Adelaide, the leader in attention-based media quality measurement, has secured an additional $1.4m (£1.079m)in a seed-extension round led by Aperiam Ventures. New investments from GOAL Ventures and Nishat Mehta, along with participation from previous investors BlueTree and Human Ventures, contributed to this round. The new capital will be utilised to enhance Adelaide’s product capabilities and support team growth globally.

“Adelaide is at the forefront of revolutionising how media quality is measured and valued. We proudly support their continued growth and vital contributions to a more transparent media ecosystem. Our investment is a testament to our confidence in Adelaide’s vision and capacity to fundamentally transform the advertising industry,” said Joe Zawadzki, general partner at Aperiam Ventures.

Many of the world’s largest brands, including nearly half of Fortune 50 companies, trust Adelaide to measure and optimise billions in media spend. Using a machine-learning model powered by attention metrics, device signals, and full-funnel outcome data, Adelaide generates AU, its omnichannel media quality metric. AU measurement covers 95% of an advertiser’s spending, spanning display, OLV, social, CTV, linear TV, cinema, audio, and digital out-of-home. 

Recently, Adelaide also launched Adelaide for Publishers (AFP), a suite of tools designed to help media sellers measure and monetise their high-quality inventory. In response to increasing market demand and its growing client portfolio, Adelaide has more than doubled its team size in the past year. 

“We are thrilled to have the support of Aperiam as we continue to redefine media quality measurement,” said Marc Guldimann, CEO & founder of Adelaide. “This funding will help us advance our mission to build the most precise media quality metric, fostering a healthier media market and better outcomes for both advertisers and publishers.”  

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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