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A First-of-its-kind Partnership in the Local Media Market: Xaxis Romania, in Collaboration with Adelaide, Offers Attention Measurement Services for Renowned Brands

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April 07, 2023, New York, United States—Xaxis Romania and Adelaide, the leader in attention-based media quality measurement, announce a strategic partnership offering advertisers advanced attention measurement and activation capabilities for digital campaigns. Thanks to this partnership, GroupM Romania clients can use Adelaide metrics to achieve superior results in programmatic campaigns. Xaxis Romania will thus provide its clients with a distinctive competitive advantage as the first specialist agency in the market to provide attention-based measurement and optimization services.

To kick off the partnership, Xaxis Romania collaborated with EssenceMediacom Romania and Adelaide to measure media quality across a large retailer's campaign using Adelaide AU. The campaign outperformed benchmarks, achieving 34% better results compared to Adelaide's benchmark for the retail vertical and 27% better than the European benchmark.

Adelaide's AU is an omnichannel measure of media quality that measures the likelihood of attention to an ad and its subsequent impact using a machine learning algorithm. The AU model evaluates hundreds of media quality signals, eye-tracking data, and outcomes to generate an accurate and nuanced quality score for each ad placement.

"We are delighted to partner with Adelaide to provide our clients with superior performance of programmatic media campaigns," said Alexa Constantinescu, Programmatic Director, representing Xaxis Romania. "Given the direct correlation between the AU model and the results of media campaigns, we are confident that this collaboration will help us consistently deliver higher performance campaigns and generate greater impact for our clients."

"Our colleagues at EssenceMediacom and Xaxis Switzerland have also implemented successful campaigns using the AU measurement model. In a recent Automotive brand international campaign, conversions increased by 69% using such an AU-based algorithm for the bidding part. So we are happy to be the first media agency in Romania to offer such a complex solution for our clients," said Cristian Agafiței, Digital BusinessManager, EssenceMediacom Romania.

"Globally, Xaxis has been moving towards a data-driven approach to media measurement and buying. Just a few months ago, we announced a partnership with Xaxis Switzerland that allows advertisers to leverage AU for media trading. So, it was no surprise when the campaign for the client in Romania outperformed benchmarks," said Marc Guldimann, CEO of Adelaide. "We are very excited to continue to innovate and collaborate with the Xaxis team in Romania."

About GroupM

GroupM is the global leader in media investment management, managing more than $50 billion in annual media investments through agenciesMindshare, MediaCom, Wavemaker, Essence, m/SIX and Xaxis. GroupM creates real competitive advantages for its clients through specialists around the world, providing valuable insights into market trends on consumer behavior and various media platforms, trading expertise, market-leading brand-safe media, technology solutions, content and more.

Read more about GroupM | @GroupMWorldwide on Twitter 

About Xaxis

Xaxis turns digital media into measurable business results. We maximize the return on our clients' digital media investments by combining innovative AI technology, advanced multi-channel solutions, and dedicated programmatic expertise to develop and optimize success metrics closely aligned with clients' business objectives. Founded in 2011, Xaxis is a part of GroupM specializing in programmatic advertising, serving more than 3,000 brands in 48 markets worldwide. Details at 

About Adelaide

Adelaide is the leader in the rapidly growing field of attention-based media quality measurement. Adelaide’s metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates thousands of signals to predict attention and drive more efficient outcomes. Since 2019, Adelaide has enabled the world’s top brands to understand media quality across their entire media spend and uncover valuable optimization opportunities to reduce waste and drive better results. Named after the global epicenter of evidence-based marketing in southern Australia, Adelaide is headquartered in New York City. For more information, visit

About EssenceMediacom

EssenceMediacom is GroupM’s newest and largest agency, committed to delivering marketing breakthroughs for brands. Born out of two pioneering agencies, EssenceMediacom fuses Essence’s performance, data, analytics and creative technology DNA with MediaCom’s scaled multichannel audience planning and strategic media expertise. 

EssenceMediacom, with 10,000 people across 120 offices in 96markets, is one of the world’s leading communications specialists, with billings of more than US$21 billion (Source: COMvergence, 2021). Its global client roster includes adidas, Coca-Cola (TCCC), Dell, Google, Hasbro, Mars,NBC Universal, P&G, Richemont, Shell, Sony and Uber.


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