Adelaide Unveils Cutting-Edge Solutions for Streamlined Attention Measurement and Activation with Adobe
New York, United States; June 20, 2023 – Starting today, advertisers have the power to seamlessly measure and optimize programmatic campaigns using outcome-driven attention metrics. Adelaide has partnered with Adobe Advertising, the industry’s first end-to-end, independent platform for managing connected advertising across marketing and advertising customer journeys, to launch two advanced solutions: the first-to-market InstantAU, which enables advertisers to measure media quality with a single click, and attention-based pre-bid segments, designed to help advertisers secure the highest-quality inventory within their budgets. Available directly within Adobe’s demand-side platform (DSP), advertisers can leverage both solutions to ensure their programmatic campaigns drive efficient attention and outcomes.
InstantAU is a push-button solution that allows advertisers to apply Adelaide’s attention measurement tags to campaigns and creatives within Adobe Advertising. InstantAU not only simplifies the tagging process, but also enables Adobe to offer integrated reporting, making attention insights and trends readily available within the DSP’s reporting UI.
Attention-based prebid segments, grouped into high, medium, and low sets, represent varying levels of media placement quality. Advertisers can simply select the levels of media quality they’d like to focus their budgets on and secure higher-quality media dynamically.
Both solutions are informed by Adelaide’s 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. Adelaide has worked with dozens of brands to prove that AU-optimized media delivers better outcomes than legacy metrics like viewability. This past year, Adelaide published nearly 40 case studies demonstrating how AU has helped advertisers achieve an average of 31% upper-funnel and 56% lower-funnel lift compared to traditional metrics.
Executive Comments:
Greg Collison, Head of Product, Adobe Advertising: “Our partnership with Adelaide underscores the importance of innovation for media quality metrics in programmatic buying. We’re excited to offer advertisers a new way of measuring the value of an impression and more opportunities to prepare for cookie deprecation. Combined with connected advertising, InstantAU and AU-based pre-bid give advertisers a better understanding of the connection between consumer attention to ads and business outcomes.”
Marc Guldimann, Co-founder & CEO, Adelaide: “This groundbreaking integration with Adobe Advertising equips brands with the best of both worlds: seamless attention measurement at the click of a button and a simple path to activation. We are excited to help Adobe clients achieve superior outcomes by incorporating AU into their media planning and buying strategies straight out of the gate.”
About Adobe Advertising
Adobe Advertising is the industry’s first end-to-end, independent platform for managing connected advertising across marketing and advertising customer journeys. Our goal is to empower brands to take control of their data by delivering actionable insights that optimize connected customer relationships. Adobe Advertising's flexible paid media activation pathways, Experience Cloud integrations, Sensei-powered insights, and union of enterprise and publisher optimization across open and closed ecosystems enable advertisers to gain greater control of their global advertising spend and drive experience-led growth for their business.
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 adelaidemetrics.com.