Adelaide, the leader in attention-based media quality measurement, announces Flight Control, a planning tool that helps advertisers identify the optimal levels of media quality to drive consistent and predictable campaign performance. 

Launch partners include Adlook, Adobe Advertising, Captify, Emodo, Illuma, InMobi, Kargo, Magnite, Media.net, MobileFuse, Mobkoi, News UK, OpenX, OCM Media, Picnic, Reticle, PubMatic, Seedtag, Sharethrough, Smartifai, Teads, TripleLift, Undertone, ViralGains, Wunderkind, Yahoo, and media agencies GroupM, Havas Media Network, IPG Mediabrands, Omnicom Media Group, and Publicis Media.

Flight Control uses Adelaide’s attention-based media quality metric, AU, to enumerate quality thresholds. AU is the attention economy’s most popular metric, selected by leading DSPs and SSPs as their preferred attention metric. 

How Flight Control works: Flight Control helps answer one of the most common questions advertisers ask Adelaide: What’s the ideal target AU for this campaign?

Within the Flight Control dashboard, marketers input three criteria:

1. Outcome type - upper, middle, or lower-funnel outcomes 
2. Category - advertiser vertical
3. Channel - medium (e.g., display, OLV)

Flight Control then produces a target AU. Media below the recommended AU floor can be reduced or avoided altogether to increase campaign efficiency. By implementing minimum AU thresholds, advertisers have seen significant results: on average, conversion metrics have increased by 59% and brand lift metrics by 50%.

The market is taking off with Flight Control: Agencies are integrating Flight Control calculators into their proprietary planning tools. 

Parvati Vaish, SVP, CSA at Havas Media Network, said, “Flight Control ensures we start every campaign with clear and quantifiable targets for media quality and meaningfulness. At Havas Media Network in the US, we’ve customised Flight Control, building the Meaningful AU into our planning tools, with connected systems for a clear line through to activation.”

Sean Muzzy, global president of Kinesso, said, “At Kinesso, we’re excited to build on top of Adelaide’s AU metric and Flight Control. This underscores our commitment to leveraging cutting-edge technology and data-driven insights to deliver better outcomes. By integrating our advanced capabilities with Flight Control, we can actively manage supply and media quality, as well as bring attention metrics into our planning and optimisation solutions for clients globally."

Launch agencies have access to custom Flight Control dashboards starting today. Interested marketers should contact attention specialists within their agency or Adelaide for access. 

Ashish Mahajan, global head of video solutions at GroupM Nexus, said, “AU is an integral part of how we plan, measure, and optimise campaigns at Nexus. Flight Control data has served as the foundation for custom attention planning tools that enable us to buy the right amount of — instead of the most — attention and maximise value for our clients.”

Caroline Hugonenc, SVP of research & insights at Teads, said, “After proving the connection between AU and full-funnel outcomes, we are planning to integrate the AU metric into our platform so that we can monitor it more efficiently for our clients. Flight Control represents a big step in our mission of making it easy for our clients to access premium media placements and maximise the rentability of their media investment.”

Programmatic partners are using Flight Control to inform custom algorithms and curate media via pre-bid segments and private marketplaces (PMPs). 

Andrew Baron, PubMatic’s SVP of marketplaces & Addressability, said, “We're thrilled to deepen our collaboration with Adelaide and see how a new innovative tool can empower our clients to effortlessly plan and buy high-attention media. Our continued partnership underscores our commitment to delivering quality ad experiences while maximising value for consumers, brands, and publishers.”

Product Details

• AU recommendations are specific to the channel selected
• Flight Control leverages data from billions of impressions and hundreds of campaigns
• The initial release of Flight Control supports web display and online video (OLV)

Adelaide

Adelaide is a leader in the rapidly growing field of evidence-based media quality measurement. Adelaide’s attention-based metric, AU, helps advertisers make better media investment decisions. AU is an omnichannel metric that evaluates thousands of ...

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