AdTheorent, Adelaide partner for campaign optimization, measurement

AdTheorent Holding Company, and Adelaide announced a partnership enabling AdTheorent to utilize Adelaide’s attention-based metrics for campaign optimization and to quantify digital advertising campaign impact. Adelaide’s omnichannel AU metric is used for attention-based quality measurement across digital advertising campaigns. The AU score goes beyond viewability, using modeling to evaluate various qualifiers, including ad placement context, position, duration, business outcomes, and eye tracking. With access to Adelaide data, AdTheorent can use top attention-driving tactics to drive campaign performance across multiple formats and channels including display, online video, and connected television. In addition to AU scores, AdTheorent advertisers can gain insight into metrics such as Cost Per AU and Performance by Feature. Additionally, AdTheorent can utilize Adelaide measurement in conjunction with other studies, such as sales lift, brand awareness, and visitation, to determine the impact of attention-based metrics on business outcomes.