Adelaide Wins Big at 2024 AdExchanger Awards
At the AdExchanger Awards Gala, we took home two prestigious awards: Most Innovative Measurement Approach and Best Measurement or Analytics Capability. We're honored—and, admittedly, more than a little excited that our AU metric is getting the recognition it deserves for advancing media quality measurement.
Most Innovative Measurement Approach With Diageo & PHD
In a groundbreaking collaboration with Diageo and PHD, we applied tagless AU measurement to Diageo’s entire Q4 spend on Amazon’s retail media platform—the first time attention metrics were used to measure on-Amazon inventory in Germany. Our goal was to understand how Diageo’s media investment translated into sales across multiple brands, from aperitifs and vodka to non-alcoholic beverages. This study also marked the first exploration of attention’s influence in retail media and e-commerce environments.
Key Finding: By improving attention with AU, Diageo could increase sales by 2–5x and boost Return on Ad Spend (ROAS) across all brand categories.
Watch our presentation at MAD//Fest to learn more about our work with Diageo, PHD, and Amazon DSP.
Best Measurement or Analytics Capability
Adelaide AU is transforming how advertisers and publishers measure, value, buy, and sell media. Covering 95% of an advertiser’s investments, campaigns optimized with AU deliver an average lift of 40% in upper-funnel metrics and 53% in lower-funnel performance. This consistent performance has led to its adoption by 40% of Fortune 50 companies.
This past year, our team has achieved several significant milestones:
- Launched Adelaide for Publishers with The New York Times and expanded AFP to support audio publishers
- Expanded AU measurement to include cinema, audio, and digital out-of-home (DOOH)
- Introduced Flight Control, a pre-planning tool that helps advertisers determine the optimal AU for their KPIs
- Simplified AU activation through partnerships with most programmatic platforms, including our recent launch of AU Pre-Bid Segments with The Trade Desk
- Became the first attention measurement company to publish benchmarks on eMarketer
These accomplishments underscore our dedication to precision and innovation, paving the way for industry-wide change and future advancements.
Interested in leveraging AU on your next campaign? Connect with our team.