Observed Signal · Jun 10, 2026 · Product Launch · Source: AdExchanger · Impact: 4/5 · Sentiment: Positive
Adelaide Attention Targeting Goes Live in Amazon DSP
Adelaide, an attention measurement provider, announced that its AU attention metric is now available for pre-bid targeting in Amazon DSP, allowing advertisers to target high- and medium-attention inventory and filter out low-attention placements. Amazon DSP will also adopt Adelaide’s AU Quality Floor to exclude impressions in the bottom 10% of AU scores and, by default, inventory from publishers flagged as made-for-advertising (MFA) per Jounce Media. AU-based pre-bid targeting is already available in multiple DSPs (The Trade Desk, Viant, Yahoo DSP, Adobe Advertising DSP, Equativ), and Adelaide says it measured attention across Amazon’s owned-and-operated properties during the integration. Adelaide supports AU scoring across CTV, online video and display today, with audio planned later. Nestlé is testing attention as a potential currency for media deals but continues to treat it as one of several publisher-quality signals rather than a sole determinant of media value.
A major DSP (Amazon DSP) adopting attention-based pre-bid targeting and a quality floor broadens programmatic adoption of attention metrics and can link attention signals to closed-loop retail attribution, affecting media buying and measurement practices.
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Key Takeaways & Evidence Grounding
- Adelaide’s AU pre-bid attention targeting is now live in Amazon DSP.
- Amazon DSP integrated Adelaide’s AU Quality Floor, excluding inventory with AU scores in the bottom 10% and defaulting to exclude MFA-designated publishers per Jounce Media.
- AU-based pre-bid targeting is already available in other DSPs: The Trade Desk, Viant, Yahoo DSP, Adobe Advertising DSP and Equativ.
- Adelaide’s AU scoring covers CTV, online video and display today, with plans to add audio later.
- Adelaide measured attention across Amazon’s owned-and-operated properties (including live sports such as Thursday Night Football) as part of the integration work.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Adelaide Enhances Media Quality with Index Marketplaces Integration
Adelaide's AU attention-based media quality metric is now integrated into Index Marketplaces, expanding access to Adelaide’s measurement within sell-side curation workflows. The collaboration positions AU as a standardized, outcome-linked quality signal at deal creation, enabling buyers and marketplace partners to evaluate and package media quality at scale across DSPs. Index Marketplaces, Index Exchange’s omnichannel platform for curated, signal-rich supply activation and sell-side decisioning, also highlights GPID support, with testing indicating a 25% improvement in accuracy. Adelaide’s AU metric predicts placement attention and impact, helping brands and agencies optimize spend while publishers reflect value. Executives Marc Guldimann and Marybeth McGaugh emphasize that this integration advances transparent, higher-quality curated supply and broader data activation.
Adelaide Joins Index Marketplaces with AU Attention Metric
Adelaide, an attention-based media quality measurement and activation vendor, has been added to Index Marketplaces—Index Exchange’s omnichannel platform for curated, signal-rich supply activation and sell-side decisioning. The integration makes Adelaide’s AU omnichannel media-quality rating available within sell-side curation workflows, allowing buyers and curators to evaluate and package media quality at the point of deal creation. Index testing indicates its support for GPID improves accuracy by 25%. Adelaide’s AU predicts a placement’s likelihood of capturing attention and is increasingly used as a trading signal. The integration supports flexible activation through the DSP of choice without added fees or custom integrations and aims to help advertisers, agencies and marketplace partners prioritise inventory based on attention-driven quality.
Adweek's Agents of Change: Leaders Reshaping Industry
This Adweek feature profiles the 2026 Agents of Change, a group of leaders in marketing, media, advertising, and tech recognized for combining commercial success with a commitment to a more responsible and forward-thinking industry. The honorees include executives from agencies, media companies, and brands, such as Rachel Apirian of The Female Quotient, Jared Belsky of Acadia Agency, Paris Hilton of 11:11 Media, and Ben Skinazi of Equativ. They are praised for initiatives in diversity, equity, inclusion, accessibility, ethical AI, sustainability, and transparency. The article highlights specific achievements, such as Acadia returning rebates to clients, Equativ scaling GreenPMPs, and various mentorship programs. The feature is presented in partnership with Empower, a platform by Propeller Group and WACL.
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