Teads the omnichannel outcomes platform, today announced the expansion of its partnership with Adelaide, the leader in attention-based media quality measurement. The integration brings Adelaide's AU metric, which predicts a placement's likelihood of capturing attention and driving outcomes, directly into Teads Ad Manager (TAM), enabling advertisers to measure, analyze, and optimize campaigns for media quality in real time across both web and CTV InStream formats.
Through this platform integration, advertisers can activate Adelaide measurement with a single click and view real-time AU data alongside standard delivery metrics such as viewability, video views, and click-through rates. Reporting includes detailed breakdowns by ad format, device, and placement. Additionally, Teads' Attention Threshold optimization feature can be used to set an AU floor, automatically filtering out low-attention inventory to improve campaign efficiency and performance.
"Our priority is to give advertisers frictionless access to the industry's leading media quality metrics directly within our platform," said Neala Brown, Global Head of Data, Measurement, and Insights at Teads. "By natively embedding Adelaide's AU metrics and automated optimization capabilities into Teads Ad Manager, we are empowering our clients to eliminate media waste and maximize campaign effectiveness across web and CTV inventory at scale."
"To move the industry forward, media quality measurement must be both accessible and actionable," said Marc Guldimann, CEO and Co-founder of Adelaide. "This partnership gives Teads advertisers the ability to evaluate media quality in real time and automatically optimize toward higher-AU inventory. By bringing an outcome-trained quality signal directly into optimization, we're helping brands invest in inventory that is more likely to deliver meaningful business results."
The integration delivers a richer view of media quality and attention potential, with granular, real-time visibility into how campaigns perform across both web and CTV InStream formats, broken down by format, device, and placement. It enables more accountable media decisions, with Adelaide AU reported alongside standard metrics like viewability, video views, and CTR directly within Teads Ad Manager to help eliminate media waste and connect exposure with quality. It also provides a stronger foundation for quality-based optimization, allowing advertisers to activate automated Attention Threshold optimization to set an AU floor, filter out low-attention inventory, and prioritize placements that are more likely to drive full-funnel business outcomes.
Adelaide AU measurement is available globally in Teads Ad Manager (TAM).
About Adelaide
Adelaide is the leader in attention-based media quality measurement. Our mission is to bring increased transparency and fairness to advertising by supplying the market with a precise, omnichannel media quality metric connected to business outcomes. Adweek has called Adelaide's AU "the attention economy's most widely recognized metric." Proven to predict full-funnel outcomes more accurately than any existing metric, AU helps the world's largest brands make smarter investment decisions, activate attention data programmatically, and drive better performance. Adelaide is named after the global epicenter of evidence-based marketing in southern Australia and headquartered in New York City.
About Teads
Teads Holding Co. (“Teads”) is a leading omnichannel advertising platform focused on driving outcomes for brand and performance advertisers across screens. With a focus on meaningful business outcomes for full funnel objectives, Teads drives value by leveraging predictive AI technology to connect quality media, beautiful brand creative, and context-driven addressability and measurement. Teads is directly partnered with more than 10,000 publishers and 20,000 advertisers globally. The company is headquartered in New York, New York, with a global team of around 1,700 people in 30+ countries.
