Adelaide Partners Given AEOP Designation

In New York, attention-based media quality measurement firm Adelaide has launched a new program recognizing survey and outcome partners whose data can be matched directly to AU, its omnichannel media quality metric.

Adelaide's name is a tribute to the South Australian city which the firm says is 'the global epicenter of evidence-based marketing' - however the company is headquartered in New York City. Adelaide's AU metric evaluates thousands of signals to predict attention, and help advertisers understand media quality across their entire spend. In 2024 it acquired European insights app and personal data marketplace Rita, enhancing its measurement models with deterministic behavioural data, ad exposure and outcomes data.

The new AU Ecosystem for Outcome Partners (AEOP) sets a common standard for the granularity of outcome data, to help advertisers assess providers' ability to connect exposures and outcomes to AU. Attaining the standard will mean clients of a research firm can expect clarity on what a study will deliver before it is commissioned; receive insight into why a campaign worked, in terms of the success of particular channels, partners and domains; optimize campaigns in-flight; and use Adelaide's proprietary power curves to enhance their media planning.

AEOP launch partners include Cint, Dynata, MX8 Labs and Upwave - Adelaide says these partners provide granular campaign data that can be 'precisely matched' with AU. The latest move follows the July launch of the AU Ecosystem for Creative Partners, which highlights partners that can pair creative quality insights with AU data. Between them, they now form an ecosystem spanning 87 companies across publishers, platforms, creative partners, and measurement providers.

Marc Guldimann (pictured), CEO and co-founder of Adelaide, comments: 'Outcome studies are only as actionable as the data behind them. Advertisers need to understand which aspects of their media contributed to performance, and AEOP points them to partners equipped to provide that depth of analysis. Connecting outcome data with AU shows how brand and sales results vary with media quality, giving advertisers a stronger basis for planning and investment decisions.'

The company is online at www.adelaidemetrics.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.