Teads Integrates Adelaide Attention Metrics into Ad Manager
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).
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Teads, the omnichannel outcomes platform, has announced the expansion of its partnership with Adelaide, the company 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, analyse, and optimise 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.
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Additionally, Teads’ Attention Threshold optimisation 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 optimisation capabilities into Teads Ad Manager, we are empowering our clients to eliminate media waste and maximise campaign effectiveness across web and CTV inventory at scale.”
Marc Guldimann, CEO and Co-Founder of Adelaide, said, “To move the industry forward, media quality measurement must be both accessible and actionable.
“This partnership gives Teads advertisers the ability to evaluate media quality in real time and automatically optimise toward higher-AU inventory. By bringing an outcome-trained quality signal directly into optimisation, we’re helping brands invest in inventory that is more likely to deliver meaningful business results.”
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Key benefits for advertisers include:
- 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.
- More accountable media decisions, with Adelaide AU reported alongside standard metrics like viewability, video views, and CTR directly within Teads Ad Manager (TAM) to help eliminate media waste and connect exposure with quality.
- A stronger foundation for quality-based optimisation, allowing advertisers to activate automated Attention Threshold optimisation to set an AU floor, filter out low-attention inventory, and prioritise placements that are more likely to drive full-funnel business outcomes.
