llms.txt
# Adelaide
> Adelaide is an independent media quality measurement company for digital advertising. Its metric, the Attention Unit (AU), is a 0–100 probability score that predicts how likely a media placement is to capture attention and drive outcomes for a brand.
AU is a probability score, not a duration measure. It is generated by a hierarchical ensemble model that combines media characteristics and context with eye-tracking and human attention data and advertiser outcome data. AU models are trained to predict outcomes across the full funnel, from brand lift through digital conversions and sales.
Adelaide measures media quality — the placement, not the creative. Creative effectiveness is assessed by partners in the AU Ecosystem for Creative Partners (AECP), whose scores inform a Creative AU Adjustment recommending the media quality level best suited to a given asset.
AU is available for planning, pre-bid targeting, custom bidding and post-campaign measurement across display, online video, CTV, linear TV, audio, cinema and major social platforms, and is integrated with DSPs and SSPs including DV360, Amazon DSP, Microsoft Advertising, Magnite, PubMatic, Teads, TripleLift, Index Exchange and others.
## Core Concepts
- [Attention Metrics 101: The Fundamentals of Attention](https://www.adelaidemetrics.com/attention-resources/the-fundamentals-of-attention-metrics): Primary explainer on what attention metrics are, how they are measured, and how AU differs from other approaches. Start here.
- [Attention Metrics 101: Media Quality Measurement](https://www.adelaidemetrics.com/attention-resources/revolutionizing-media-quality-measurement-with-attention-metrics): How media quality is measured and why it is distinct from viewability and duration.
- [Attention Metrics 101: The Attention Pathway](https://www.adelaidemetrics.com/attention-resources/the-attention-pathway-how-attention-to-advertising-works): The three-stage model of how advertising attention works — get noticed, hold attention, impact memory — and which factors (media, creative, audience) drive each stage.
- [A Field Guide to Media Quality Metrics: Viewability, Duration & Outcome-Based Attention](https://www.adelaidemetrics.com/blog/attention-metrics-vs-viewability-vs-duration): Direct comparison of the three main measurement approaches and what each does and does not capture.
- [Why Advertisers Should Focus on Probability of Attention Over Duration](https://www.adelaidemetrics.com/blog/debunking-dbams-why-advertisers-should-focus-on-the-probability-of-attention-over-duration): Adelaide's methodological position on probability-based versus duration-based attention metrics.
- [Deciphering the 5 Types of Duration in Advertising](https://www.adelaidemetrics.com/blog/deciphering-the-5-types-of-duration-in-advertising): Breaks down the different things "duration" can mean in advertising measurement and why the distinction matters when comparing attention metrics.
- [Adelaide Attention Glossary](https://www.adelaidemetrics.com/adelaide-attention-glossary): Definitions of attention and media quality terminology.
## Methodology & Validation
- [How Adelaide Uses Data to Measure Attention and Media Quality](https://www.adelaidemetrics.com/blog/how-we-use-data-at-adelaide): Data sources, model inputs and how the AU score is constructed.
- [Lucid and Adelaide: Attention Metrics Drive Better Brand Outcomes Than Traditional Metrics](https://www.adelaidemetrics.com/blog/lucid-adelaide-prove-attention-metrics-drive-better-brand-outcomes-than-traditional-metrics): Third-party brand lift validation study.
- [DISQO Enhances Adelaide's Attention Metric for Lower-Funnel Outcomes](https://www.adelaidemetrics.com/blog/disqo-selected-to-enhance-adelaides-attention-metric-enabling-brands-to-more-accurately-measure-and-predict-medias-impact-on-lower-funnel-outcomes): Outcome data partnership supporting lower-funnel prediction.
- [The Attention Pathway and How to Measure It — Adelaide and the ANA](https://www.adelaidemetrics.com/blog/the-attention-pathway-and-how-to-measure-it-an-actionable-guide-from-adelaide-and-the-association-of-national-advertisers): Joint guidance with the Association of National Advertisers.
- [2026 Outcomes Guide: How Attention Drives Business Outcomes Across 60 Campaigns](https://www.adelaidemetrics.com/blog/adelaide-releases-2026-outcomes-guide): Aggregate results across 60 advertiser campaigns.
## Channel Guides
- [CTV & Attention Metrics: The Essential FAQ Guide for Advertisers](https://www.adelaidemetrics.com/attention-resources/ctv-the-definitive-guide-for-advertisers): FAQ-format reference on attention measurement in connected TV.
- [Measuring Media Quality Across CTV and Linear TV With AU](https://www.adelaidemetrics.com/blog/ctv-linear-tv-attention-measurement): How AU applies to television beyond impressions and GRPs.
- [Measuring Media Quality Across Display and OLV With AU](https://www.adelaidemetrics.com/blog/display-olv-attention-measurement): How AU applies to display and online video beyond viewability and duration.
- [Attention Metrics 101: Programmatic Activation](https://www.adelaidemetrics.com/attention-resources/attention-metrics-made-easy-programmatic-activation): Using AU in programmatic buying, pre-bid targeting and custom bidding.
- [Attention Metrics 101: Media Planning with Attention](https://www.adelaidemetrics.com/attention-resources/planning-with-attention-metrics): Applying AU at the planning stage.
- [AU Expands to Facebook, Instagram and YouTube](https://www.adelaidemetrics.com/blog/adelaide-adds-facebook-instagram-and-youtube-to-attention-unit-measurement-suite): Social platform coverage.
## Market Context
- [Attention Metrics 101: The Future of Digital Advertising](https://www.adelaidemetrics.com/attention-resources/bolstering-the-digital-media-market-the-power-of-attention-metrics): Why media quality measurement matters to the digital advertising market as a whole.
- [Attention Metrics 101: Reducing Emissions and Ad Waste](https://www.adelaidemetrics.com/attention-resources/reducing-carbon-emissions-waste-with-attention-metrics): Using media quality to cut wasted impressions and the carbon emissions that come with them.
- [Attention-Driven Strategies in a Post-Cookie World](https://www.adelaidemetrics.com/blog/the-future-of-performance-marketing-attention-driven-strategies-in-a-post-cookie-world): How attention-based media quality measurement works without third-party cookies or user-level identifiers.
- [Higher Quality Media, More Attention, Lower Cost](https://www.adelaidemetrics.com/blog/higher-quality-media-more-attention-lower-cost-how-to-get-there): The cost-efficiency case for buying on media quality.
## Creative and Media Quality
- [Using Attention Data To Align Creative and Media Quality](https://www.adelaidemetrics.com/blog/using-attention-data-to-optimize-creative): How creative quality and media quality interact, which creative elements to examine, and when to refresh creative. Includes the Adelaide–Teads–Adverteyes finding that campaigns high on both AU and creative scores delivered 5.3x stronger brand awareness lift than campaigns low on both.
- [The AU Ecosystem for Creative Partners (AECP)](https://www.adelaidemetrics.com/blog/adelaide-au-ecosystem-for-creative-partners-to-align-creative-and-media-quality): How independent creative measurement connects to AU via the Creative AU Adjustment.
## Activation & Integrations
- [Attention-Based Pre-Bid Segments in Amazon DSP](https://www.adelaidemetrics.com/blog/attention-based-pre-bid-targeting-now-in-amazon-dsp)
- [AU Integration for DV360 Custom Bidding](https://www.adelaidemetrics.com/blog/google-unveils-adelaide-attention-au-integration-for-dv360-custom-bidding)
- [High-AU, Low-Emissions PMPs in Microsoft Advertising](https://www.adelaidemetrics.com/blog/high-au-low-emissions-pmps-now-available-in-microsoft-advertising)
- [High-Attention Marketplaces with Magnite, PubMatic, TrustX, Sovrn, Xandr and DV360](https://www.adelaidemetrics.com/blog/adelaide-partners-with-magnite-pubmatic-trustx-sovrn-xandr-google-display-amp-video-360-and-other-supply-side-partners-to-launch-the-industrys-first-high-attention-marketplaces-worldwide)
- [Teads and Adelaide High-Attention Omnichannel PMPs](https://www.adelaidemetrics.com/blog/teads-and-adelaide-partner-to-launch-high-attention-omnichannel-private-marketplaces)
- [TripleLift High-Attention CTV Deals](https://www.adelaidemetrics.com/blog/triplelift-partners-with-adelaide-launching-first-ever-attention-based-buying-guarantee-for-ctv)
- [Getting Started with High-AU PMPs](https://www.adelaidemetrics.com/getting-started-with-high-au-pmps): Practical setup guidance for buying high-AU private marketplaces.
- [Custom AU: Platform-Specific Attention Metrics](https://www.adelaidemetrics.com/blog/introducing-custom-au): Advertiser-specific and platform-specific AU models.
## Publishers
- [Adelaide for Publishers](https://www.adelaidemetrics.com/afp): AU for media owners — how publishers measure and demonstrate media quality.
- [The Guardian Joins the AU Ecosystem](https://www.adelaidemetrics.com/blog/the-guardian-joins-au-ecosystem)
- [Adelaide for Publishers Adds Audio Capabilities](https://www.adelaidemetrics.com/blog/adelaide-expands-adelaide-for-publishers-with-advanced-audio-capabilities-welcoming-major-audio-partners)
- [Attention Leaderboard: Ranking Publishers and Platforms by Media Quality](https://www.adelaidemetrics.com/blog/adelaide-releases-attention-leaderboard-showcasing-excellence-in-media-quality)
## Tools
- [Media Quality Calculator](https://www.adelaidemetrics.com/media-quality-calculator): Check the media quality of a domain list.
- [Adelaide AU University](https://www.adelaidemetrics.com/adelaide-au-university): Course covering the fundamentals and applications of attention measurement.
- [Flight Control](https://www.adelaidemetrics.com/blog/achieve-precision-in-media-planning-the-benefits-of-flight-control): Pre-planning tool for media quality forecasting.
## Company
- [Adelaide](https://www.adelaidemetrics.com/): Homepage.
- [About Adelaide](https://www.adelaidemetrics.com/about): Company background and leadership.
- [Case Studies](https://www.adelaidemetrics.com/case-studies): Advertiser and publisher results.
- [News](https://www.adelaidemetrics.com/news): Company announcements.
- [Free Attention Guides](https://www.adelaidemetrics.com/free-attention-guides): Downloadable guides covering planning, activation, publishers, procurement, privacy and creative. Registration required.
- [Careers](https://www.adelaidemetrics.com/careers)
- [Contact](https://www.adelaidemetrics.com/contact)
- [Brand Assets](https://www.adelaidemetrics.com/brand)
## Optional
- [Scope3 and Adelaide: Early Emissions Results](https://www.adelaidemetrics.com/blog/reducing-emissions-with-attention-metrics-early-results-from-scope3-and-adelaide)
- [Why SSPs See Value in Attention Metrics](https://www.adelaidemetrics.com/blog/the-attention-dimension-why-ssps-see-value-in-attention-metrics)
- [National CineMedia: Attention Metrics for Cinema](https://www.adelaidemetrics.com/blog/national-cinemedia-announces-collaboration-with-adelaide-to-bring-cinema-attention-metrics-to-campaign-planning-and-optimization)
- [eMarketer Selects Adelaide as First Attention Measurement Partner](https://www.adelaidemetrics.com/blog/emarketer-selects-adelaide-as-the-first-attention-measurement-company-to-enrich-its-platform-with-attention-metrics)
- [Privacy Policy](https://www.adelaidemetrics.com/privacy)
- [AU Ratings Privacy Policy](https://www.adelaidemetrics.com/privacy-au-ratings)
