Adelaide
Attention measurement software for cross-channel media quality and optimisation.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Adelaide Metrics Inc.
- Entity type
- COMPANY
- Founded
- 2019
- Headquarters
- United States
- Company size
- 50–200
- Market role
- AdTech Vendor
- Official website
- adelaidemetrics.com
What Adelaide does
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.
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.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
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 monetises 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.
Company news briefing
Briefing updated:
Adelaide has expanded its attention-metric ecosystem through new partnerships, including attention guarantees with Duolingo and inventory scoring integrations with FreeWheel and InMobi. The firm continues its participation in CartographAI's vendor accelerator and measurement pilots with WPP. In corporate governance, the company updated its leadership team by removing co-founder Diane deCordova as interim COO and appointing Megha Wadhwani as General Counsel alongside the addition of Sophia King's biography.
Business model & monetisation
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 generates service revenue from publisher-focused monetisation support and potentially training or certification-related programmes, though pricing is not publicly disclosed.
- AU dashboard subscriptions
- Software Subscription
- AU metric and data integrations
- Pay-per-Use
- Custom AU bespoke modelling
- Service Fee
- Publisher monetisation support
- Service Fee
- Training and certification
- Service Fee
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Adelaide Metrics Inc
IAB vendor record: 1019
- Cookies declared
- No
- Non-cookie access declared
- No
- Declared purpose IDs
- 7, 8
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
FreeWheel Brings Attention, Quality and Emotional Resonance Signals into CTV Buying
CTV & Advertising Technology · Recorded impact score: 4/5
FreeWheel, a global technology platform for the television advertising ecosystem, introduced new third-party inventory scoring capabilities within its Premium Signals Packaging. This feature creates dynamic inventory packages based on viewer engagement with premium CTV environments. By incorporating independent quality, attention, and engagement signals, FreeWheel enables buyers to evaluate supply through factors like ad experience and live moments, while publishers gain new ways to package, differentiate, and monetize premium inventory. Launch partners include Adelaide, Magid, and Mediaprobe, which provide signals on media quality, emotional intensity, and engagement. Research cited in the announcement indicates that lower ad loads lead to higher recall, underscoring the importance of these quality signals. FreeWheel's move aims to shift programmatic CTV buying beyond scale toward a more transparent, quality-informed marketplace.
- FreeWheel introduced third-party inventory scoring capabilities within its Premium Signals Packaging.
- Launch partners include Adelaide, Magid, and Mediaprobe.
Duolingo Launches Attention Guarantees for Advertisers, Powered by Adelaide
Recorded impact score: 3.5/5
Advertisers get a contractual commitment to minimum AU levels across Duolingo's in-app inventory, plus AU reporting alongside campaign delivery metrics.
Explore company relationships
Questions about Adelaide
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.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
21 publicly documented primary sources and citations linked across the market graph.
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