Attention-based media measurement company Adelaide has announced a new round of seed funding led by business creation platform Human Ventures.
Adelaide measures attention for the purposes of media planning and buying. Its omnichannel media quality score, called AU, is built using machine learning and informed by attention metrics to predict business outcomes.
The company seeks to “replace viewability with a far more accurate measure that works outside of scrollable environments.”
CEO and founder of Adelaide, Marc Guldimann, stated that “this capital will allow us to service the needs of our agency and brand partners as we continue to refine AU to create the most precise metric to measure media quality.”
Guldimann has recently written for The Media Leader on the state of the attention economy.
Adelaide says that the funding will be used to accelerate the company’s geographic expansion by opening offices in Chicago and Los Angeles to expand its footprint. Additional investment will be focused on expanding the product by making AU available on demand-side platforms, supply-side platforms, media mix modeling, and other channels.
Adelaide also announced that in addition to the funding boost, Joe Marchese, general build partner at Human Ventures, will join the board. Before coming to Human Ventures, Marchese worked as an executive at 21st Century Fox, where he was president of advertising revenue for Fox Networks.
“Properly valuing human attention has always been core to media’s evolution, and the entire industry is at an inflection point,” says Marchese.
“The attention economy is about every human’s most valuable, non-renewable resource: their time. That makes attention to every company’s employees, customers, and partners the most valuable resource as well and in a market where everything is tightening, it has never been more important for advertisers to understand the quality of their media.”