Adelaide

We’re pleased to welcome Adelaide to the IAB Australia community, joining a strong network who come together to grow a sustainable and diverse future of digital advertising. Special thanks and welcome also to Adrian Lloyd and Rowan W.

We’re pleased to be partnering with Adelaide to strengthen how we measure attention across our multi-channel campaigns. As brands look beyond traditional metrics, there’s a growing need for a more reliable media quality signal that predicts campaign impact, not just delivery. By integrating Adelaide’s AU metric alongside Mobsta Ltd - Certified B Corp®’s geo-behavioural data, we’re helping clients gain a clearer view of media quality and make more informed decisions. “Attention is quickly becoming a defining metric for media quality. Our partnership with Adelaide allows us to give clients a clearer understanding of how campaigns are experienced, especially across multi-channel environments.” says Mario Castrogiovanni our Business Director – Partnerships. Read more about the partnership - link in comments below. #AttentionMetrics #DigitalAdvertising #AdTech #GeoBehavioural #InsightVsData

As advertisers seek more credible ways to measure media's contribution to sales, MMM needs better inputs—not just more of the same. Working with Arima, we set out to validate AU as a quality signal in MMM for a leading CPG brand. Raw impressions attributed 76% of sales to media, nearly 4x the spend-based benchmark. AU weighting corrected that to 35%, producing a more credible read on media's true contribution and a clearer path to action. Not all impressions are created equal. Now your model can tell the difference. Read the full case study below.

As Upfront season gets underway, brands are weighing some of the year's largest media commitments. But the metrics guiding many of those decisions—reach, CPMs, and audience guarantees—still only tell part of the story. The bigger question is whether that media is likely to work. Adelaide’s VP of Research, Claire Browne, explains how advertisers can use media quality metrics to shift Upfront conversations from price to value—and ensure the impressions they commit to are likely to drive real business impact.   Read the article in MediaVillage.org. Link in comments👇

Last week, our Commercial Director, EMEA, Holly Clark, spoke on not one but two panels. At Magnite's eMpower event, Holly joined leaders from Experian, Happydemics, and Adalyser for a conversation on the next chapter of industry collaboration, exploring how attention measurement, data, and AI can help publishers demonstrate value and grow in an evolving marketplace. She also took the stage at tangoo's Travel Meets Programmatic event alongside speakers from Sojern, Index Exchange, GingerMay, and Tangoo to discuss how travel brands can use programmatic channels, smarter measurement, and quality-led optimization to capture demand ahead of the summer season. Big thanks to Magnite and Tangoo for having us and creating space for two thoughtful conversations!

🫵 Tyler DeTour and I are hiring for a Sales Coordinator at Adelaide...and we want you!! 🫵 More than half of Fortune 50 brands use Adelaide's AU metric to make better media decisions and it's the kind of company and role where you can explain what you do to friends and family and they'll respond with, "Oh, that's actually interesting!" Reach out if you are: ▪️ 1-2 years into your career and already looking for more responsibility ▪️ The person your manager quietly relies on for things beyond your current job description ▪️ A fast learner who wants real coaching and honest feedback ▪️ Organized, direct, and motivated by seeing your work contribute to the growth of the company ▪️ Looking for leadership and a team that's going to push you You'll have autonomy from day one. Active mentorship from people who've been in the industry for decades and a suite of custom-built AI tools that lets one person operate like many. While we're fully remote, this role ideally is for someone based in the NYC area. Adelaide is the leading media quality measurement company. DM me or tag someone who you think might be interested!

We're excited to announce that Brett Strassman has joined our leadership team as VP, Finance. Brett brings more than 15 years of experience, with deep expertise in financial planning and analysis, M&A, and strategic finance operations. His data-driven approach and focus on building collaborative, high-performing teams will be invaluable as Adelaide continues to scale. 👋 Welcome to the attention dimension, Brett!