For years, programmatic advertising has promised to use the power of data and technology to make media buying more efficient. But that premise has been more about matching ads to consumers, and less about ensuring advertisers are bidding for inventory that people will actually see.

Adelaide works by using eye-tracking data from vendors and running their own studies to train an algorithm on the probability of someone looking at an ad and then assigning the inventory a score, between 0 and 100, based on this assessment.

The company’s founder and CEO Marc Guldimann said the kind of media that scores highly with Adelaide’s metric, dubbed Attention Unit (AU), is the kind that advertisers already prefer.

Read more:

Perloff, C. (2023, March). Audi, Mars, Nespresso Embrace Ad Effectiveness With New Attention Metrics. AdWeek. https://www.adweek.com/programmatic/audi-mars-nespresso-embrace-ad-effectiveness-with-new-attention-metrics/