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: 2 Jul 2026Adelaide has expanded the reach of its AU attention metric through a significant integration with Amazon DSP, enabling pre-bid targeting across streaming TV, online video, and display inventory. This development, alongside a new partnership with Teads for its CTV Performance suite, reinforces Adelaide’s focus on embedding attention data into automated buying workflows. Concurrently, the company has bolstered its leadership team, appointing Diane deCordova as Interim COO and Sophia King as Vice President of Finance, while promoting senior sales executives to support the scaling of its partnerships and operations.
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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)
New Leadership Addition: Sophia King
Sophia King has been added as Vice President of Finance, replacing the previous role held by Brett Strassman.
Read original sourceTeads Launches CTV Ensemble for Omnichannel Orchestration
Teads announced Teads CTV Ensemble, a Connected TV suite that unifies HomeScreen and InStream formats under a single global access point and workflow in Teads Ad Manager. The suite emphasizes AI-driven optimization, dynamic creative for CTV, program- and household-level targeting via Teads’ Omnichannel Graph and first-party data, and measurement capabilities that connect CTV exposure to site visits, conversions, in-store traffic and offline sales. Teads also announced general availability of Teads CTV Performance after a beta spanning nearly 40 campaigns across 14 countries. The product includes an industry-first HomeScreen Performance capability and attention measurement partnerships with Adelaide, Lumen and TVision. Teads positions the offering to make CTV a measurable performance channel within omnichannel advertising strategies.
Read original sourcePublicis and The Trade Desk Reach Détente
Publicis Groupe and The Trade Desk have publicly reconciled after a high‑profile dispute that began in March when Publicis pulled The Trade Desk following an audit that flagged alleged fee‑stacking irregularities. A June 12 statement said the pair are focused on moving forward and Publicis has reinstated The Trade Desk to its recommended DSP list; terms of the resolution were not disclosed. Digiday frames the episode as symptomatic of a wider industry shift: agency holding companies (Publicis Marcel, Omnicom’s Omni, WPP Open) are building proprietary technology stacks that increasingly overlap with traditional ad tech vendors. Competition among DSPs is intensifying — buyers still rate The Trade Desk highly but report growing use of Amazon, Yahoo, StackAdapt, Viant and others — while emerging AI capabilities and agency AI platform claims raise new questions about data ownership, governance, and who controls decisioning layers for advertisers.
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