certification program that helps media professionals master attention metrics, covering pitching, privacy, agency applications, and programmatic activation.
• Flight Control Pre-planning tool developed in partnership with holding companies and programmatic platforms to help advertisers plan media allocation using attention metrics before campaigns launch.
• High-Attention Private Marketplaces (PMPs) Programmatic guaranteed and auction packages with elevated AU scores distributed through SSP partners, enabling buyers to purchase inventory with higher predicted attention across web, social, CTV, linear TV, and audio.
• CTV Attention Guarantee First-ever attention-based buying guarantee for connected TV, powered by TripleLift, ensuring AU thresholds are met for CTV campaigns.
• Low-Emissions PMPs High-AU, low-carbon-emissions private marketplaces co-developed with Microsoft Advertising/Xandr and Scope3, enabling advertisers to optimize programmatic campaigns for both attention quality and sustainability.

Quantifiable outcome

• AU is more predictive of campaign outcomes than standard viewability metrics, enabling better ROAS and media efficiency for advertisers.
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

AI capability4 records

Feature5 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Microsoft Advertising / XandrcoreTechnology or Integration · 1 November 2022Co-development of high-AU, low-emissions PMPs through Microsoft Advertising/Xandr. This partnership integrates AU attention measurement with Scope3 emissions data, enabling buyers to optimize for both attention quality and environmental impact in their programmatic campaigns.
• TeadscoreTechnology or IntegrationStrategic partnership with Teads to develop and distribute high-attention omnichannel private marketplaces. Teads uses Adelaide's AU metric to create PMP products with elevated attention scores, enabling buyers to purchase higher-quality inventory at scale across Teads' publisher network.
• PubMaticcoreTechnology or IntegrationFirst-to-market partnership to launch high-attention auction packages through PubMatic's SSP platform. PubMatic enables buyers to activate AU-based targeting and optimization through its programmatic infrastructure.
• TripleLiftcoreTechnology or IntegrationFirst-ever attention-based buying guarantee for CTV, powered by TripleLift. The partnership ensures AU thresholds are met for connected TV campaigns, providing buyers with a performance guarantee backed by attention data.
• MagnitecoreTechnology or IntegrationHigh-attention PMPs distributed through Magnite's supply-side platform, enabling publishers to monetize attention quality and buyers to access premium, attention-verified inventory.
• OpenXcoreTechnology or IntegrationHigh-attention PMPs available through OpenX's SSP, allowing programmatic buyers to access inventory with elevated AU scores as part of premium PMP deals.
• KargocoreTechnology or IntegrationKargo was the first SSP to measure its entire mobile inventory using Adelaide's AU metric. This partnership enables Kargo to differentiate its premium mobile inventory based on attention quality and offer buyers attention-based guarantees.
• MediaSenseminorStrategic or Co-development PartnerMediaSense, a media and marketing advisory firm, conducted an audit validation of Adelaide's AU metric. This provides independent third-party validation of Adelaide's methodology and accuracy.
• IPA (Institute of Practitioners in Advertising)minorStrategic or Co-development PartnerAdelaide co-created educational guides on attention measurement with the IPA (Association of National Advertisers), advancing industry education and standardization of attention metrics.
• EssenceMediacomminorGTM or Marketing PartnerEssenceMediacom, a global media agency, uses Adelaide's AU metric for attention-based media planning and measurement for its clients.
• Havas Media GroupminorGTM or Marketing PartnerHavas Media Group, a global media agency, uses Adelaide's AU metric for attention-based media planning and measurement for its clients.
• PHDminorGTM or Marketing PartnerPHD, a global media agency, uses Adelaide's AU metric for attention-based media planning and measurement for its clients.
• IPG MediabrandsminorGTM or Marketing PartnerIPG Mediabrands uses Adelaide's AU metric for attention-based media planning and measurement for its clients across its network of agencies.
• MediahubminorStrategic or Co-development PartnerMediahub, a media management company, has a strategic partnership with Adelaide to incorporate AU-based attention measurement into its media planning and optimization workflows for clients.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Lumen Research: Lumen (formerly Lumen Research) is a direct attention measurement competitor offering eye-tracking-based attention metrics across digital and CTV. It competes head-to-head with Adelaide's AU in the same advertiser and agency buying cycles and uses similar programmatic activation pathways.
• TVision: TVision measures in-home attention for linear and connected TV using computer-vision panels. Adelaide already partners with TVision for CTV attention, but TVision is also a direct competitor offering attention data for TV buyers, overlapping significantly with AU's CTV and linear TV coverage.
• Amplified Intelligence: Amplified Intelligence provides attention measurement using eye-tracking panel data across digital and CTV. Adelaide licenses Amplified's eye-tracking data for walled-garden measurement, and Amplified is a direct competitor in cross-channel attention benchmarking for global advertisers.
• Realeyes: Realeyes uses webcam-based facial coding to measure attention and emotion for ad creative and media. It is a direct competitor in the attention measurement category that Adelaide addresses with AU, particularly for cross-channel brand campaigns.
• Playground xyz: Playground xyz (formerly Attention Analytics) measures in-view attention for digital advertising using a browser-based tag. It directly competes with Adelaide's web-side attention measurement and offers comparable pre-bid segments for DSP activation.
• Scibids: Scibids provides AI-powered custom bidding algorithms for DSPs that optimize toward attention and outcome KPIs. It operates in the same attention-driven programmatic optimization category as Adelaide's custom bidding integrations with Adobe DSP and DV360.

Broad incumbents

• DoubleVerify: DoubleVerify is a large ad verification and measurement platform that has expanded into attention measurement (DV Authentic Attention). It competes with Adelaide for measurement budgets but as part of a broader brand safety and verification suite rather than as a standalone attention specialist.
• Integral Ad Science (IAS): IAS is a global ad verification and media quality incumbent offering viewability, brand safety, and increasingly attention-related signals. It competes for the same media quality budget as Adelaide but with much broader verification capabilities and enterprise scale.
• Oracle Advertising (Moat): Oracle Advertising's Moat product offers viewability, attention, and brand safety measurement across digital advertising. It is a broad incumbent in media quality measurement that competes with Adelaide for advertiser attention budgets and DSP-level integrations.
• Nielsen: Nielsen is a major media measurement incumbent with cross-platform audience and campaign measurement, including attention-related initiatives. Adelaide has an integration partnership with Nielsen but Nielsen is also a broader competitor for total media quality spend from global advertisers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/adelaidemetrics
• LinkedInlinkedin.com/company/adelaide-metrics

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

Subsidiaries1 record

Funding overview

Funding rounds7 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adelaide