Adrian Lloyd.
ROAD Consultancy has entered into a partnership with Adelaide, a company focusing on attention-based media quality measurement and targeting.
As part of this partnership, ROAD Consultancy and Adelaide will focus on the application of Adelaide’s AU metric for pre-bid targeting.
This capability was introduced earlier this month and can now be applied through major demand-side platforms like The Trade Desk and Google Display & Video 360, allowing advertisers to better optimise their media spend by prioritising high-attention inventory.
Advertisers will now have the opportunity to avoid inventory that manipulates viewability scores through tactics such as made-for-advertising (MFA) sites and outstream video.
It comes a week after the newly launched consultancy partnered with Mantis Solutions, a company focused on brand safety and precise contextual advertising
Adelaide CEO and co-founder Marc Guldimann said his company is thrilled to partner with ROAD Consultancy to empower advertisers to make smarter investment decisions that lead to better outcomes.
“There’s a clear demand for outcome-driven media quality metrics in APAC, and we’re eager to meet it - Adelaide has officially arrived in Australia."
ROAD Consultancy co-founder Adrian Lloyd said Adelaide is revolutionising the way brands approach advertising by focusing on attention and media quality rather than viewability.
“This partnership aligns perfectly with our mission to elevate the APAC media industry, offering smarter solutions that challenge the status quo," he said.
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