Adelaide Grabs Attention With $1.4M Funding and Industry Praise

Since Adelaide announced its $1.4M seed expansion, the company at the forefront of attention has been grabbing its fair share of its own.

AdExchanger's podcast, The Big Story, kicked off a recent episode with the news of Adelaide's funding, interviewing Eric Franchi of AperiamVentures, which led the investment round.

“If you look at companies in this space...Adelaide was really emerging as a clear leader,” Franchi said. “They checked all the boxes for us: team, vision, traction.”

On the traction point, Franchi highlighted that about half of “Fortune Future 50” companies already use Adelaide AU to measure media quality. “That’s a signal of a company that’s up to something very impressive,” he said, calling it “validation from some of the biggest marketers in the world.”

Adelaide AU is an omnichannel metric that predicts any media placement's probability of capturing attention and driving subsequent impact. Adelaide's machine-learning model, used to generate AU scores, combines eye-tracking data, device signals, and full-funnel outcome data. As highlighted by Franchi, many of the world's largest advertisers trust AU to inform smarter media investment decisions and help them achieve more efficient business outcomes.

AdExchanger Senior Editor Anthony Vargas also weighed in, saying Adelaide has differentiated itself as "an alternative to the status quo of addressing media quality” and as an antidote to standard metrics that incentivize bad practices. “Especially on the viewability piece. It's an easy metric to game by bad actors in the supply chain,” he added.

Vargas recently covered Adelaide's funding announcement extensively in a piece on AdExchanger, which drew additional coverage in Axios and VideoWeek.

Looking toward the future, Adelaide aims to become the most precise and reliable media quality currency. Marc Guldimann, Adelaide CEO and & co-founder, recently spoke about this topic and the next evolution of attention metrics on Marketecture Podcast.

"I think we'll start to see, in the next 18 months, the market shift from buyers using attention for arbitrage to actually starting to transact on them,” Guldimann said.

Here's a highlight from that interview. Or, you can subscribe to hear the full conversation.