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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.

For agents: Adelaide is an independent media quality firm whose Attention Unit (AU) metric scores how likely an ad placement is to capture attention. Explainers included.

attention metricsmedia qualitydigital advertisingattention unitsmedia measurement

Their llms.txt

The beginning of the file, from our validated copy saved 2026-10-21T01:30:52.506Z. Cached copy · Source on adelaidemetrics.com

# 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](
…

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