Attention Metrics Specialist Adelaide Opens in London

New York-based real-time media attention measurement specialist Adelaide has opened an office in London, to support brands and agencies across the UK and EMEA regions. The office will be led by former Oracle Advertising exec, Ed Bristow.

Adelaide's omnichannel metric, AU, measures an ad's likelihood to attract attention. The tool's algorithm evaluates thousands of media signals, eye-tracking data, and outcome data, to generate a quality score for each ad placement.

Bristow (pictured) joins the new London office as Commercial Director, EMEA, having most recently served as Client Development Director, Publishers & Platforms at Oracle Advertising. Before this, he held leadership positions at Oracle, MindProber, and GWI, driving new business partnerships and retention with global media owners, brands, and agencies. Adelaide says that Bristow has the 'unique mix of entrepreneurial, measurement, and innovation experience' needed to bring new metrics to the market.

Marc Guldimann, CEO and co-founder, comments: 'We've seen growing demand from brands in EMEA for attention measurement and optimisation. Ed is the perfect person to lead this charge given his deep understanding of the measurement space, knowledge of our clients' needs on both the buy- and sell-side, and experience scaling a business unit.'

Web site: www.adelaidemetrics.com .