Adelaide has introduced the AU Ecosystem, integrating its attention unit (AU) metric into a centralized marketplace for media transactions. This initiative allows buyers and sellers to focus on media quality, guided by over 40 premium publishers like The New York Times and Spotify. Founder Marc Guldimann aims to develop a new currency for measuring ad effectiveness by assessing not just reach, but the quality of that reach, thereby enhancing advertising transactions and fostering better standards in the industry.
"The vision is to create a new currency," Guldimann said. "Gross rating points measure who you're reaching. AU measures how well you're reaching them."
"The rollout is the latest milestone in a years-long project of coalition-building, during which Adelaide has worked to educate and promote adoption of AUs among buy-side parties like brands and agencies."
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