Fieldstream has formed a partnership with US-based Adelaide to include attention data in its Marketing Mix Modelling algorithms.

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Adelaide is the leader in the rapidly growing field of attention-based media quality measurement. Over the past three and a half years, Adelaide has been working on building the AU that allows measuring the probability that media drove attention to an advertisement and subsequently helps to drive business outcomes.

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‍How does it work?
AU is generated by a machine learning algorithm trained to proxy outcomes. It evaluates numerous indicators such as blending media quality indicators, brand outcomes, and conversion data. But what makes AU a really special metric is that it also considers eye-tracking and attention research data. Adelaide works closely with researchers and eye-tracking partners that enable it to paint a very rich picture of not only a media experience but how people engage with that media and respond to advertisements within it.

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‍Supported media channels
Adelaide’s AU currently supports measurement across display and OLV, social media platforms, CTV, linear TV, audio, and soon, digital out-of-home, offering an apples-to-apples measure of advertising effectiveness independent of creativity and audience.

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Today Fieldstream and Adelaide work together to help advertisers understand the value of media channels, optimize budgets and make the right marketing decisions for their business, with the help of AI-based metrics and in particular AU attention metric.

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