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Adelaide and Mediahub Launch First-ever Media Attentiveness Training Program

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New York, US — In partnership with Mediahub Worldwide, Adelaide, the leader in attention-based media quality measurement, has launched Adelaide Attention Academy, the first media training program centered around attention.

A long-time attention measurement pioneer, Mediahub views agency-wide education as the key to integrating attention metrics into the core of their media buying and planning practice. The training series—currently only available to Mediahub employees—builds on the broader strategic partnership announced in February, which gives Mediahub clients access to proprietary tools and data co-developed with Adelaide.

The Attention Academy curriculum covered a broad range of fundamental attention topics, including:

During the five-week course attended by 130+ Mediahub advertising professionals, company leaders shared use cases highlighting how they are using attention metrics to solve measurement challenges and drive incremental business outcomes.

Today, Adelaide and Mediahub are pleased to award the first round of Attention Measurement Certificates through Mediahub’s university program.

Comments from Executives:

“Developing the Attention Academy with Adelaide has expanded our organization’s expertise in consumer attentiveness to media, as well as operationalized our partnership with Adelaide and enhanced our teams’ ways of working,” said Ed McElvain, EVP, Director of P3, Mediahub Worldwide. “We’ve equipped our teams with the tools they need to better understand the media landscape and leverage Adelaide’s AU to make better media investment decisions and maximize performance.”

“The Mediahub team continues to be a trailblazer in the attention measurement space. It was exciting to see so much engagement from their teams around the promise of AU,” said Marc Guldimann, CEO of Adelaide. “Congratulations to those who earned their certifications; we can’t wait to see how you use these learnings to innovate in measurement and drive better outcomes for your clients.”

For more information contact:

Kaitlin Nizolek, Marketing Director, Adelaide

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 About Mediahub Worldwide

Mediahub is a global media planning and buying company with over 900 employees worldwide. We are an award-winning agency built for challenger brands or companies who are disrupting the status quo and want a media agency that disrupts the norms of media. Our smart and nimble organization consists of key verticals including I+A (Insight + Action comms group), P3 (programmatic, search and social group), and our creative media group, the R+D (Radical + Disruptive) Lab, which specializes in working with avant-garde media partners to develop ideas that consumers seek out, share and talk about.

Mediahub was named Adweek’s 2018 U.S. Media Agency of the Year and Ad Age’s 2019 and 2020 Media Agency of the Year. Mediahub is one of the three major Interpublic media agencies (NYSE: IPG) and as a result is powered by the buying and intelligence power of Magna Global and the data and tech backbone of Kinesso. For more information, visit us at or follow @MediahubWW.

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