Introducing Custom AU

Custom AU is Adelaide’s program for calibrating AU scores using a platform’s first-party data to create a version of AU that reflects the nuances of its unique environment with greater granularity. 

What It Is

Custom AU maps a partner’s proprietary signals—such as detailed placement telemetry, exposure, and outcome data—into AU’s predictive framework. The result: finer within-platform accuracy available for planning, targeting and measurement.

What It’s Not

This is not special treatment or a new standard. Partners provide data, and Adelaide applies the same methodology, guardrails, and outcome validation used in baseline AU.

Example: Uber Advertising

As covered by AdExchanger, Uber Advertising launched the first platform-specific in collaboration with Adelaide and Kantar. Uber’s owned surfaces feed first-party signals and Kantar brand lift results into its Custom AU model, producing Uber-calibrated AU scores tied directly to outcomes.

Get Involved

If you operate a platform or portfolio of surfaces, Custom AU is now available to AU Ecosystem partners. Adelaide will integrate your signals, align with outcome measurement, and calibrate AU using our standard independent framework so buyers gain a transparent view of your true media quality.