Adelaide

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.

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.