Adelaide
Adelaide is a attention measurement software for cross-channel media quality and optimisation.
Analyst Perspective
Adelaide is a private US adtech company that develops attention-based media measurement software and data products for advertisers, agencies, traders and publishers. Its core product, AU, is a standardised 0-100 media quality score designed to compare inventory across channels including display, social, CTV, linear TV and podcasts, and to predict business outcomes. The company packages this capability through a dashboard, data integrations and customised modelling for programmatic activation. The business appears to monetise through enterprise SaaS subscriptions, data licensing and premium custom analytics for larger buyers and partners. Adelaide also serves publishers with monetisation-oriented advisory and product development support, using its attention metric to help them package higher-quality inventory. Its 2024 acquisition of Rita suggests a strategy to strengthen underlying outcome and exposure data, particularly for model quality and European market coverage.
Analyst Signal Briefing
Updated: 4 Aug 2026Adelaide has expanded its attention-based ecosystem by launching the AU Ecosystem for Creative Partners to align creative strength with media quality. This follows the general availability of its AU metric for pre-bid targeting within Amazon DSP and its integration into InMobi’s FRAME Attention and Teads’ CTV Performance products. Corporate governance has also transitioned following the departure of co-founder Diane deCordova and the appointments of Megha Wadhwani as General Counsel and Sophia King as VP of Finance, as the firm continues to formalise measurement pilots with major agencies including WPP.
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Key insights about Adelaide
Category Differentiation
This is an adtech measurement company focused on attention metrics, not an advertising agency, publisher or general market research firm. It competes more directly with verification and attention analytics vendors than with DSPs or SSPs.
Adelaide: About
Adelaide operates a B2B adtech model built around proprietary measurement IP. It creates value by scoring media quality with its AU metric, delivering those insights through software dashboards and integrations, and embedding the metric into planning, optimisation and programmatic buying workflows. The company then captures revenue from enterprise access, data licensing and custom modelling services, while also extending the metric to publishers as a monetisation-enablement offering.
How Adelaide Works & Monetises
Business model analysis and core revenue streams
Adelaide primarily uses an enterprise B2B SaaS and data licensing model. Likely revenue streams include subscription access to the AU dashboard, licensing AU scores and related data into DSPs and partner platforms, and premium fees for Custom AU and bespoke attention models. It also appears to generate service revenue from publisher-focused monetisation support and potentially training or certification-related programmes, though pricing is not publicly disclosed.
Revenue Channels
Products & Services in Categories
Verified structural categorizations from the graph
Recent Signals (Adelaide)
WPP Embeds Media Teams Inside Clients' Offices
WPP is placing agency staff directly inside clients' offices under an "embedded" model to act as extensions of clients' marketing teams, says James Weinberg, Executive Director at WPP Media (T&P). In a VideoWeek interview Weinberg discusses CTV definitions and strategy, the limits of attention measurement, broadcasters needing outcome-based proof, WPP's Advanced TV capability (formerly Finecast), and WPP testing large-scale automation via WPP Open to identify TV spots that drive unique reach. He also highlights working with partners such as AudienceProject, and measurement pilots with Adelaide and Lumen, and stresses transparency, consistent measurement, and outcome-linked accountability across the industry.
Read original sourceInMobi Launches FRAME Attention; 3.5x YouTube
InMobi Advertising launched FRAME Attention, a certified high-attention media product for Mobile In-App Video and Connected TV (CTV), validated by Lumen Research. Offered globally via Deals and IO as part of the FRAME Ad Experience suite, it guarantees a minimum Attention Per Mille (APM) floor of 8,000, supports third-party measurement (Lumen, Adelaide), and is available to brand advertisers and agencies. Independent testing found InMobi’s mobile in-app video delivered 3.5× the attentive seconds versus a YouTube-equivalent benchmark, while CTV inventory reached 9,593 APM — 31% above a 7,286 streaming benchmark. A Cint-measured study across four million impressions reported a 67.4% lift in ad recall and a 16.5% lift in brand awareness. The product prioritizes attentive seconds over simple viewability to help advertisers optimize for attention-quality impressions and is available across InMobi’s mobile, desktop and CTV supply, including Glance properties.
Read original sourceLeadership Change: Diane deCordova Removed as Co-founder & Interim COO; Megha Wadhwani Added as General Counsel
The Adelaide About page has been updated to remove Diane deCordova (Co-founder & Interim COO) and add Megha Wadhwani as General Counsel. Additionally, Sophia King's bio was added (previously placeholder), and email links were added for multiple team members.
Read original sourceAdelaide: Frequently Asked Questions
What is Adelaide?
Adelaide is a private adtech company that provides attention-based media quality measurement, analytics and activation tools for advertisers, agencies and publishers.
Who uses Adelaide?
Its products are used by advertisers, media agencies, programmatic traders, analytics teams, media planners and some publishers and media owners.
How does Adelaide make money?
It appears to make money through enterprise software subscriptions, licensing its AU metric and related data, and charging for custom modelling and publisher services.
Company Facts
- Founded
- 2019
- Headquarters
- United States
- Core Segment
- AdTech Vendor
- Company Size
- 50–200
- Official Link
- adelaidemetrics.com