Observed Signal · Jan 7, 2026 · Technology Integration · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
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.
Integration expands availability of an outcome-linked attention metric within a major sell-side marketplace, enabling quality-based deal construction and cross‑DSP activation; meaningful for programmatic quality signals but not a major platform policy or industry-shifting change.
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Key Takeaways & Evidence Grounding
- Adelaide is now available in Index Marketplaces (Index Exchange’s omnichannel platform).
- Adelaide’s AU omnichannel media-quality rating is accessible within sell-side curation workflows and at deal creation.
- Index Exchange testing indicates support for GPID improves accuracy by 25%.
- AU is an outcome-linked attention metric used as a trading signal to predict a placement’s likelihood of capturing attention.
- The integration enables activation through the DSP of choice without added fees or custom integrations.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
Heineken Combines Attention and Brand Lift Metrics
Heineken is testing a new approach that combines brand lift studies with attention metrics to validate the effectiveness of its display advertising and secure more budget for non-walled-garden channels. Working with GumGum, the brewer uses "Attentive Lift" to overlay brand awareness data from On Device with attention time measurements. A test for the Birra Moretti brand showed an 8% increase in unaided awareness and a 4% increase in familiarity among consumers who viewed ads for more than 2.2 seconds. Heineken's in-house media team plans to use these benchmarks to guide media planning, optimizing for quality of exposure rather than just volume. The method is being adopted across U.K. display campaigns, including for Old Mout. Critics warn against relying solely on attention metrics, but the combination with brand lift is seen as a more balanced approach.
Former Utiq and Xandr/Microsoft Leader Joins illuma for AI Scaling
illuma, a London-based AI company specializing in contextual decision intelligence, has appointed Michel Guillon as head of solutions architecture. Guillon brings two decades of adtech leadership experience from Utiq and AppNexus/Xandr/Microsoft, where he worked closely with illuma's integrations. His role will help partners integrate illuma's contextual intelligence into their systems at enterprise scale, leveraging his deep knowledge of DSP and SSP architecture and data interoperability. illuma's AI technology is used by brands, agencies, publishers, and platforms to optimize advertising decisions in real time, and is available through major platforms including The Trade Desk, Equativ, Index Exchange, Amazon, DV360, Yahoo, OpenX, PubMatic, and Magnite. The appointment underscores illuma's expansion across leading advertising platforms.
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