Attention measurement startup Adelaide raises $7 million

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Adelaide, an attention-based media quality measurement startup, announced a $7 million round of seed funding led by Human Ventures.

The company had raised $2 million from a group of angel investors in July 2021. The latest funding brings the total amount raised to date to $9.5 million. 

In addition to the seed funding, Joe Marchese, general build partner at Human Ventures, will join the board. Human Ventures has its first stake in the attention economy with its investment in Adelaide, whose clients include Mars, NBA, Microsoft, Anheuser Busch, Coca-Cola, and Visa.

“Properly valuing human attention has always been core to media’s evolution, and the entire industry is at an inflection point,” said Joe 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 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.”

Adelaide’s multi-channel media quality score, called AU, evaluates hundreds of attention signals to quantify media quality across channels and is used at all stages of media planning and purchasing. Adelaide says its vision for AU is to replace viewability with a much more accurate metric that works outside of scrollable environments and has proven to deliver 40-80% improvement in results for brand advertisers.

The company plans to use the funding for geographic expansion, with new offices in Los Angeles and Chicago. The funding will also be used to make AU available in demand-side platforms (DSPs), supply-side platforms (SSPs), media mix modelling (MMM), and other channels. 

“The future of the attention economy will require a new generation of transparency to capture attention measurement,” says Marc Guldimann, CEO & co-founder at Adelaide. “This capital will allow us to serve the needs of our agency and brand partners as we continue to refine AU to create the most precise metric to measure media quality.”

In December 2021, contextual intelligence company GumGum acquired attention measurement and optimization platform Playground xyz for an undisclosed sum. 

Written by Sophie Blake


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