Following the successful launch of ROAD, co-founders Adrian Lloyd and Rowan Williams have announced their next major milestone: an exclusive strategic partnership with Adelaide, a pioneer in attention-based media quality measurement and targeting.
This collaboration marks Adelaide’s expansion into the APAC region, supporting both global and local brands and agencies as they shift toward attention-based targeting and move beyond traditional metrics such as viewability.
Advertisers will now have the opportunity to avoid inventory that manipulates viewability scores through tactics such as made-for-advertising (MFA) sites and out-stream videos.
“We’re thrilled to partner with ROAD Consultancy to empower advertisers to make smarter investment decisions that lead to better outcomes,” said Marc Guldimann, CEO and co-founder of Adelaide. “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!”
“Adelaide is revolutionising the way brands approach advertising by focusing on attention and media quality rather than viewability,” said Lloyd. “This partnership aligns perfectly with our mission to elevate the APAC media industry, offering smarter solutions that challenge the status quo.”
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 optimize their media spend by prioritizing high-attention inventory.
Adelaide’s AU is a cutting-edge omnichannel metric designed to help advertisers identify and target the highest quality media, maximizing ad performance and full-funnel business outcomes.
“The expansion of Adelaide into the APAC region signals a new era of innovation in our market, and we are thrilled to play a key role in this journey,” said Williams.