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Adelaide Partners with Magnite, PubMatic, TRUSTX, Sovrn, Xandr, Google Display & Video 360, and Other Supply-side Partners to Launch the Industry’s First High Attention Marketplaces Worldwide

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New York, United States; March 7, 2023 – Adelaide, a leader in attention metrics, has announced the launch of global High Attention Markets in partnership with Google Display & Video 360, Xandr, part of Microsoft Advertising, Magnite (Nasdaq: MGNI), PubMatic (Nasdaq: PUBM), Teads, Sovrn, TRUSTX, and Sharethrough.

This groundbreaking initiative enables advertisers worldwide to programmatically access curated marketplaces of high-attention inventory across nearly 5 trillion monthly impressions in 20+ countries.

Regardless of market, all High Attention Markets are curated using Adelaide’s proprietary Attention Unit (AU), an omnichannel media quality metric that predicts a placement’s probability of driving attention and subsequent impact. AU is generated by a machine learning algorithm trained to proxy full-funnel business outcomes from awareness to sales.

Working with dozens of advertisers, Adelaide has proven that high-AU media delivers 20-80% better performance than standard viewable media. This past year, we conducted a meta-analysis of nearly 40 case studies demonstrating how AU has helped brands achieve an average of 31% upper-funnel and 56% lower-funnel lift compared to traditional metrics.

The first campaigns to use high-attention auction packages by Colgate on PubMatic drove a 40% increase in media quality versus standard media.

The PMPs used for High Attention Markets can be accessed from seats on all major demand-side platforms (DSPs). Additionally, Google Display & Video 360, Xandr, and MediaMath have curated high-AU inventory marketplaces.

Initial channels available include display and online video (OLV). Many SSPs also offer custom high-attention marketplaces with additional audience or contextual configurations.

Comments from Executives:

Ashish Mahajan, Xaxis, Global Practice Lead, Video- “We have worked with Adelaide for over 18 months to provide meaningful insights and optimization opportunities to our clients across the globe. We are now excited to extend this partnership which will help us scale the solution to even more markets and clients globally. By creating a specially curated high attention marketplace powered by Adelaide’s pre-bid technology, we are able to offer guaranteed attention-based outcomes across our premium omnichannel supply, including online video, CTV, pre-roll and premium app inventory.”

Ed McElvain, Mediahub, EVP Director of P3- "AU has emerged as a new standard metric for Mediahub's evaluation of media quality, linked to positive outcomes across more than a dozen of our clients."

Kaspar Raigla, Xandr, Director of Sales- “Adelaide has established a unique position in the measurement ecosystem, offering a trusted attention metric which charts a path forward for an increasingly fragmented and unidentifiable internet. We’re excited to work closely with Adelaide on our curation platform to maximize the value of high-impact attention metrics paired with the scale of Xandr’s premium omnichannel marketplace. Together we will drive better outcomes for buyers and sellers.”

Kristen Williams, Magnite, SVP of Strategic Partnerships- "Our global integration with Adelaide is one of the ways we are providing advertisers with attention insights and measurement to help them achieve greater impact across their omnichannel campaigns. By mapping Adelaide's high-attention markets across our inventory, buyers can access high-performing supply at scale. We look forward to working closely with the Adelaide team to expand into additional formats to drive better full-funnel business outcomes."

Ron Amram, Mars, Sr. Director, Global Media- “It’s critical for advertisers to have strong quality measures for programmatic inventory that are correlated with business success. Measurement and activation augmented by attention signals has the potential to elevate the effectiveness of biddable media for brand campaigns, so this announcement of global high AU markets is an easy win for marketers.”

Sam Marc, PubMatic, Sr. Director, Addressable Solutions- “Advertisers want their media spend to work harder and smarter worldwide. We’ve seen great interest from buyers to tap into what we’re building together since launching the world's first programmatic marketplace curated with Adelaide attention metrics. This expansion will make these high-quality audience and inventory packages available to our leading advertisers worldwide.”

Neala Brown, Teads, SVP, Strategy & Insights, North America- “Adelaide’s AU is a perfect complement to our accelerated focus on attention metrics and commitment to high-quality environments, on the heels of last year’s launch of Teads Attention Program. This expanded partnership, which also extends to our new CTV offering, further fuels our clients in driving favorable business outcomes across every screen.”

Teri Gallo, IPG, Global GM Kinesso Marketplace- “The ability to validate customer engagement and quality against media investment is crucial for our clients. AU’s evidence-based measurement gets us there. We are excited to extend our partnership with Adelaide to clients across the globe.”

Marc Guldimann, Adelaide, Founder & CEO- “Today’s announcement is an important step towards making AU available globally and furthering our commitment to helping advertisers measure and activate attention metrics with as little friction as possible. I want to thank all of our agency and platform partners for their efforts in launching the world’s first global attention marketplace to meet the market’s burgeoning demand for programmatic activation.”

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

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